Tag Archives: Brand Communication

Sound Branding Term 5: Brand Voice

Thanks to the feedback from Tim Noonan, voice branding expert from Australia, this definition has been  improved:

Brand Voice is the voice that best reflects the ‘personality’ and brand values for a product, service or organisation. The most important aspects during the selection process of the brand voice are accent, gender, perceived age, tone, pitch, volume, rhythm and recognition value. Once a brand voice is chosen it is crucial to obtain exclusive usage rights, at least for your field of business, if not your brand voice could even harm your brand, particularly if the same voice is used for your competition, thus diluting or distorting your brand.

When selecting the Brand Voice the same voice should be considered for use across multiple channels associated with the brand, such as automated telephone services, advertising, instructional audio and of course within the product itself, if it is self-voicing.

What is better:  a voice talent or an actor?…… Continue reading

Are your sounds becoming brand assets?

Are your sound elements becoming brand assets? I found an interesting blog post by Jenni Romaniuk on Randall Beard’s Blog which is describing how you can understand, identify, and build distinctive brand assets.

She states that music, jingles, and sounds can become distinctive assets, just like logos, colors, shapes, characters, or fonts. As examples she uses the Aflac duck, the Nike Swoosh, and Mastercard’s priceless advertising. For Europeans or Germans Milka‘s purple cow or Telekom’s “di-di-di-dii-di” are equivalent examples.

For these elements to become a real asset for the brand it is not enough to be used as part of the brand identity. The specific element has to be unique and prevalent. Only then this element can help to support brand identification or even replace the brand name in communication efforts.  Continue reading