In today’s marketplace, the tangible differences between products and services are rapidly decreasing. So in reality—although most corporations would never like to admit this—the only thing that might separate you from the competition is your unique voice (e.g., Dos Equis “Most Interesting Man in the World”), and your ability to use it to forge an emotional connection with your audience in fresh, unique, relevant ways.

So, what is your distinct brand voice? Describe it. For instance, the voice we use for vitaminwater might be described as your “witty, enlightened b.f.f.” As for our own brand voice, umm, “smart at a second grade reading level; old-school, but super digital; global, but completely Cleveland.”

Speaking of which . . . Here we go again, C-town.