by Richard Pelletier
Your organization is struggling to emerge from an overcrowded marketplace and forge a separate and unique identity—to create an enduring and powerful brand. How do you do it? Simple, says the UK's John Simmons. In "We, Me, Them & It: How to Write Powerfully for Business," Simmons suggests: Write differently. Beyond the basics that most firms lean on to distinguish themselves—graphics, colors, logos, essentially a visual identity overhaul—language, and more specifically tone of voice, is a powerful way to forge a distinctive identity, writes Simmons. Branding, after all, is about differentiation. And describing a brand begins with words.... cont'd
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