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What's Your Company's 'Voice'? Here's How to Figure It Out.

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This story appears in the April 2015 issue of Entrepreneur. Subscribe »

One of the biggest branding mistakes companies make is not paying enough attention to their tone of voice.

“Voice” is one of those concepts that may sound better suited to the literary world than the business world. In literature, it refers to how you come across in your writing. In marketing, your tone of voice can be a significant differentiator.

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