What happens when you close your eyes and think about a brand?
Does a sound come to your mind?
Few brand projects have a strong identity as part of their overall strategy.
With virtual assistants, podcasts, and apps on the rise.
We need to think about how we want our brand to sound or speak.
They say a picture is worth a thousand words.
We can say a word in a thousand ways, and each one can convey a different feeling and emotion.
Intensity, volume, speed, frequency, tone and more help the words spoken to have different meanings.
That said, it is essential to think about the use of tone of voice in branding.
There has been little discussion about the need to start thinking about what a brand’s sound identity should be in those environments where sound plays a critical role.
As the weather changes, the needs change.
From the point of view of creation and brand.
Gone are the days when brands controlled their identity manuals, Pantone colors or closed formats.
Today, it is now more fluid and brands must adapt to it.
The next frontier is tone of voice.
What is the brand’s tone of voice?
In a branding process.
Tone of voice is an essential element in maintaining the consistency of its values over time.
It allows to adapt or mold different activation campaigns or other materials.
To convey this essence in a unified and convincing way.
An excellent example of a company that has transformed the tone and personality of its brand.
Innocent beverage brand is one of its communication pillars.
They created posts with their relaxed tone that broke with anything on the market.
When they emerged in the mid-90s.
They even had their music festival, Fruitstock, which was a huge success.
Coca-Cola acquired them soon after but never changed a small part of their brand’s voice.
Today more than ever.
It is essential to work in this area in order to give.
Brands have a sound identity and give their voice a personality.
A rhythm, a tone, a way of speaking, sounds to guide it, etc.
Because what happens when you close your eyes and think of a brand?
What comes to your mind first?
Few of today’s branded projects have their own sounds.
Their voice (spoken) and the music that identifies them in environments.
Where there are no visual aids to support their message.
We are talking about VUI (Voice User Interface) or VUX (Voice User Experience).
Applied to virtual assistants, podcasts, ringtones, in-app sounds.
To music during a customer service call, to the sound of robot voices.
Sounds or own music to play in shops, fairs or exhibitions, etc.
Virtual assistants are one of VUX’s most powerful markets.
People talk more with their phones, speakers, tablets or televisions.
A study by Gartner predicts that 30% of all Internet searches will be by voice.
In these interactions where brands will be more and more present.
We must look for differentiating voices and sounds.
Examples of different tone of voice
However, this is not something new.
The market that understands this best is the video games market.
Where all the brands have their audio logo or signature sounds.
Which aim to take a space in the hearts and minds of players around the world.