What does a brand sound like?
A brand is built on images. Although companies try to influence the brand experience, the value of a brand is created by what kind of images it evokes and how the brand is remembered.
A brand is not just a company's logo, visual identity or reputation. At the heart of a brand is Feeling And at its best, the experience of the brand creates added value for customers.
Start by asking why
Building a brand image is a good place to start with the "why" question. Why does a company do what it does? Creating a strong emotional bond between the customer and the brand is possible when the customer is conveyed the reason why the company actually exists. For example, Voice Intuitive exists to make it a little easier to consume website content in everyday situations. The idea was born out of the need to listen to the content on the website in the same way as podcasts and audiobooks. With the help of the easy-to-use listen button, which can be found directly on the website, you can easily listen to the information on the website alongside other activities.
The company should also think about how its purpose is reflected in everyday life. It is essential to identify your own competitive factors, i.e. the characteristics of the service that distinguish the company from other operators in the industry. The competitive advantage must be visible and conveyed in the work on a daily basis, whether it is customer service, a service process tailored for the customer, the drive of the work community, the delivery of the service or even the operation of an online store. The customer experience is at its best when the service works so smoothly that the customer's expectations are exceeded.
Social media and brand
Perhaps the most visible part of a brand is its visual appearance. It is very important that, for example, the company's social media channels are visually consistent. When the language used in different channels is also consistent, the tone of voice has been found for the brand. The tone of voice used in social media must also be heard when dealing with the customer face-to-face – conflicts are not beneficial in building trust and emotional ties between the company and the customer.
The reviews of others and especially the opinions shared on social media channels have a major impact on customers' purchasing decisions. In most cases, companies actively encourage public discussion, as it also offers an opportunity to take care of even unpleasant comments and feedback so that the customer is ultimately satisfied. When a customer who has given negative feedback is satisfied as a result of well-managed customer service, it can have an even more significant impact on the formation of a positive brand image for themselves and others.
Sound as part of branding
So far, voice has received less attention in brand building. Despite the fact that we think carefully about the tone of voice of the brand, we often think of it only in the form of written text. Visuality easily distracts from other elements that can be used in branding.
However, voice branding is constantly increasing. Strategically successful use of sound can strengthen the brand's identity, reflect the company's values and further strengthen the emotional bond between the consumer and the company. In addition, the possibilities of using voice branding are extensive. It is essential to consider what kind of sound design strengthens the brand and the customer experience.
Sound can be used to communicate about the brand using several senses. At the same time, the branding process is made more comprehensive. The aim is to create a recognizable voice for the brand or company that stands out from the others and at the same time represents the brand's own identity and the values that are important to it. Typical forms of sound branding include, for example, a sound logo, branded functional sounds, and brand music.
New forms of audio branding
Sound plays an increasingly important role in our everyday lives. We use voice control on our smartphones, listen to podcasts on our drives and calm down to sleep with an audiobook. Companies want to adapt to the new trend of listening by offering the opportunity to listen on their websites as well. Public operators and the media have started to develop websites that can be listened to at the forefront – one of the weighty reasons being the Web Accessibility Directive, which obliges public operators and operators connected to public services to be accessible. The voice feature instantly creates content accessible to the majority of users. Listenable websites also improve the user experience of the site, which in turn promotes accessibility.
When talking about news media, it is easy to understand the possibilities offered by sound. When websites – and news – are made to be listened to, podcasts and morning radio shows suddenly have a real competitor. In a busy everyday life, listening is a form of consuming online content, which offers consumers more time to spend on content. Reading with your eyes is no longer a prerequisite for consuming website content.
Offering online content in an audible format also communicates something about the brand itself. The ultimate reason for enabling more diverse content consumption is always customer orientation. Bringing sound to the website indicates that the desire to make content consumption as easy and pleasant as possible for page visitors. By increasing the options for consuming content, it is also ensured that more and more people have the opportunity to easily familiarize themselves with online content despite possible limitations or different usage situations.
Would you like to promote customer orientation by offering the opportunity to listen to content on your website? Read more about our service here.