In a world flooded with ads and social chatter, brands often face great difficulty in finding their authenticity amidst the noise. Companies like Pepsi and Apple have spent millions in advertising dollars to create an authentic voice and recognizable brand for themselves. And that may be one way to go about it but spending millions of advertising dollars isn’t feasible for everyone.

Finding a brand voice starts with defining what the brand is and is not. And to clarify, companies can sometimes be composed of several smaller brands so defining what every subset the company consists of is important. A brand can be thought of as a summary of ideas into one simple thought – these ideas coming from people who have formed opinions about products being sold or services performed. Taking these opinions can better inform the brand voice and give a company the tools with which to express the image and positioning they want to project.

At its core, the brand voice is based off emotion – which can be difficult to develop and drill down as society is constantly changing. But it’s this brand voice that allows a brand to make an emotional connection with consumers and get them to top of individuals’ consideration sets. It cannot be forced and it cannot be fake – and it must be powerful; something that anyone from employees to loyal fans will rally around. Of course, that’s easier said than done but an important part of the business that will help brands find the authenticity they’re looking for.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.