Basically, a brand voice is your company's personality. It is used whenever your company is relaying a message to future or existing customers - social media, emails, newsletters, and any form of advertising. It's important to ensure this voice is consistent because it helps set you apart from your competitors and speaks to customers/clients who are most like you/your company.
Why does it matter?
Your brand voice goes right along with your logo and brand colors. It should be a part of your brand's presence. When potential customers are looking at your company, they will likely choose the brand whose values and messaging align most closely to theirs. From captions to newsletters, your words will help build brand awareness among your followers and customers. Writing to your customer's beliefs and ideals will not only grab their attention, but also makes them want to follow your brand.
A few tips on how to develop your brand voice.
1) Think of your target market and focus on their wants and needs. Think of who they are and where they come from.
2) Know what sets your brand apart and use that as part of your foundation.
3) Incorporate your brand voice into your brand strategy. This might look like witty one-liners or polished high-end images.