Being authentic while you find your brand voice is similar to being authentic in real life. Communicating what you believe in as a brand can be a key to building and reiterating your authenticity. Although it is very hard to build and maintain a brand voice that is engaging, smart, provide value to people, and is entertaining at the same it, copying is never a solution. Never copy from companies already in the market, whether or not in your industry. People consume a lot of content and when they see someone impersonating someone else they lose the belief in you.