Far from being a new trend, sonic branding has been around since the Golden Age of Radio. With the advent of TV, consumers became accustomed to a mixed approach, a combination of audio and visual branding. Today, artificial intelligence, voice, and bots are becoming the new creative framework for the biggest global brands. We’re also seeing a shift from a visual or graphic user experience (UX) to the voice-user interface and the voice experience (VX). In the voice interface, brand communication is becoming bidirectional, and users are conversing with voice assistants from the comfort of their own homes.
Voice assistants offered by Google, Amazon and Apple are experiencing explosive growth. Over 20% of adults in the US already have a smart speaker, and that number is growing by 50% a year.
Smart speakers are not only used to control devices in the home but also for online search. The majority of smart speaker owners say they would rather search by voice than using the traditional keyboard or screen. Voice shopping is also becoming more popular. We are experiencing a powerful shift, with the voice user interface (VUI) playing an increasingly important role in our consumer lives.
65% of users “say that they wouldn’t want to go back to life without their Smart Speaker” (The Smart Audio Report), and as many of these users stop looking and start listening for content, how should marketers prepare themselves for a voice-first future?
The main pain point is that today, almost every company with its own Google action or Amazon skill sounds the same, whether it’s a bank, postal service or supermarket
When designing their UX, companies need to make sure that there is smooth, error-free voice interaction between customer and brand, and marketers should invest the necessary effort to develop an effective audio strategy as part of their overarching branding approach.
In an aggressive market, setting yourself apart from the competition when interaction happens without logos or visual language can be challenging.
Agencies, consultancies, internal teams, and the like already put in a lot of work to develop brand voice, so why not focus on developing what that brand voice actually sounds like?
The VX is a relatively new space, but there are experts who can help cast the most effective brand voices. When entering the skill/action/app marketplace, marketers need to define their brand “voice” in the voice-user interface, as part of their consumer base’s Voice Experience (VX). Considering that some market analysts, amongst which Pandora for brands, consider voice to be the next big thing since touch, taking the time to define all aspects of one’s brand voice before entering the market can save companies time and money in the future, and deliver positive outcomes for all stakeholders involved.
The current widespread voice monotony among companies is unnecessary. These companies’ websites don’t all look the same, so why settle for anything less in the VX? There doesn’t need to be anything robotic about a Smart Assistant’s voice.
Moreover, consumer-voice assistant dialogues regularly fail because questions or commands aren’t understood. It’s important to choose the right artificial intelligence algorithms to make interaction with chatbots and voice assistants much more natural.
ReadSpeaker has the expertise and experience in developing unique, human-like synthetic voices with the characteristics required to deliver successful VX to your customers in the voice-user interface. We offer both off-the-shelf voices and exclusive custom voices, powerful tools for achieving instant brand recognition and creating strong bonds with consumers.
Contact ReadSpeaker to discover how we can develop the perfect solution for your voice-branding success.