I was working on a new project that started off as easy, and suddenly started to get hard. And we’re not just talking head-scratchingly hard, but banging-my-head-on-the-Word-document hard.

To make a long story short, I went back to my brand for the project, and looked at the original tone: explorative, questioning, fun, friendly, innovative.

Then I looked at the page I’d been writing: full of definitive answers, highly structured, authoritative and structured in the same-old way.

No wonder it got hard.

The moral of the story – keep your small business brand’s tone close to heart and head when you’re creating your programs, designs and copy and make sure all’s in alignment.