Brand Voice: How to Develop a Distinctive Brand Voice that Engages Your Audience across Channels

1. What is Brand Voice and Why Does It Matter?

brand voice is the consistent expression of your brand's personality, values, and message through words. It is not just what you say, but how you say it. It is the tone, style, and language that you use to communicate with your audience across different channels and platforms. Why does it matter? Because it helps you stand out from the crowd, build trust and loyalty, and connect with your ideal customers on an emotional level. In this section, we will explore the following aspects of brand voice:

1. The benefits of having a distinctive brand voice. A distinctive brand voice can help you achieve several goals, such as:

- Differentiating yourself from your competitors. If you sound like everyone else in your industry, you will have a hard time getting noticed and remembered. A distinctive brand voice can help you showcase your unique value proposition and personality, and make a lasting impression on your audience.

- creating a consistent brand experience. A distinctive brand voice can help you maintain a consistent tone and message across all your touchpoints, from your website and social media to your emails and ads. This can help you reinforce your brand identity and create a coherent and memorable brand experience for your audience.

- building trust and credibility. A distinctive brand voice can help you establish a rapport with your audience and convey your authenticity and expertise. By using a tone and language that resonates with your audience, you can show them that you understand their needs, challenges, and aspirations, and that you can offer them valuable solutions and insights.

- Engaging and influencing your audience. A distinctive brand voice can help you capture your audience's attention and interest, and persuade them to take action. By using a tone and language that appeals to your audience's emotions, values, and motivations, you can inspire them to follow your brand, share your content, and buy your products or services.

2. The elements of a distinctive brand voice. A distinctive brand voice is composed of three main elements: tone, style, and language. Let's look at each one in more detail:

- Tone is the attitude or emotion that you convey through your words. It can be formal or informal, friendly or professional, humorous or serious, etc. Your tone should reflect your brand personality and match your audience's expectations and preferences. For example, if your brand is fun and playful, you can use a casual and humorous tone to communicate with your audience. If your brand is authoritative and reliable, you can use a formal and respectful tone to communicate with your audience.

- Style is the way you structure and format your words. It can be simple or complex, concise or detailed, direct or indirect, etc. Your style should reflect your brand message and match your audience's needs and goals. For example, if your brand is innovative and cutting-edge, you can use a simple and direct style to communicate your value proposition and benefits. If your brand is educational and informative, you can use a complex and detailed style to communicate your knowledge and insights.

- Language is the choice of words and phrases that you use to express your ideas. It can be literal or figurative, specific or general, technical or colloquial, etc. Your language should reflect your brand values and match your audience's level of understanding and interest. For example, if your brand is honest and transparent, you can use literal and specific language to communicate your facts and figures. If your brand is creative and inspirational, you can use figurative and general language to communicate your vision and stories.

3. The process of developing a distinctive brand voice. Developing a distinctive brand voice is not a one-time task, but an ongoing process that requires research, experimentation, and evaluation. Here are some steps that you can follow to develop your brand voice:

- define your brand personality. The first step is to identify the traits and characteristics that define your brand's identity and essence. You can use adjectives, nouns, or metaphors to describe your brand personality. For example, your brand personality could be adventurous, friendly, quirky, etc.

- identify your target audience. The second step is to understand who your ideal customers are, what they want, and how they communicate. You can use personas, surveys, interviews, or social media analysis to gather information about your target audience. For example, your target audience could be millennials, entrepreneurs, gamers, etc.

- Create your brand voice guidelines. The third step is to create a document that outlines your brand voice elements (tone, style, and language) and provides examples and best practices for each one. You can use a brand voice chart, a brand voice matrix, or a brand voice checklist to organize your brand voice guidelines. For example, your brand voice guidelines could look something like this:

| Element | Description | Example |

| Tone | Casual and humorous | Use jokes, puns, and emojis to make your audience laugh and smile. |

| Style | Simple and direct | Use short sentences, bullet points, and clear calls to action to make your message easy to understand and act on. |

| Language | Figurative and general | Use metaphors, analogies, and stories to make your message memorable and relatable. |

- Apply and test your brand voice. The fourth step is to use your brand voice guidelines to create content for your different channels and platforms, and measure the results and feedback. You can use analytics, surveys, reviews, or comments to evaluate the effectiveness and consistency of your brand voice. For example, you can track metrics such as engagement, conversion, retention, and loyalty to see how your brand voice impacts your audience's behavior and perception.

2. How to Define Your Brand Personality and Values?

Defining your brand personality and values is crucial for creating a strong and distinctive brand voice that resonates with your audience. It goes beyond just having a catchy slogan or a visually appealing logo. Your brand personality and values shape how your brand is perceived and remembered by your target audience.

1. understand Your Target audience: To define your brand personality and values, it's essential to have a deep understanding of your target audience. conduct market research, analyze demographics, and gather insights to identify their needs, preferences, and values. This will help you align your brand personality with what your audience desires.

2. Identify Your Brand Archetype: brand archetypes are powerful tools for defining your brand personality. They represent universal characters or personas that people can easily relate to. Examples of brand archetypes include the Hero, the Explorer, the Sage, and the Lover. Choose an archetype that aligns with your brand's values and resonates with your target audience.

3. Craft Your brand story: Your brand story is the narrative that communicates your brand's purpose, values, and mission. It should be authentic, compelling, and emotionally engaging. Use storytelling techniques to convey your brand's personality and values effectively. Incorporate real-life examples and experiences to make your brand story relatable and memorable.

4. Develop brand guidelines: Brand guidelines serve as a roadmap for maintaining consistency in your brand voice. They outline the tone of voice, language style, and visual elements that reflect your brand personality and values. Create a comprehensive set of guidelines that can be easily followed by your team and external partners.

5. Embrace Authenticity: Authenticity is key to building a strong brand personality. Be true to your brand's values and avoid trying to imitate or copy other brands. Your audience can sense when a brand is being genuine, and authenticity builds trust and loyalty.

6. Engage in Meaningful Conversations: Interact with your audience through various channels and engage in meaningful conversations. Listen to their feedback, address their concerns, and show empathy. This will help you build a genuine connection with your audience and reinforce your brand personality.

7. Consistently Reinforce Your Values: Consistency is vital in maintaining a strong brand personality. Ensure that your brand values are reflected in all aspects of your business, from your marketing campaigns to your customer service interactions. Consistently reinforce your values to build a cohesive and authentic brand voice.

Remember, defining your brand personality and values is an ongoing process. Continuously evaluate and refine your brand voice to stay relevant and resonate with your evolving audience.

3. How to Identify Your Target Audience and Their Needs?

One of the most important steps in developing a distinctive brand voice is to identify your target audience and their needs. Your target audience is the group of people who are most likely to benefit from your product or service, and who you want to reach with your marketing messages. Your target audience's needs are the problems, challenges, goals, desires, and aspirations that your product or service can help them solve, achieve, or fulfill. By understanding your target audience and their needs, you can craft a brand voice that resonates with them, appeals to their emotions, and motivates them to take action.

To identify your target audience and their needs, you can follow these steps:

1. Define your value proposition. Your value proposition is the unique benefit or solution that your product or service offers to your target audience. It answers the question: why should they choose you over your competitors? Your value proposition should be clear, concise, and compelling, and it should highlight your competitive advantage or differentiation. For example, Airbnb's value proposition is: "Find adventures nearby or in faraway places and access unique homes, experiences, and places around the world."

2. Segment your market. Your market is the broad group of potential customers who have a general interest or need for your product or service. However, not all of them are your ideal customers, and not all of them have the same characteristics, preferences, and behaviors. Therefore, you need to segment your market into smaller and more homogeneous groups based on criteria such as demographics, psychographics, geographics, and behavioral. For example, Spotify segments its market into different types of music listeners, such as casual, social, premium, and free.

3. Choose your target segment. Your target segment is the specific group of customers within your market that you want to focus on and serve. Your target segment should be large enough to be profitable, but small enough to be reachable and manageable. You should also consider factors such as growth potential, competition, and alignment with your value proposition. For example, Netflix's target segment is people who love to watch movies and TV shows online, and who value convenience, variety, and personalization.

4. Create your buyer personas. Your buyer personas are semi-fictional representations of your ideal customers, based on real data and research. Your buyer personas should include details such as name, age, gender, occupation, income, location, lifestyle, goals, challenges, pain points, motivations, and buying behavior. You can use tools such as surveys, interviews, focus groups, social media, and analytics to gather information about your target segment and create your buyer personas. For example, one of Nike's buyer personas is John, a 25-year-old fitness enthusiast who wants to improve his performance and health, and who is influenced by social media and celebrities.

5. Identify your buyer needs. Your buyer needs are the specific and actionable requirements that your buyer personas have, and that your product or service can address. Your buyer needs should be based on both rational and emotional factors, and they should be prioritized according to their importance and urgency. You can use techniques such as the Jobs to be Done framework, the Value Proposition Canvas, and the customer Journey map to identify and understand your buyer needs. For example, one of Starbucks' buyer needs is to have a convenient and comfortable place to work, relax, or socialize, while enjoying a high-quality coffee.

4. How to Choose the Right Tone, Style, and Language for Your Brand Voice?

When it comes to choosing the right tone, style, and language for your brand voice, there are several factors to consider. It's important to develop a distinctive brand voice that engages your audience across different channels.

To start, think about your target audience and their preferences. Consider their demographics, interests, and values. This will help you determine the tone and style that will resonate with them.

Next, consider your brand's personality and values. Are you aiming for a professional and formal tone, or a more casual and conversational style? aligning your brand voice with your brand's identity will create consistency and authenticity.

When crafting your brand voice, it's also helpful to gather insights from different perspectives. This can include conducting market research, analyzing competitor's brand voices, and seeking feedback from your target audience. These insights can provide valuable guidance in shaping your brand voice.

Now, let's dive into some in-depth information about choosing the right tone, style, and language for your brand voice:

1. Understand your target audience: Research and analyze your target audience's preferences, language usage, and communication styles. This will help you tailor your brand voice to resonate with them effectively.

2. Define your brand personality: Identify the key attributes and values that define your brand. This will serve as a foundation for determining the appropriate tone and style for your brand voice.

3. Consistency across channels: Ensure that your brand voice remains consistent across all channels, including your website, social media platforms, and customer interactions. Consistency builds trust and reinforces your brand identity.

4. Use language that reflects your brand values: Choose words and phrases that align with your brand's values and messaging. This will help create a cohesive and authentic brand voice.

5. Incorporate storytelling: Utilize storytelling techniques to engage your audience and convey your brand's message effectively. Stories can evoke emotions and create a deeper connection with your audience.

6. Provide examples: Use real-life examples or case studies to illustrate your points and showcase how your brand voice can be applied in different situations. This helps your audience understand and visualize the concepts you're discussing.

Remember, developing a distinctive brand voice takes time and effort. Continuously evaluate and refine your brand voice based on feedback and evolving market trends. By choosing the right tone, style, and language, you can create a brand voice that effectively engages your audience and sets your brand apart.

5. How to Create a Brand Voice Chart and Guidelines?

Creating a brand voice chart and guidelines is a crucial step in developing a distinctive brand voice that engages your audience across channels. A brand voice chart is a visual representation of the tone, style, and personality of your brand, while the guidelines are a set of rules and best practices for applying your brand voice consistently and effectively. In this section, we will explore how to create a brand voice chart and guidelines that reflect your brand identity and resonate with your target audience. Here are some steps to follow:

1. define your brand values and personality. Before you can create a brand voice chart and guidelines, you need to have a clear understanding of what your brand stands for and what kind of impression you want to make on your audience. Think about your brand values, mission, vision, and unique selling proposition. How do you want your audience to perceive your brand? What are the core attributes and characteristics of your brand personality? For example, if your brand is a fitness app, you might want to convey values such as health, wellness, motivation, and fun, and have a personality that is energetic, friendly, and supportive.

2. identify your target audience and their preferences. The next step is to research and analyze your target audience and their preferences. Who are they? What are their demographics, psychographics, pain points, and goals? How do they communicate and consume content? What kind of tone, style, and language do they prefer and respond to? For example, if your target audience is young professionals, you might want to use a tone that is professional, confident, and respectful, a style that is clear, concise, and informative, and a language that is formal, precise, and jargon-free.

3. Create a brand voice chart with four quadrants. A brand voice chart is a simple and effective way to visualize and communicate your brand voice. You can create a brand voice chart with four quadrants, each representing a different dimension of your brand voice. For example, you can use the following dimensions: formal vs. Casual, serious vs. Humorous, respectful vs. Irreverent, and enthusiastic vs. Matter-of-fact. For each quadrant, you can list some adjectives that describe your brand voice, as well as some dos and don'ts for using your brand voice. For example, if your brand voice is formal, serious, respectful, and enthusiastic, you can use adjectives such as professional, authoritative, courteous, and passionate, and list some dos and don'ts such as:

- Do use proper grammar, punctuation, and spelling.

- Do use industry-specific terms and acronyms when appropriate.

- Do address your audience with honorifics and titles.

- Do express your excitement and appreciation for your audience and your product.

- Don't use slang, colloquialisms, or contractions.

- Don't use jokes, sarcasm, or irony.

- Don't use informal or casual salutations or sign-offs.

- Don't sound overly emotional or sentimental.

4. Create brand voice guidelines with examples and tips. A brand voice chart is a great way to summarize your brand voice, but you also need to provide more detailed and practical guidance for applying your brand voice across different channels and contexts. This is where brand voice guidelines come in handy. Brand voice guidelines are a set of rules and best practices for using your brand voice in various types of content, such as blog posts, social media posts, emails, landing pages, etc. For each type of content, you can provide some examples and tips for using your brand voice effectively. For example, if you are writing a blog post, you can provide some examples and tips such as:

- Use a catchy and informative headline that reflects your brand voice and captures your audience's attention.

- Use a clear and logical structure that guides your audience through your main points and arguments.

- Use subheadings, bullet points, and images to break up your text and make it easier to read and scan.

- Use a strong and compelling call to action that encourages your audience to take the next step and aligns with your brand voice.

- Proofread and edit your blog post to ensure it is error-free and consistent with your brand voice.

By following these steps, you can create a brand voice chart and guidelines that will help you develop a distinctive brand voice that engages your audience across channels. Remember, your brand voice is not something that you create once and forget about. It is something that you need to review and refine regularly, based on your brand goals, audience feedback, and industry trends. A strong and consistent brand voice will help you build trust, loyalty, and recognition with your audience and differentiate your brand from your competitors.

6. How to Apply Your Brand Voice across Different Channels and Formats?

Developing a distinctive brand voice is not enough if you don't know how to use it consistently and effectively across different channels and formats. Your brand voice should reflect your brand personality, values, and goals, and it should resonate with your target audience. But how do you ensure that your brand voice is applied in a way that suits the channel and format you are using? Here are some tips to help you:

1. Know your audience and their preferences. Different channels and formats may attract different segments of your audience, and you should tailor your brand voice accordingly. For example, if you are writing a blog post, you may want to use a more informal and conversational tone than if you are writing a white paper. Similarly, if you are posting on social media, you may want to use more emojis, hashtags, and slang than if you are sending an email newsletter. You should also consider the context and purpose of each channel and format, and what kind of message you want to convey.

2. Use a style guide and a tone matrix. A style guide is a document that defines the rules and guidelines for your brand voice, such as grammar, punctuation, spelling, vocabulary, and formatting. A tone matrix is a tool that helps you adjust your brand voice based on four dimensions: formality, emotion, humor, and respect. By using a style guide and a tone matrix, you can ensure that your brand voice is consistent and appropriate for each channel and format. You can also use examples and templates to illustrate how your brand voice should sound in different situations.

3. Test and measure your brand voice. The best way to know if your brand voice is working is to test it with your audience and measure the results. You can use tools such as surveys, feedback forms, analytics, and social listening to collect data and insights on how your audience responds to your brand voice. You can also use A/B testing to compare different versions of your brand voice and see which one performs better. By testing and measuring your brand voice, you can identify what works and what doesn't, and make improvements accordingly.

By following these tips, you can apply your brand voice across different channels and formats in a way that engages your audience and strengthens your brand identity. Remember, your brand voice is not just what you say, but how you say it. Make sure you say it well.

7. How to Test and Measure the Effectiveness of Your Brand Voice?

One of the most important aspects of developing a distinctive brand voice is to test and measure its effectiveness. How do you know if your brand voice is resonating with your audience, conveying your message clearly, and achieving your goals? Testing and measuring your brand voice can help you answer these questions and improve your communication strategy across different channels. In this section, we will discuss some of the methods and tools you can use to test and measure your brand voice, as well as some of the benefits and challenges of doing so. Here are some of the steps you can follow to test and measure your brand voice:

1. define your brand voice attributes and goals. Before you can test and measure your brand voice, you need to have a clear idea of what your brand voice is and what you want to achieve with it. Your brand voice attributes are the characteristics that define how your brand sounds, such as tone, style, personality, and values. Your brand voice goals are the outcomes you want to achieve with your brand voice, such as awareness, engagement, loyalty, or conversion. You can use tools such as brand voice charts, brand voice guidelines, or brand voice personas to define your brand voice attributes and goals.

2. Choose your channels and metrics. Depending on your brand voice goals, you may want to test and measure your brand voice across different channels, such as your website, blog, social media, email, or ads. Each channel may have different metrics that can help you evaluate your brand voice performance, such as impressions, clicks, shares, comments, likes, reviews, ratings, subscriptions, or sales. You can use tools such as Google analytics, Facebook Insights, Twitter Analytics, or Mailchimp Reports to track and analyze your metrics across different channels.

3. Conduct qualitative and quantitative research. To test and measure your brand voice, you need to collect both qualitative and quantitative data from your audience and stakeholders. Qualitative data is the feedback and opinions that your audience and stakeholders have about your brand voice, such as how they feel, what they think, or what they prefer. Quantitative data is the numerical and statistical data that shows how your audience and stakeholders interact with your brand voice, such as how many, how often, or how long. You can use tools such as surveys, interviews, focus groups, or user testing to collect qualitative data, and tools such as A/B testing, heat maps, or eye tracking to collect quantitative data.

4. analyze and interpret your results. After you have collected your data, you need to analyze and interpret your results to see how your brand voice is performing and what areas need improvement. You can use tools such as Excel, Tableau, or Power BI to organize and visualize your data, and tools such as SWOT analysis, gap analysis, or sentiment analysis to identify your strengths, weaknesses, opportunities, and threats. You can also use tools such as net Promoter score, customer Satisfaction score, or brand Awareness score to measure your overall brand voice effectiveness.

5. Implement and iterate your changes. Based on your analysis and interpretation, you can implement and iterate your changes to improve your brand voice across different channels. You can use tools such as content calendars, editorial guidelines, or style guides to plan and execute your changes, and tools such as feedback forms, polls, or reviews to monitor and evaluate your changes. You can also use tools such as KPIs, OKRs, or smart goals to track and measure your progress and results.

Testing and measuring your brand voice is an ongoing process that requires constant evaluation and improvement. By following these steps, you can ensure that your brand voice is distinctive, consistent, and effective, and that it engages your audience across different channels. Some of the benefits of testing and measuring your brand voice are:

- You can increase your brand awareness and recognition by creating a unique and memorable brand voice that stands out from the crowd.

- You can enhance your brand trust and credibility by creating a reliable and authentic brand voice that matches your actions and values.

- You can improve your brand loyalty and retention by creating a loyal and emotional brand voice that connects with your audience and makes them feel valued and appreciated.

- You can boost your brand conversion and revenue by creating a persuasive and compelling brand voice that motivates your audience and drives them to action.

Some of the challenges of testing and measuring your brand voice are:

- You may face difficulties in defining and aligning your brand voice attributes and goals with your brand identity and strategy.

- You may encounter challenges in choosing and tracking the right channels and metrics that reflect your brand voice performance and impact.

- You may experience limitations in collecting and analyzing qualitative and quantitative data that represent your brand voice feedback and interaction.

- You may struggle with implementing and iterating your changes that optimize your brand voice across different channels and scenarios.

8. How to Train and Align Your Team on Your Brand Voice?

One of the most important aspects of developing a distinctive brand voice is to ensure that your team is on the same page. Your brand voice should be consistent across all channels and touchpoints, from your website and social media to your emails and customer service. To achieve this, you need to train and align your team on your brand voice, so that everyone knows how to communicate with your audience in a way that reflects your brand personality, values, and goals. In this section, we will share some tips and best practices on how to train and align your team on your brand voice.

Here are some steps you can follow to train and align your team on your brand voice:

1. Define your brand voice. The first step is to clearly define what your brand voice is, and what it is not. You can use a brand voice chart or a brand voice guide to document your brand voice attributes, tone, style, and examples. You can also create a brand voice persona, which is a fictional character that embodies your brand voice and helps your team relate to it. For example, if your brand voice is friendly, casual, and humorous, you can create a persona named Bob, who is a fun-loving, laid-back, and witty guy who likes to chat with customers and make them smile.

2. Communicate your brand voice to your team. The next step is to share your brand voice with your team and explain why it matters. You can use different methods to communicate your brand voice, such as presentations, workshops, quizzes, or games. You can also use examples of your brand voice in action, such as blog posts, social media posts, emails, or customer reviews. The goal is to make your team understand and appreciate your brand voice, and how it helps you connect with your audience and stand out from your competitors.

3. Train your team on how to use your brand voice. The third step is to train your team on how to apply your brand voice to different situations and channels. You can use role-playing, scenarios, exercises, or feedback sessions to help your team practice and improve their skills. You can also use tools such as templates, checklists, or guidelines to help your team follow your brand voice standards and best practices. For example, you can create a template for writing social media posts, a checklist for reviewing emails, or a guideline for handling customer complaints, and include tips and examples of your brand voice in each case.

4. Align your team on your brand voice. The final step is to align your team on your brand voice and ensure that they are consistent and coherent. You can use tools such as audits, surveys, or analytics to monitor and measure your team's performance and adherence to your brand voice. You can also use tools such as feedback, recognition, or incentives to motivate and reward your team for using your brand voice effectively. For example, you can conduct a monthly audit of your team's content and provide constructive feedback and suggestions for improvement. You can also recognize and celebrate your team's achievements and successes in using your brand voice, and offer incentives such as bonuses, prizes, or perks for outstanding performance.

By following these steps, you can train and align your team on your brand voice, and create a consistent and distinctive brand voice that engages your audience across channels. Remember, your brand voice is not just a set of rules or guidelines, but a reflection of your brand identity and personality. It is what makes your brand unique and memorable, and what builds trust and loyalty with your customers. So, make sure your team knows how to use your brand voice to communicate your brand story and value proposition, and to create a lasting impression on your audience.

9. How to Maintain and Evolve Your Brand Voice over Time?

You have learned how to develop a distinctive brand voice that engages your audience across channels. But your work is not done yet. Your brand voice is not a static thing that you can set and forget. It is a dynamic and evolving expression of your brand identity, values, and personality. You need to maintain and evolve your brand voice over time to keep it relevant, consistent, and authentic. Here are some tips on how to do that:

- 1. Monitor your brand voice performance. You need to measure how well your brand voice is resonating with your audience and achieving your goals. You can use various metrics and tools to track your brand voice performance, such as engagement, sentiment, conversion, feedback, and social listening. You can also conduct surveys, interviews, or focus groups to get qualitative insights from your customers and stakeholders. You should analyze your brand voice performance regularly and identify what is working and what is not.

- 2. update your brand voice guidelines. Based on your brand voice performance analysis, you may need to make some adjustments to your brand voice guidelines. You may need to refine your tone, style, or vocabulary to better suit your audience, channel, or message. You may also need to add new elements or examples to your brand voice guidelines to reflect your brand's growth, changes, or innovations. You should update your brand voice guidelines periodically and communicate them clearly to your team and collaborators.

- 3. train and empower your brand voice creators. Your brand voice is not only created by your marketing or communication team. It is also created by your employees, partners, influencers, or customers who interact with your brand. You need to train and empower them to use your brand voice effectively and consistently. You can provide them with your brand voice guidelines, resources, tools, and feedback. You can also create a brand voice community or network where they can share best practices, tips, and examples of your brand voice in action.

- 4. Test and experiment with your brand voice. Your brand voice is not a fixed formula that you can apply to every situation. It is a creative and flexible tool that you can use to connect with your audience and stand out from the competition. You should test and experiment with your brand voice to find new ways to express your brand personality, values, and message. You can try different tones, styles, or words to see how they affect your audience's perception, emotion, and action. You can also explore new channels, formats, or media to see how they influence your brand voice delivery and impact.

By following these tips, you can maintain and evolve your brand voice over time and keep it fresh, relevant, and engaging. Remember, your brand voice is not just what you say, but how you say it. It is a powerful way to communicate your brand identity, values, and personality to your audience and differentiate yourself from the crowd. Use your brand voice wisely and creatively, and you will see the results in your brand awareness, loyalty, and growth.

Overhead will eat you alive if not constantly viewed as a parasite to be exterminated. Never mind the bleating of those you employ. Hold out until mutiny is imminent before employing even a single additional member of staff. More startups are wrecked by overstaffing than by any other cause, bar failure to monitor cash flow.

Felix Dennis