What's the Visual Voice?

Winter seems to be a lot more visual in the last few months. Most branding guide lines do not have a voice for social ri what's the tone going to be? It raises all these fundamental questions. What isit? How are you going to vis represent your your company, your brandy and your contents in social media? Is it going to be a cat? Is itgoing to be a dog? Is it not going to be something more serious?