Your company’s ‘voice’ is an integral part of you company’s identity. Just as color or fonts give the viewer a feeling about who your company is, so does the writing of your copy.
If you’re a small company, particularly a sole proprietorship, you may be doing your own copy writing and your voice may well be your company’s voice.
On the other hand, if you’re a 50-year-old tax attorney launching a social networking site for tweens as a side business, you might not speak your target audience’s language. Hiring a professional copywriter is probably a good idea.
Whatever your business, your voice should align with your audience. A company with an older, more conservative target customer should ‘speak’ in proper English, triple checking grammar and punctuation.
A young, hip, urban company, on the other hand, might choose a casual, conversational tone peppered with current slang.
Design your voice, just as you design your imagery and align the two for a stronger, more memorable identity.