Design is distillation
Over the years I've been involved in the development of a lot of brands/rebrands. They have always started with gaining insight into the people behind them. When businesses are run by people who have passion for what they do, they speak with a clear voice, they stand out as authentic.
With social media becoming such a pervasive channel, corporate brand messaging is often sandwiched between comments by friends and family. The result is such that in order to reach the audience in such familiar territory, the tone, language and messaging needs to be friendlier, more relatable and down to earth. Brands need to be more human, more approachable than ever before.