Establishing your business 'tone of voice' is the first step to identifying your ideal customer types.  This video gives a quick and simple insight how to go about grounding your staff in what you and your business stand for.  Maintaining consistency of your colours, images and videos means your viewers won’t get any surprises, also writing ‘for a 12-year-old’ is essential to make sure your content is readable and quickly digestible.

To help maintain your tone of voice, create a brand guidelines document.  Connect with the right people by communicating your expertise and being natural so that you can attract people like you.