The day-to-day demands of running a business can be all consuming. I should know, having my own freelance copywriting business here in Seattle, I wear so many hats, it makes my head hurt.

So it comes of no surprise, that clients often ask me to help them find their voice. It’s the cobbler’s children syndrome. They’re too busy running the business, running to meetings, or running to stay ahead of the competition to really devote serious time to articulating who they are.

It’s also very hard to stay objective when you’re mired in the company’s internal workings and politics.

But once companies do find their “voice” then watch out, because not only will they have a consistent way of telling their story to the world, but also internally, their employees now have a clear picture of who they are, and what they stand for.

When everyone is on the same page, the company develops a defined personality that will put them heads and tails above others that are still floundering to find that unified voice.