How do you decide Brand Voice? First, find your brand's solution. Then define the problem your target audience has. Decide who your customer 'Was' before they interacted with your brand, then determine who they 'Will be' when your brand provides. Do NOT make the mistake of catering to who your target audience IS. Target who they Want To Be. And most importantly, do not commoditize yourself. Differentiation comes from authentic experiences, so make sure to build Brand Voice off of Archetypes, not Stereotypes.

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