213: Jimi Gibson - Why Your Brand Voice Matters More Than Ever

Business Mic

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20d ago 18:04

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Jimi Gibson is the Vice President of Brand Communication for Thrive Agency, a full-service digital marketing firm that has spent over 15 years helping businesses—from small local shops to large multi-location enterprises—navigate the fast-changing online landscape. In this episode of the Business Mic Podcast, he shares insights on adapting to the rise of AI in marketing, the importance of authentic brand voices, and how personal branding can drive meaningful business growth.

While AI tools like ChatGPT and voice cloning are becoming more prevalent, Jimi warns against over-reliance on automated content. He explains that generic, AI-generated messaging often lacks the nuance, expertise, and trustworthiness that customers expect—and that search engines increasingly reward. Instead, Thrive Agency uses AI selectively for data analysis, idea generation, and efficiency, while ensuring that human insight guides at least 80% of all content creation.

Jimi draws on his unique background as a professional magician to explain the marketing process as a three-step journey: connection, curiosity, and conversion—mirroring how a magician captures attention, builds intrigue, and delivers a satisfying payoff. He encourages businesses to identify internal subject matter experts, or have founders themselves become the face of the brand, to stand out in a marketplace flooded with generic messaging.

Looking ahead, he sees opportunity for brands that invest in high-value, human-driven content and adapt SEO strategies for the evolving AI-driven search environment. His advice to leaders: be intentional about who represents your brand online, share expertise generously, and use technology to enhance—not replace—the human touch.

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