Building a consistent presence and personality immediately recognisable to your current and potentially new audience is key to creating a powerful brand. Your brand voice is central to this.

Take the Shark as an example. A triumph of streamlined design with looks that match its ferocious personality, it is an excellent example of a cohesive brand.

As organisations evolve and grow, they shift and expand their offerings in response to client demands. Over time, this can lead to so many conflicting minor narratives that the organisation loses sight of its core proposition and becomes tangled in a messaging net, creating internal confusion and inertia. The bigger the organisation, the more complicated the net can become…