When Brands Speak: BarmeniaGothaer Establishes Hybrid Brand Voice Model With comevis
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BarmeniaGothaer is strategically realigning its audio branding as part of the merger. Together with comevis, a hybrid brand voice model has been developed that combines human and AI voices to create an integrative value creation system.
Voice-based interactions are becoming increasingly important: whether via voicebots, AI agents, or automated services, customers are increasingly encountering brands through voice first. 🎙️ This is exactly where the new voice architecture comes in, which will be experienced in the coming months through campaigns, social media, events, and customer service. The goal is to create consistent brand, sales, and service experiences across all voice-based touchpoints.
Multi-Voice Brand Voice Model for Marketing and Service
At the heart of the project is a multi-voice role model with clearly defined brand voices. A scalable brand architecture was designed that systematically combines human and AI voices. 🤝
The two central brand voices:
Stella – Brand Main Voice (Human + AI)
Emotional bearer of the brand identity
Can be used both as a human speaker variant and as an AI voice
Liam – AI Support Voice
Functional voice for information and service situations
Optimized for automated interactions
“With the merger, we have brought together not only two companies, but also two brand worlds. Our aim was to make this new identity audible right from the start [...]. Together with comevis, we have created a comprehensive voice branding that conveys precisely these values. The new guidelines support our teams in creating a consistent, auditive brand experience at every touchpoint.”
Heiko Scholz, Head of Marketing, BarmeniaGothaer
Empirical Basis for Brand Voices
The development of brand voices was accompanied by a quantitative study involving around 1,600 participants, which was conducted in collaboration with the IMW. 📊
The voices were examined according to the following criteria, among others:
Likeability
Euphony
Brand fit
Industry fit
Use case suitability
This allowed the emotional impact and usability of the voices to be empirically verified.
Audio Branding Along the Entire Customer Journey
“Building our auditive brand identity is an important step in making the new brand tangible throughout the entire customer journey. The defined voices provide guidance – both internally and externally – and create a consistent experience that reflects our strategic aspirations. Thanks to the clear guidelines, everyone involved knows exactly how audio is used effectively and what contribution it makes for our customers.”
Stephanie Nippgen, Head of Strategy & Customer Marketing, BarmeniaGothaer
The hybrid model combines emotional brand management with automated interactions and ensures recognizability across all voice-based touchpoints. Wesound worked with BarmeniaGothaer to develop the corporate sound.
Voice Guidelines for Practical Use
Voice guidelines have been developed to ensure that the new brand voices can be used consistently in everyday work. 📑 Among other things, they define the understanding of roles, tonality, and specific areas of application for the voices.
“The new voice guidelines provide us with a clear structure for everyday use. Thanks to the defined roles, language styles, and use cases, we know exactly how the brand voices should be applied. This creates certainty in implementation, ensures consistency, and strengthens the profile of the new brand across all communication channels.”
Lisa Frieden, Senior Brand Manager (Referent), BarmeniaGothaer
Scalable Production of Voice Content
BarmeniaGothaer uses comevis VADio Creator Pro for the daily production and management of audio and voice content. This allows content to be created directly and efficiently in the defined brand voices via text or voice input. 📢
“The requirements for audio and voice content are diverse—from campaigns to service to video formats. With VADio Creator Pro, we can flexibly create content, edit it as a team, and transfer it specifically to our AI voices. This ensures that every output complies with the defined guidelines, simplifies our daily work, and strengthens the consistency of our communication.”
Sarah von Reichmann, Marketing Manager, BarmeniaGothaer
In the future, collaboration between humans and AI can be further expanded—for example, through AI agents that assist in selecting suitable auditory elements.
Voice as a Strategic Lever for Modern Brand Management
With the introduction of multi-voiced brand voice, BarmeniaGothaer is establishing audio branding as an integral part of its brand architecture.
“With the increasing importance of conversational AI and voice-based interfaces, vocal brand architecture is becoming a differentiating factor,” says Stephan Vincent Nölke, CEO of comevis. “The key here is not a single voice, but a defined and scalable model that consistently combines human and AI voices,” adds Patrick Claude Nölke, CDO, ppa., comevis. “This makes brand voice a connecting element of brand management – across marketing, service, and dialogue-based touchpoints,” explains Alexander Thesing, CSO, ppa., comevis.
The project shows how audio branding, conversational design, and AI-based voice technologies can be combined. 🌐 With the hybrid brand voice model, BarmeniaGothaer is creating a foundation for consistent brand communication in an increasingly dialogue-oriented world – across marketing, sales, and service.
