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Accurately defining your brand voice can be a challenging task. This guide will provide you with a framework that will allow you to create a compelling brand voice that everyone will remember. A great brand voice grabs attention, persuades your audience, builds loyalty, and changes people's thoughts and feelings. However, as the number of brand channels explodes, organisations are finding it harder than ever to create a consistent, differentiated brand voice and express exactly what they stand for. It's time for businesses to take full advantage of this opportunity and talk to their clients like never before. In Strong Language, international tone of voice expert Chris West walks you through the process of creating a compelling brand voice – and getting everyone to use it from day one. This is the book that will help you create a brand voice that your customers - and your CEO - will listen to. Discover the three levels that every brand voice operates on, and learn step-by-step how to create practical tone of voice guidelines, flex your brand voice for different situations, and get organisational support to create the change you want. Once you define those three levels, you will know what to write and how to say it best. It's time to unleash new waves of creativity