The future holds new challenges for Brands because interfaces are gradually becoming invisible and interactions will more and more often happen via voice. Which is why your Brand needs a bigger personality. Most brands have extensive guidelines for their visual identity and spend a lot of time and money on copywriting. Which is a good thing, but realise it’s not just about finding the right words to say when you are trying to connect with your audience. The sound of your voice and how you speak count for more than 90% in whether or not somebody is going to connect with you, trust you or even listen to a single word you say. Now is the time to devise an audio strategy for your Brand. Start thinking about sonic voice design and the development of an auditory tone of voice for your Brand. Tap into the power of conversational audio branding and develop a winning audio strategy.
My tip when starting to develop an effective audio strategy for your brand:
Study a small specific focus group that you want to reach primarily. Put the results next to your own interpretation and secondary research results and try to find relevant connections with the essence and values of your brand to build stronger and more meaningful relationships with your customers.
In many cases, creative choices in the field of design are being made primarily based on the brand’s values, internal culture and a personal interpretation of the design team. There is often moderate or no consideration at all for the specific target group you want to reach.
Because of this, generalised and safe roads are often chosen. And the objective is to build an emotional brand connection with as many people as possible. The focus group is often way too large, which makes qualitative research very difficult which is why you can generally only perform at a moderate level.