What makes a brand?

Your logo? The products? The testimonials they represent? The advertising messages? There is no simple answer to this. Because a brand's image is made up of all the points of contact customers have with a brand.

With the advent of smart wearables, speakers and smart homes, consumers no longer focus on the screen of their mobile phones and tablets. Instead, they move in a flexible multi-interface system in which they switch between speech and text-based applications. 

Why is this important for brand managers?

Every contact with a brand shapes its image. And with Voice Search and the advent of voice assistants, more and more of these contacts are voice based. 

For example, customers not only place their orders at Amazon on their desktop or via the app, but also via the language assistant Alexa. As a result, Alexa's voice is increasingly associated with the Amazon brand.

Another voice based contact point are telephone applications. The behaviour and the habitus of the employees at a telephone hotline determine how a company is perceived by the customers. Therefore, employee training in this area of customer service is a given. 

If a company now decides to use a voice assistant to relieve the employees Voice assistants over the telephone hotline, then this will also influence the image of the brand.


This raises the question for brand management: 

What do I want my brand to sound like? 

  • Do we choose a male or female voice? Or should it be neutral?
  • Should it sound old or young? 
  • What tone of voice do we choose? How do we want to Tonality design? 
  • How do we proceed with the choice of words?
  • How do we shape the dialogue with our customers? Funny and entertaining? Or do we want to appear respectable?
  • How do we make a voice immediately associated with our brand? Like a slogan?


To make your virtual assistant fit your target group, you need a persona that also covers conversational AI aspects. Our Persona Canvas will help you with this: