Companies spend much time and effort in defining their brand’s voice. With increasing audio-enabled media, companies need to include the actual sound of their brands in their branding strategy as well.
What would it be like to have your high-level content read out loud with a well-defined voice? Think about it in terms of your band – is it male or female? Cheerful or serious? What languages does your brand speak? Answering these questions will prepare you for the future of storytelling.
I recently switched from reading the CNN 5 things to start your day during breakfast to listening to Time’s The Brief newsletter while eating and getting ready. It allows me to multi-task instead of concentrating on my mobile screen while I dry my hair. The Brief is a daily newsletter sent to your email that provides the option to be read out loud by a clear male voice. While you may find it easier for the news industry to implement narration compared to your company, I find the voice selection a great choice to reinforce the Time brand.
To stay successful, a brand needs to respond to change and adapt quickly. While we showed examples of brands that are doing a good job on YouTube in a post a few months ago, I found it challenging to find brands that are successfully implementing voice across media. Podcasts and video are growing markets, as people continue to use smart phones and work on the go. If narration can be done with news and eBooks, what other opportunities are out there for telling your brand’s story?
As with all other parts of a brand, the language needs to be consistent on the website, social media platforms, printed material and all other communications.
Different components work together to make up the personality of a brand. The logo and unique value proposition define the brand, supported by all advertising, marketing, and social media.
The challenge isn’t to come up with this voice, but to successfully manage it. If you are doing a good job on your marketing, you should already have a good idea of how your voice sounds. Ensure it stays authentic and consistent. Think about how sound affects your daily experiences, and how it combines with different visuals.
The brands we love are brands that we connect with. Define your voice before the next social media platform evolves that requires just that.
Do you have examples of companies that are doing a good job managing and implementing a consistent brand voice? Let us know in the comments below!
