Every brand wants a distinctive voice. Very few know how to build one.

This week, Geno sits down with brand voice consultant Vikki Ross, who has helped companies including JLR and Sky define how they communicate across every customer touchpoint.

They discuss what actually goes into creating a brand voice, why tone of voice guidelines usually fail, how to interview an organization to uncover its personality, and why copywriters should stop writing like themselves and start writing like the brand.

Whether you're a copywriter, strategist, marketer, founder, or creative director, this conversation offers a practical look at one of branding's most valuable disciplines.

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