The authenticity of tone of voice in the branding process

[khatunhumaira]

Home > Branding > The authenticity of tone of voice in the branding process
What happens when you close your eyes and think of a brand? Does a sound come to mind? Few branding projects factor sonic identity into their strategy. However, with voice assistants, podcasts, and apps booming, we need to think about how we want our brand to sound or speak.
tone of voice

They say that a picture is worth more than many words, but a word can be said in a thousand ways and each of them conveys a different meaning and emotion. The intensity, the volume, the speed, the frequency, the tone... all armenia email list variables that lead the word to cover different meanings. That said, we can reflect on the use of tone of voice in branding. Little has been said about the need to think about what the sound identity of a brand should be, in those environments where audio plays a leading role.

Times change, as do needs. From a creative and branding perspective, the time when brands had control over identity manuals, Pantones or anything else is over. Today everything is more fluid and brands must adapt to this change. The next frontier will be their tone of voice.

What is the tone of voice of brands?
In a branding process, tone of voice is a fundamental part of maintaining consistency of values ​​over time. It helps to adapt or shape activation campaigns or other materials and to convey one's essence in a unified and powerful way.

A great example of a company that made brand tone and personality a cornerstone of their communications was drinks company Innocent. They created personal and light-hearted messages that broke the mold in the mid-90s. Innocent even ran their own music festival, Fruitstock, which was incredibly successful. Acquired by Coca-Cola a few years later, they kept their original 'brand voice'.