A Closer Look at the Concept of "Professionalism"

Is "professional" a brand voice? Can you have a laid-back, jokey, even *gasp* curse wordy brand voice and still be professional? Spoiler alert: yes. The answer is yes. Now, let's break it down.

Me: “So, now that you're increasing your prices and moving into a luxury market, what changes are you looking to make in your brand voice?”

You: “I want something more professional.”

Me: “Um…okay, but what do you mean by that?”

You: “Professional.”

Me: “But ‘professional’ isn't really…”

You: “Pro. Fes. Sion. Al.