Organisations underestimate how much their voice reveals. It’s not whether it sounds good – but whether it sounds bland, or like their brand. Generic messaging and a sectoral tone are symptoms of the same problem: strategy that’s not clear, or that hasn’t been translated into language.

Here I explore brand voice, messaging strategy, and the connection between the two. How to find the words that actually reflect what you stand for. And why getting that right changes everything downstream – from sales conversations to recruitment to the confidence people have when they write anything in your name.