Why Generation Alpha will need to hear brands as much as they see them
The Covid-19 pandemic has if anything, accentuated the relationship with home audio AI-tech. Confined in their homes during lockdown, people of all generations have followed the Alpha’s and have befriended Alexa, Siri and Google Home. For a lot of households, smart speakers have become a more important part of daily life than ever before with much of the audio content and a growing volume of brand interactions, happening as purely audio experiences.
Within the next few years, we can expect it to become the social norm to be using our voices to control everything from searching for brand information and shopping to turning on the lights or making an espresso as well as more serious things such as monitoring and responding to reports on our biometrics as we go about our daily lives.
A recent Salesforce report shows that voice is among the key technologies that will impact the next decade of marketing, however only 57% of marketers implement audio tactics.
But how to turn an established visual brand and product range into a complementary sonic identity? And how does one ensure that the brand is clearly recognizable and it is not Alexa, Siri or Google Voice speaking for it.
Sonic identity and audio brand elements will be arguably as important as visual branding, especially as brand associations are indelibly formed at early ages. It also means that voice native users will have low to zero tolerance for poorly executed experiences.
Generation Voice will know what good sounds like and brands whose sonic identities and voice experiences have been well-crafted and repeatedly iterated will be leaps ahead.
In order to reach these expectations, brands need to ask themselves – what is my core DNA? What am I trying to reflect? How do I want my customers to feel?