Voice yields value. It expresses the attributes of the brand. It affiliates speaker and listener. It connects brands with markets, prospects, people. It creates space between itself and its competitors. Why?
This answer is not so simple.
Value is as subjective as it is objective: While it can be conveyed objectively to entire markets, it’s perceived subjectively by each member of each target audience. What’s valuable to her may not be valuable to him. By establishing the authoritative voice of your brand, you establish its objective value. Its subjective value is up to your customers … every one of them.