I often use Philip Kotler’s quote to help clients understand the importance of getting under the skin of their organisation’s brand, and articulating the qualities that make it unique. Often a precursor to visual brand development, this exercise helps clients clarify their vision, mission and values to create a distinctive brand positioning and clear ‘tone of voice’.

Tone of voice allows an organisation to convey its values or qualities through the language it uses. A consistent tone of voice will reinforce the message, reassure the reader and make the material easier to read. It recognises that words are just as important as ‘pictures’ when defining an organisation’s brand – and is why I believe writers and designers should always work in parallel.