What happens when you close your eyes Djbouti Email Address and think of a brand? Does a sound come to mind? Few branding projects take into account sound identity in their strategy. However, with voice assistants, podcasts, and applications on the rise. We have to think about how we want our brand to sound or speak.
The tone of voice in branding says that a picture is worth a thousand words. But a word can be said in a thousand ways and each one of them transmits a different meaning and emotion. The intensity, the volume, the speed, the frequency, the tone. Everything helps the spoken word take on different meanings. That said, it is worth reflecting on the use of tone of voice in branding. Little has been said yet about the need to start thinking about what the sound is.
The identity of a brand should be in those environments where audio plays the leading role.Times change, so do needs. From a creative and branding point of view, the time when brands had control over identity manuals. Today everything is more fluid and brands have to adapt to it. The next frontier is the tone of voice in a branding process. The tone of voice is a fundamental part of maintaining the consistency of values over time. It helps to fit or mold different activation campaigns or other materials and transmit. This essence is in a unified and powerful way. A great example of a company that made brand tone and personality one of the pillars of its communication. Was the beverage company Innocent? They created messages with their own carefree tone. That broke with everything that was in the market in the middle of 99.
What is the tone of voice of brands?
They even had their own music festival, Fruitstock, which was an incredible success.In fact, Coca-Cola acquired them years later but never modified one iota of its Brand Voice.Now, more than ever, it is essential to work in this area to give brands a sound identity and give their voice a personality. A cadence, a tone, a way of speaking, the sounds that accompany it Because. What happens when you close your eyes and think of a brand? What comes first to your mind? To date, few branding projects have their own sounds. Voice (spoken) and their own music that identifies them in contexts where there are no visuals. To support the message. We are talking, therefore, of the (Voice User Interface) or (Voice User Experience) applied to voice assistants. Podcasts, ringtones, app sounds, music in customer service calls, robot voice tone.
Sounds or own music to play in stores, fairs, or exhibitions. One of the markets that are mostly driven by VUX is that of virtual assistants. More and more people talk to their phones, speakers, tablets, or televisions. In fact, according to a Gartner study, in 2020 30% of Internet searches will be by voice. In these interactions, in which brands will be increasingly present, it is important to look for differentiating. Voices and sounds. However, this is not new. The market that understands the subject the most is that of video games. Where all brands have their own audio logo or differentiating sounds that aim to gain a place. In the minds and hearts of gamers. Sure, many recognize the sound of the Xbox and it automatically transports. Original Xbox 360 Startup (1080p) from Audiobrain on Vimeo .e also have the case of LaLiga.
Examples of differentiating tone of voice
Which has followed in the footsteps of Buy View Like the famous composer Lucas Vidal. This mixes the heartbeat of 90 babies, the applause of the fans, and the melody played by horns. Trumpets and voices. What cases will we see in the future? Surely more brands will follow this path and will begin to take the tone of voice and sound identity into account. In their branding strategy. The image will not always accompany the sound and we must be able to create a recognizable. A style that connects with the user and generates memory. Now is the time to start working on it. Talk later? A Reuters Institute report indicates that 75% of respondents believe. That audio will become an increasingly important tool in content strategies. And for 78%, this will be possible thanks to the growth in the use of voice activation technology.
And it is that now, as Juan Merodio says above, it is time to launch and create your own podcast since.It is still possible to position yourself with some ease. This will not only give us an image of experts, but it will also allow us to reach our audience. A new channel and offer them a more complete experience. That is why at WAM we have put ourselves to work and wanted to launch. Our podcast on Digital Marketing. It will have a monthly periodicity and it will be our space to share the news. And trends through the voice of experts from the team and also guests from the sector. You can already listen to episode 0 in which we talk, precisely. About the rise of podcasts and why we have decided to try this new format. Hit Play and we hope you enjoy it.