The power of a human brand voice

Campaign ME

2 days ago

How often have you run into someone after many years and not recognised them at first? Many times, or perhaps most times, and this could be due to various reasons: Their hairstyle might have changed, they may have lost a little weight here and there, aged a bit perhaps? Or it could simply be your own memory of a brand has more holes than Swiss cheese!
When you do start talking to that person however, it all starts coming back to you. You know why? It's your memory recognising and processing their vocal patterns – their voice, the way they speak, their choice of words, syntax, tone, inflection, emotional expression and many other factors.
Research suggests that voices are highly distinctive, and because we associate them with emotional and social experiences, we tend to recall them with greater accuracy. This is why hearing a familiar voice can trigger memories and emotions even if we haven't seen or spoken to the person in years and will bring back immediate flashbacks so the likelihood of recognising someone more easily by their voice than by their appearance, is higher.
As humans, each one of us possesses a unique 'verbal signature,' making our voice, spoken words and speaking style distinct and instantly identifiable. This signature ensures that whatever we say can be unmistakably traced back to us and people will remember us for years to come.
In the same way and for the very same reasons, in the world of advertising, all brands need to have a brand voice – when I say brand voice here, I am not referring to the brand's virtual identity, but rather to an authentic, consistent, and distinctive human voice that embodies and communicates the core values and essence that the brand stands for.
This strategy serves three key purposes that drive all brands: recognition, memorability and impact. How? A strong human brand voice ensures that every message is instantly recognisable and resonates with the audience. This voice becomes synonymous with the brand itself, their personality and their slogans.
Just as a distinctive logo or style can make any brand memorable, so can a human verbal signature. Just like brands invest heavily in sonics, music design and catchy taglines, they need to invest in a human voice which will serve as the embodiment and summary of everything the brand represents.
When a human voice is used to personify a brand, it will give it almost human qualities that are inherently relatable and engaging. By 'speaking', this voice allows the brand to interact directly with their audiences, thus creating a deeper emotional connection.
Moreover, a well-crafted and consistent human voice can reflect the brand's values, tone, and personality, allowing it to express nuances of meaning, emotion, and intent that text or images alone cannot convey. This is what will augment the brand's overall impact on its audience.
Consistency here though, is fundamental. The world of voiceovers can be incredibly enticing, much like being in a candy shop. While the wide variety may be alluring, it's important to resist the temptation to sample everything or constantly switch between options. Brands need to focus on selecting the perfect 'sweet' and committing to it, as that one exclusive voice and delivery is what will solidify the brand's presence in people's minds.
In a fast-paced world dominated by social media, constrained budgets, overworked slogans, high turnover of creatives, hierarchical challenges, and the constant pressure to please clients, let us not forget the enduring power of that one human voice that will strengthen your brand awareness.
If you want your campaigns to stand the test of time, choose a consistent human voice that resonates deeply with your brand and remains distinct, amidst the noise of overused voices and fleeting trends.
By Maya Sarji, Founder and CEO, Speak