Frank Radice

Expert in Residence

July 103 minutes min read

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The Evolution of “Voice of Brand”

BY DEFINITION, “VOICE OF BRAND” MEANS THAT THE PERSONALITY OF YOUR BRAND IS DETERMINED BY THE WORDS YOU USE TO DESCRIBE IT AND THE IMPRESSION THOSE WORDS LEAVE ON THE CUSTOMER.

But now there is another definition. 

But there is another definition. 
“Voice of Brand” is also the sound of your brand and the emotional impact that sound has on the customer.
That will be in no small part due to the penetration of smart speaker devices (artificially intelligent audio assistants like the Amazon Echo or Google Home) which are becoming so prevalent as to be changing the dynamic of brand impression.
But “Voice of Brand” is too limiting a concept. The reality will be that “Voices of Brand” will become the norm.
AI voice will include everything from sex to accent to inflection and regionality, and it will deliver your brand message with a decidedly targeted sound. What one person hears from a brand may be entirely different from what another will hear, but the experience will still be on brand.
Computer-human interface will determine how you hear everything your brand engages with, from buying to selling, and customer service. “Voice” is being heard everywhere and in many ways.

According to the voice tech agency, VAICE:

  • 20% of US Homes have a voice assistant.
  • 10% of UK homes have a voice assistant.
  • 40% of US Adults search via voice.
  • 85% of brands are creating voice strategies.

And with the sales of digital assistants projected to rise to 15.1 million by 2020, (according to the Consumer Electronics Association) voice will become an essential part of omnichannel marketing strategy.

Retail marketers are now investing heavily in voice search, with 53% saying they are planning on investing in the next 12 months according to The CMO Performance Report 2018.

Every influencer has a different sound and represents a different demographic. Brands will manage those differences and the AI will pair the voice/influencer to the customer in a most natural and organic way.

The advantages are clear, voices of brand are critical in more ways than one, and the evolution of voice tech is moving at such a rapid pace, that those who jump on it first are bound to reap the most benefit in their vertical. 

But merely being on board isn’t enough. Understanding the computer-human interface through voice is critical.

It’s generally recognized that the evolution of “voice(s) of brand” is moving at an exponential rate. 

So lead, follow, or get out of the way.

Voice of Brand Voice Assistance Technology AI