I first used "Corporate Voice" when I was working with 3M. Eventually, I transformed Corporate Voice into Brand Voice. In the eighties I started saying that our "deliverable" [results of the consultant's work] was a Brand Voice. That was the umbrella deliverable. Underneath that there was the brand promise, the brand identity, the core messages, and so on—all the elements of branding as we know it today. As branding became a buzzword, the corporate identity business morphed into the branding business. We are practically the only firm that still talks about identity all the time.
– Alan Siegel
