Introduction to Brand Voice and Audio Branding
In a world where the average person looks at their phone 100 times a day, brands need to be thinking of new ways to grab attention. Audio is one way to do this. Voice assistants and smart home devices are becoming more and more popular, so how can you make sure your brand is adapting to this change in technology?
Brand Voice
Brand voice, a term coined by Jennifer Blanchard, is the unique personality of your brand. Your brand voice is how you speak to your customers and represents the mood and personality of your business. It’s what makes you stand out from the rest.
On top of having a target audience, every business should have a brand identity that sets them apart from their competitors—and audio branding is one way to achieve this goal. The way you use language in your ads can tell customers who you are and what kind of value proposition they can expect from working with you over another company offering similar services or products.
Audio Branding
Audio branding is a new way to communicate with your customers, and it’s one of the most effective ways to create emotional connections with them.
In an audio branding session, you record a voiceover which is used as the sound of your brand. You can use this in anything from webinars, podcasts or even social media videos.
This branding technique can be used by anyone who has something to say – whether it's an entrepreneur launching their own business or someone looking for more authority when they speak publicly.
On-Brand Tone of Voice
The tone of voice is a key ingredient in your brand’s personality. It’s how you sound to the people who interact with your brand, including customers, prospects, employees and partners. It should reflect the nature of your business and be consistent across all touchpoints.
Some brands choose to maintain a neutral tone of voice in order not to alienate any customers or create an impression that they are too casual or formal. However, this can sometimes lead to blandness and even monotony over time as it becomes difficult for customers to identify with the company as anything but "neutral".
Audio Marketing
When it comes to audio marketing, the goal is to give listeners a sense of what your brand is all about. In other words, you want them to feel like they know and trust you before they’ve even met you.
What does this mean for you? It means that when it comes to an audio brand voice, your tone should reflect sincerity and honesty. You want people to have confidence in their decision making when it comes to choosing your business over another. If a customer feels like he or she can trust the voice on the other end of the line—whether it’s from an actual person or just from listening through headphones—they’ll be more inclined toward staying with your company for longer periods of time!
Personality of Your Brand
So, why do a voice and audio branding?
In short, it's to help you attract customers by telling them something about yourself. On its own, your company name is just a label—but if you add an identity that people can relate to or is otherwise memorable, it becomes something worth remembering. Your brand will become associated with the personality of your business instead of just being "Company X."
Conclusion
We’re excited to see how voice and audio branding will continue to evolve over the next few years. As the use of smart speakers increases in homes across the country, it will be more important than ever for brands to experiment with new ways of engaging customers through audio. It will be interesting to see how these innovations develop, and we're looking forward to seeing what you come up with!
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