1/ Convey your mission.
"Our mission is to create the world's best healthcare for billions of people, for free. What kind of brand voice conveys such a crazy ambitious mission? First, one that's bold. We say impolite things like, 'Hey, health insurance is evil. Second, our voice is empowering, not paternalistic. 'Doctor knows best' is not our style. We call people we serve 'members' instead of 'patients. Finally, we're optimistic. We need a voice that can break through the learned helplessness that healthcare is somehow unfixable."
--ADRIAN AOUN, founder and CEO, Forward
2/ Find a characteristic that other brands miss.
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