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Every sentence on your website, every adjective you use, every e-mail you send and package you ship and PDF you provide for download creates this voice — whether it be through the words, the imagery, even the colors you’ve picked for your brand.
Ask yourself — Can I make people care about something different than they care about now?
Your brand is a specific point of view. It is an opinion. A vision of the future. A way forward. A before and after.