Key Points:

• Values are essential to your brand, they include your own personal values as well as the broader values of the brand. To find your voice you have to know your values - use the list attached to help you get started.
• Group together all the things that resonate with your brand, and reduce them until you have the essence of who you are and what you do. Write down the brand value, then a sentence that you can use to show how that value lives in your product and service.
• Once you have your values, the voice of your brand will emerge from the deeper understanding of what you do and who you are, this is an iterative process, so allow it to evolve.
• To ensure that trust is established and maintained, how do you communicate your brand in everything you do, from emails to advertising, to the visuals and shape of your brand.
• Be circumspect about how often you change your brand, make sure what you create resonates with the customer when designing your brand that will also work in the digital and physical arena.