I’ve been working with a leading stock photography company on print and electronic pieces. They are like a bodybuilder. To look at them is inspiring. They’re huge, a global company with serious presence. Yet when they open their mouth, it’s shocking. Their brand voice is the squeaky aftermath of excessive attention to their physicality.

From my outsider perspective, their brand needs to get off the steroids. If this company were to use me as a brand voice consultant, I would start by auditing all of their corporate communications. The result would be a more balanced connection between the corporate body and soul, and clear editorial guidelines that standardize the basic yet still allow their staff writers to be more expressive.