Voice has long played a valuable role in brand communication, and its role is very obvious, it can convey emotions, improve efficiency and convey the mind of the brand. Sometimes memory is not simply stored in the mind, but attached to people's senses, and the sensory experience represented by hearing can disappear without the passage of time.
Because sound is based on human instincts for memory, it is direct and primitive, containing features such as structure and symbols, so the sound itself hides a huge imagination when it is emitted, and it is both intuitive and imaginative, and often passively received. Especially when we hear a familiar text or sound effect, we naturally think of something. Therefore, sound is an important carrier of memory.
Building a brand with your voice makes good use of this. To create memory points for sound, write a signal that is easier for the brain to receive, which can be a nice phrase, a brainwashed text, or a special sound.
The design of brand voice is a very effective way to build and strengthen brand identity. Compared with vision, sound has two important differences, sound is often passively accepted, and sound is not limited by space. Imagine that you are shopping, your eyes will actively look for favorite stores and favorite goods, but the eyes are always limited. But when the mall is playing sound, you will naturally passively receive this information. Here are a few scenarios that are great for branding your voice:
Sound is a brand of core competitiveness. For example, sound products such as speakers and headphones and voice interaction products can reflect the sound quality of the product through sound signs, and the timbre itself can carry the character, that is, the performance of the brand's personality.
Brands that have a large number or important voices just need. For example, offline scenes such as driving, sports and home are naturally five sense interaction fields, and in addition to the effect of affecting user emotions, sound is also suitable for transmitting brand minds.
Enterprises that want a richer way to identify their brands. If you want your brand recognition to be not limited to visual or create differentiated communication advantages, then you can expand to the five senses, and the voice can make users form a deeper brand impression.
So how should we build a brand sound brand? The design of sound logos needs to have branded features and memory points. When a voice memory point with personality and very suitable for the characteristics of the brand is created, then the brand is easily transmitted to more places through sound, accepted by more people, and formed a conditioned reflex of brand memory.
The mental reinforcement method of brand sound is to continuously strengthen the sound logo and its derivative sounds in different scenes. Sound signs are called Jingle in the advertising industry, and the dictionary definition is "attractive and easy to remember, short rhymes or songs". Jingle designed well, will have a stronger memory effect than vision.
Areas such as AI automatically generating sound, voice emotion, automated foley, and voice interaction will become greater sound experience value play scenarios. Frequencies such as the Voice of the Economy and the Voice of Literature and Art of the Central Radio and Television Corporation have tried to use AI anchors to participate in the broadcast of news, weather and messages. The exploration of cloud listening in AI intelligent broadcasting is also very representative. The AI anchor created by model training and deep learning of the host's voice reproduces the sound quality of the real person and even the breathing sound. What's more, cloud listening AI orchestration can personalize the vocabulary, emotional logic and language methods that they have accumulated and learned, even if they introduce the same song, each string of words and explanations can be different.
Of course, there is also a situation: no voice is also brand communication. Another key point to think about in sound transmission is blank space. Because the human brain passively receives sound signals, too many chaotic or super-fast sounds will disturb the brain's attention and form sound pollution. Just like vision, people can only accept limited content at the same time, so the use of sound in what scene, what speed and form of speech are particularly needed to be considered.