The Voice of Brands Is Changing

Letamp8217s start where it all beganamp160 In the beginning there was voice amp160The primary means of communication for thousands of years was wordofmouth and the spoken word amp160Over time humans created written language and started keeping records of what was being said amp160Fast forward thousands of years and we come to the internet and the ability for the written word to flourish and spread like wildfire amp160Along the way we created new languages that relied on complex knowledge to effectively operate them and that brings us to where we are todayamp160We have developed technology so advanced that it understands what weamp8217re sayingamp160 We are now talking to the machines asking them to perform tasks for us amp160These machines have names like Alexa and Siri and Eva amp160These machines are creating value either in terms of performing actions providing information or extracting value from conversationsamp160 Itamp8217s an exciting time to be in technologyWith the advent of voice marketers are trying to jump in with both feet and understand what this means amp160Theyamp8217re trying to understand what the implications are for them and how they use it to communicate to their audience amp160For years I said the promise of the brand has to match the experience of the brand amp160That remains true if you say the brand will deliver a value it has to deliver that valueamp160 Now the brand has to have an authentic voice or it needs to be available for a world where voice is quickly becoming the UI user interface of choiceVoice Is the UI of ChoiceFor most brands they wonamp8217t be having a direct conversation with the consumer but the character of the brand will be represented by anyone who doesamp160 Do you foresee a consumer asking Alexa or Google Home about your brand amp160If so what will be said amp160Are you engaging with those companies to provide content amp160Are you aware of what kinds of questions theyamp8217ll be asking amp8230 and are you capable of taking that information and learning from itDoes your brand offer some kind of chatbot or voice interface amp160If so what is the tone you takeamp160 What does your voice sound likeamp160 This is the most straightforward way that your brandamp8217s amp8220voiceamp8221 will be heard and you canamp8217t simply throw it togetheramp160 What your brand sounds like and the ways it responds with humor or professionalism are part and parcel to your success over timeamp160 Itamp8217s about creating a relationship and some people prefer a specific way the brand will soundamp160 Will your brand sound different to different peopleamp160 Will it have an accentamp160 Should itWhen you can start to engage with a machine or device and ask it about brands you need to know what itamp8217s going to sayamp160 This is actually an entirely new amp8220word of mouthamp8221 to consideramp160 Are you seeding the right kinds of contentamp160 Are the machines and their AI systems going to be able to deliver the right message at the right timeamp160 These are not insignificant issues to think throughamp160 For brands to harness the power of voice I recommend the following steps to consider1 amp160Ask the Question Do I Need a Voice Strategy amp160This question will enable you to determine if your consumer will be speaking to you or to other channels and devices about you amp160Keep in mind that a chatbot in written format on an app or other locations is similar to a directly spoken voice amp160You have to know what kinds of questions are going to be asked and you need to prepopulate a plethora of responsesamp1602 amp160Is Your Strategy Direct or Channel Based amp160Most brands will not have a direct voice strategy so a channel strategy makes the most senseamp160 You need to identify which channels and partners are going to be an area of focus for you3 amp160Will Your Strategy Be Reactive or Proactive amp160Will you be providing responses to questions or do you want to get out in front and engage consumers aggressively and create new experiences for your brand in a voicedriven ecosystemThink these things through and see what you come up with amp160This is a marathon not a sprint amp160Voice isnamp8217t going anywhere but up and itamp8217s getting louder as it goesClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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The Voice of Brands Is Changing

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Cory. Treffiletti

Don’t’ Back Down; Double Down on DEI Investments - By Jack Myers

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The Voice of Brands Is Changing

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Cory. Treffiletti

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