138 THE POWER OF VISUAL STORYTELLING to shine in a relatable, personable way, allowing your customers to build a different type of relationship with you. This may sound strange, but to bring out your company’s voice, it helps to play a little what-if game. If your company were a person, what would it be like in real life? If you need help deciphering this, look at how you com- municate to your customers on your website, in advertisements, e-mail communications, and your social media channels, and pull out the more human qualities. Remember, you want to embrace social media’s more personable, human side. Breaking this out will identify other important visual content themes that bring your company’s story to life. XYZ Company Voice and Personality 1. Hardworking a. Commitment to quality b. Works hard to meet and keep customers c. Values customer feedback 2. Down to earth a. Easy to relate to b. Appeals to a wide audience c. No unnecessary frills 3. Fun to be around a. Likeable b. Shows you a good time c. Keeps coming up with new ways to have fun Last, but certainly not least, it’s also important to go back to those consumer insights you pulled from your customers online. Sometimes the person we want to be versus how others see us are two very different things. Visual storytelling can help your company to bridge those gaps and personify those key values to enhance your reputation. Make sure to call