In a recent interview, I was asked about the bottom line of having a brand voice:
How does defining our voice make us money?
It’s a good question.
I’m a big believer that you shouldn’t be doing things in business just because somebody else says so. You shouldn’t be blogging if you don’t know why you’re blogging. You shouldn’t do an ideal customer/reader profile unless you understand how you’re going to use it. Just doing exercises for the sake of doing them is a waste of time.
So why should you …