Building a strong brand personality with words
Barnaby BensonBarnaby Benson
Every word a brand produces, and the consumer reads, offers the potential to differentiate. Yet brands rarely take ownership of a distinctive tone of voice or 'verbal identity'.
The result is that most, regardless of sector, sound pretty much the same. Why is this? Why is it so hard to use language as a means of differentiation? And what can you do to overcome the obstacles and harness this powerful differentiating tool?
I think the problem is that written language is harder to own than its visual equivalent. Language...