I celebrate myself, and sing myself,
And what I assume you shall assume.

So begins Walt Whitman’s poem “Song of Myself”, first published in 1856, and establishing him as one of the most celebrated voices of 19th century American Letters.

But before you ask what any of that has got to do with getting your brand established in the 21st century marketplace, take another look at Whitman’s words. In just two lines, he describes the basic components of any successful brand presentation.

First, there’s the speaker’s utterly confident self-promotion. He knows his product and he’s willing to put everything he has behind it. Next, he makes an immediate engagement with his audience. For all this talk of himself, it’s every bit as important that he and his audience come to a mutual understanding (which he dictates, of course!). These two components together make his message. Which is vital. But it’s the words the speaker chooses to convey his message, and the manner in which he uses them, that ultimately get our attention. Even if we find his idea a little lofty or grandiose, his approach is simple and clear enough to connect with us on an emotional level. And it’s that emotional experience that draws us in. Maybe we should stop and listen to him sing. Maybe we will end up assuming whatever it is he wants us to. Let’s hear what the man has to say.

This is what voice in branding is all about.

Your brand’s message begins your conversation with the consumer, but it’s the voice that keeps them listening. It should be right for what it is you feel you have to offer, and clear for the particular audience you hope to engage. And it needs to be real. Human. Especially in an online environment, because without it, even the most sophisticated website is just an example of technological prowess. At the end of the day, your brand is there to talk with your audience. So let it talk. And talk in a way that’s worthy of our trust and our loyalty.

I sound my barbaric yawp over the roofs of the world.

Walt Whitman defined his voice as his barbaric yawp and he sounded it over the rooftops of the world. How you define your brand’s voice will determine just how far over the rooftops it will travel, and who will stop to listen.

Howard Solomon is copywriter and brand developer based in Brooklyn, NY. Connect with him on LinkedIn and Twitter.