Voice Branding & Tone of Voice
Words can inform and inspire, motivate and animate, paint and make music that appeals to feelings and reason.
Definition: Corporate Voice Branding
But although every company and brand is different, most of the messages we hear are similar – so it is not just about what you say but how you say it. Corporate wording and particularly the auditorily defined corporate language is just as important a component in differentiating your brand – your individual corporate identity – as the corporate voices and corporate sound.
The corporate or brand voice extends a company/brand’s sound identity. These specific speaking voices are purposefully used for verbal communication and create a clever voice system over the long-term.
It is therefore useful to examine whether a famous dubbing voice, such as that of Bruce Willis, Robert de Nero or Gillian Anderson (Dana Scully from X-Files) is really effective if you have the chance to differentiate yourself in the field with a very specific “tone of voice” – unless you want to achieve more of a “testimonial effect”. And finally, you must ask whether the feelings and images that the sound trigger really correspond with the brand.
Choosing suitable voices is one of our core areas of expertise. And this is by no means a matter of taste. At comevis, voice branding is governed by a so-called “voice system”. We usually develop polyphonic concepts in which we differentiate, for example, between the brand voice and touchpoint voices from creative and functional points of view.
This book is for anyone who wants to find out more about language as a factor of success.
Definition: Tone of Voice
The human voice - in its high identification and differentiation function, language forms the basis for social acceptance and prestige, and is therefore a distinctive feature. Even the people of Roman and Greek antiquity refined their use of language in detail.
Language is always an emotional experience that affects and influences us.
Just like sound factors, word choice, speech patterns, sentence structure and grammar are considered characteristic of a (brand) personality.
In order to be perceived as authentic and credible, uniformity is also of decisive importance in linguistic terms. The way to achieve this is through a consistent definition process in terms of the brand and its values. The end result is a style and wording manual that ideally takes into account all oral and written communication channels. The art here is not to create a rigid set of rules, but to provide orientation and at the same time leave room for change.