Press
The Voice of Reason in W&V
Voice marketing projects equally create value for consumers and brands. And it is high time for brands to find their own voice and sound.
The influential marketing and advertising magazine W&V is fully aware of the topical importance and features an extensive interview with Alina Schlaier (Design Director, denkwerk) and Michele Arnese (CEO, amp) in its latest issue. The interview covers our new voice initiative we created together with the world leading sound branding agency amp.
Obviously, we take a certain pride in this comprehensive article, as we are fully convinced that the initiative is a future-shaping opportunity. In Germany alone, more than a third of the population uses voice assistants. And the numbers are rising fast.
Alexa, Siri and Google are constantly present in many private households, but the influence and social impact go far beyond. Let’s just think about the favorable use in hospitals, nurseries or elderly care homes, for example. There are so many fields where voice assistants can play an important role and create tangible benefits as voice technology is the most intuitive and easy interface. Thus, our initiative helps companies to find and develop their own acoustic personality.
Many brands don’t think about the personality of the character that is talking to somebody. And whether it fits the brand at all.
However, in voice design, you have to adapt a human way of thinking – because conversation is human.
Imagine you are calling a support hotline. Often, one voice will lead you to another before you finally get to talk to a real person. That means in effect: three voices for the same brand. Pretty confusing for the user.
Alina agrees on the widely shared opinion that only one thing is worse than talking to somebody with no personality: talking to somebody with multiple personalities.
Therefore, it is crucial for a brand to define its tone of voice: Are we the kind of brand that tells jokes? Are we particularly wise? Do we have comebacks or anecdotes to spice up a conversation like a barkeeper?
There is no second chance for a first impression.
The good news is that it’s not too late to tackle the choice of voice and tone. Google, Alexa and Siri are the leading characters in the voice world today. But soon, this will change.
More and more brands have already realized the necessity to act, thus making it more and more challenging in future to stand out from the crowd.
A little comparison: imagine you are designing your logo and have the chance to secure your own color before every single nuance of blue, red or yellow is already in use somewhere else. Those times are over for logo design, but for voice design the time is now.
The voice potential is high and the knowledge about the extent of possibilities rather low. And that is exactly what we want to change with our initiative. As part of that, we offer workshops and individual consulting to help companies and brands to find their very own voice.
Check out the interview and visit us on givebrandsavoice.com for more information.
Or contact us via e-mail: joinus@givebrandsavoice.com
