What are the words you like to use? Why are you choosing these words? What are you trying to say? What’s the language of your brand? What kind of voice are you trying to impart, and how do you want people to measure that voice? Is it soft? Is it intense? Is it impactful? Is it formidable? Is it sensual? The voice is what moves your materials. It’s what, I think, people first capture. We remember the voice of that Calvin Klein ad; that's why it’s so easy to lampoon. We remember that voice that’s always doing the sports documentaries (Liev Schreiber) because it fits so perfectly. Voice determines how images work together, and how words play with your brand.