The New Role of Voice in Brand Storytelling

The New Role of Voice
in Brand Storytelling

MICHELE J MARTIN

Historically when the term voice has been used in business, we have talked about the overall tone and thread of messages across channels. Voice wasn’t literal, it was figurative. The voice-first explosion has changed that.

Until now, it was enough for a brand to consider their words and how they would be perceived and whether they seemed to complement and reflect who the company is. While storytelling is a buzzword that is often overused, when done well, it is a way of taking your audience on a journey with your brand. Each piece of copy and content was a paragraph or a chapter - coming together to make up the larger narrative of the brand story. Over time, with thanks to the advances in different converging technologies, storytelling left the page and went to video, went to music, and now… it has come to voice.

Voice AI is the application of state-of-the-art machine learning to speech blending algorithms to transform human voice recordings into the digital voices brands need today. VocaliD's digital, or ‘synthetic’ voices, have their roots in traditional text-to-speech, but Voice AI isn't yesterday's text-to-speech. Today's voices are expressive and diverse. No longer the robotic speech we’d come to associate with a synthesized voice.

The cutting-edge quality of today’s synthesized digital voices allows brands to extend their reach and be present and voice-consistent in every customer audio touch point... seamlessly.

"Voice AI is not a replacement of voice talent, in fact, it is a way to empower brands and talent to augment their current capabilities in order to meet the changing demands of the voice-first revolution and provide consumers with better Voice Experiences (VX)."

Graphic of sound wave which takes on the shape of a heart before turning back into a regular sound wave patterns

No matter where your brand is, you want your customer to associate positively with each touch point, whether that is written, visual, or auditory. If the digital voice you are using across voice-first devices, in your automated call centers, or in your marketing campaigns doesn’t denote unity, if it creates cognitive dissonance in your audience, you risk losing the attention of your consumer at a vital time in their customer journey.

Many brands today have their spokesperson - Flo, Mayhem, “Do you hear me now?”, and even Poo-Pouri… these brands have all incorporated very specific talent personas for their brands. Voice AI is not a replacement of this talent, in fact, it is a way to empower brands and talent to augment their current capabilities in order to meet the changing demands of the voice-first revolution and provide consumers with better Voice Experiences (VX).

The Possibilities of Voice AI

Imagine having Mayhem deliver real-time dynamic messaging to Allstate customers? Predicting every short script that the actor portraying Mayhem would need to record would be challenging and the delays in recording and delivery of the files would eliminate the ability to make on-the-fly changes. With licensing and royalty agreements in place, brands could now ensure that their spokesperson was available both in human and digital form, ensuring full omni-channel residency and voice consistency.

These technological advances and new products and applications have created both challenges and amazing opportunities for brands today. New roles are being created - Voice Experience Designers and Voice Strategists are two that we’ve seen emerge in the last year. More and more CMOs and other executives are talking about the need for their brand to develop an extensive Voice Strategy. The brands that choose to take control now and design their Vocal Personas to complement their overall story will rise above, their message amplified above the noise as others quickly get in line to join the voice-first movement.

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Voice Experience (VX) and the Voice-First Horizon

Voice Experience (VX)
and the Voice-First Horizon

MICHELE J MARTIN

Voice is our passion.

Founded by acclaimed speech scientist Rupal Patel, VocaliD's team of speech scientists, technologists, and entrepreneurs set out to create a new universe of voices. Voices that felt alive and showcased the identity of the speaker, rather than a random robotic string of words that lacked in personality. Believing that everyone deserved a voice as unique as them, this work profoundly impacted us all and showed us first hand how important the voice experience (VX) is to an individual. Voice experiences didn’t just impact the user experience (UX), it had the power to change lives.

In early 2018, we realized that voice is more complex and layered today than when we first began our mission. With the explosion of voice-first devices and interfaces, voice has become a robust new touch point for businesses to reach their consumers. It has also become a vulnerability requiring a proactive approach to safeguard it against threats. As leaders in the voice synthesis space, we saw opportunities to continue to innovate and impact with our technology by expanding outside the consumer market we first launched in. Now in 2019, we are bringing voice to brands, institutions, and organizations seeking out cutting-edge voice technology as a way to provide better products, services, and experiences for their customers.

"Certainly, voice technology is still fairly young and a lot of questions remain, however, what is becoming quite clear is that voice experience (VX) is the new strategy for marketing and c-suite to embrace.​"

At VocaliD, we foresee voice as a key in the unfolding battle to master and deliver great customer experiences. In a world populated with chatbots, smartphones, voice authentication systems, and smart devices, Voice is everywhere. Voice is impacting UX and making, or breaking, customer experiences.

In order to be heard above the noise in this new arena, brands and organizations will need to become thoughtful in the VX of their customers. It is evolving and becoming a pathway for business development and sales, marketing, research, and operations. Voice is quickly becoming the omni-channel tool businesses must build into their CX strategies. Certainly, voice technology is still fairly young and a lot of questions remain, however, what is becoming quite clear is that VX is the new strategy for marketing and c-suite to embrace.

Voice Matters

Voice is more than a way to express words. Until recently, voice technology has used digital voice merely as an output modality. A means to an end. Consequently, businesses have underestimated the power of the voice experience. Voice is a social connection that brings people together; it empowers stories and bridges the gaps between businesses and consumers in order to enhance all of our lives.

Voice has power, particularly when it is unique and personal. People are diverse, shouldn’t the voice we use to connect with them be as well? Today, custom voice can create a new and vibrant world of opportunities for businesses and individuals. Tomorrow? We haven’t begun to get a glimpse over that horizon yet to fully appreciate the impact voice-first technologies will have. Certainly, what we have heard, we are excited for!

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