We live in a world where a large number of people like to engage with their favorite brands online, and business owners are understanding that now.
Today, a chunk of people find new products online and also place the orders online. However, a paradigm shift can be observed in how they approach this which is how we see more and more people searching for information on the web using voice-commands rather than textual queries.
1. Brand voice
AI has impacted lots of industries and the branding industry has not escaped its reach, nowadays we have machines that can create brands[1] based on user inputs. However, while AI has made building a brand identity more accessible, it can also present a challenge, and one of these challenges is the rise of voice assistants.
The voice assistants we have today are finite in number. Some of the most popular options that we use are Google’s Assistance, Amazon’s Alexa, and Microsoft’s Cortona. However, as artificial intelligence technology is becoming stronger, we will have a wider range of these services to choose from. When this happens, then the voice of the virtual assistant may interfere with a brand’s personality. For instance, if someone is using a female virtual assistant to look up information about a masculine brand, then it can hurt the brand’s impact. To tackle this problem, brands must keep these potential situations in mind. So, in this very example, a brand could alter the content that the voice assistance finds in a way that it’s able to retain the brand’s tone (masculine and rough) even if it’s in a female voice.
2. Consistency
Consistency is the key to successful branding[2] – there is no denying that. However, you need to keep that in