Finding a name that captures the essence of your brand takes time, brain work and bravery — but it’s worth it if you end up with something as memorable as Bluetooth.

When it comes to describing your business, it’s not just about the meaning of the words. An intriguing experiment shows it’s also about the sensations they provoke.

Very few brands have a recognisable tone of voice. To uncover yours, don’t turn to a style guide — take a listen to your people.

Your brand already has an authentic tone of voice. You just need to uncover it — as we discovered when we worked with a hip Australian media company.

Developing or applying a brand tone of voice? Forget workshops with the exec team. Instead, pay attention to how your people are talking to your customers.