A well developed brand voice becomes a timeless character and universally recognized figure in our lives.
Think about the slogan for milk: Got Milk? How about Have A Coke and A Smile, these words have become engrained in pop culture with an undertone that gives the product a personality.
A properly branded organization or personal brand recognizes that brand voice is essential to the success of engineering trust and influencing sales with its customers through all communication (customer service, advertising, social media, etc.).
Our brains naturally organize ideas by grouping like things, and by seeing patterns. Recognizing common traits in people and symbols helps us to process and understand a story. Those commonalities cue us to feel particular emotions. And they trigger certain gut-level responses. Once you know WHO your customer is, think about what TONE of voice will reach basic human motivations and emotions.