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 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.
One day I changed my cell phone number, but france phone number library the guy at the UFC in charge of the music didn’t know. So he was texting that fan who had my old number, thinking it was me. The fan was selecting my music.
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 библиотека базы данных рекламы 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 bo directory incredibly successful. Acquired by Coca-Cola a few years later, they kept their original ‘brand voice’. Today more than ever it is essential to work in this area to provide brands with a solid identity and give personality to their voice.
A cadence, a tone, a way of
speaking, the sounds that accompany it. What happens when you close your eyes and think of a brand? What comes to mind first? Today, only a few branding projects have their own sounds, a ‘personal’ (spoken) voice and their own music to help them be identified in contexts where there are no visual elements to support the message.
We are talking about
VUI (Voice User Interface) or VUX (Voice User Experience) , applied to voice assistants, podcasts, ringtones, sounds in an app, music in customer service calls, the tone of voice of robots, sounds or music to be played in shops, fairs or exhibitions. One of the markets that is promoting VUX the most is that of virtual assistants.
People are increasingly speaking with their smartphones, speakers, tablets or televisions. In fact, according to a study by Gartner , in 2020 30% of Internet searches will be done by voice . In this type of interaction, in which brands will be increasingly present, it is very important to choose voices and sounds that can differentiate themselves from the others.
Examples of tone of voice differentiation
The most advanced market, without saying anything new, is that of video games , where each brand has its own audio logo or its own sounds, capable of conquering a place in the minds and hearts of gamers. Surely many will recognize the sound of the Xbox immediately thinking back to long afternoons of games: LaLiga also followed UEFA’s lead with a piece created by the famous composer Lucas Vidal.
The song mixes the rhythm of 90 children, the applause of fans and the melody played by horns, trumpets and voices. What will we see in the future? Surely more brands will follow this path and will start to take into account the tone of voice and the sound identity of the latter within their branding strategy.
The image will not always accompany the sound and we must be able to create a personal and recognizable style that connects with the user and generates memories in them. This is the right time to start!!
Although the text of Article 17 does not explicitly require platforms to filter uploaded content, critics argue that this will be the only way forward. For social media experts, the already complex algorithms we work with on a daily basis will be subject to further changes and will impact our daily operations, especially in terms of the reach of our actions.
While YouTube already has a ContentID system that helps it detect copyrighted material, creating upload filters of this kind could prove too expensive for startups and other small businesses . YouTube will become volatile As we noted earlier, YouTube will bear the brunt of this, and that will impact advertising costs.
If YouTube advertising brands increase their competition in the hope of beating upload filters, the platform’s advertising costs will increase. If the opposite happens and prices drop, we could see content creators resort to leaving the platform, due to the inability to upload their content. Keep the content original The most critical consequence of all this is that original content will ultimately win the war when faced with the implementation of these new measures .
While brands can currently upload copycat content, the implementation of the legislation could mean that only the best original content will prevail. High-quality brand marketing is what will prevail. Regardless of the regulatory hurdles that lie ahead, we should never forget this, especially in an industry as volatile as social media.
