What defines a brand?

Your logo? The products? The testimonials? The advertising messages? There is no simple answer to this question. Because the image of a brand is made up of all the contact points of customers 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 implement a voice assistant via the telephone hotline, then this will also influence the brand image.


This raises the question for brand management: 

How should my brand sound?

  • Do we choose a male or female voice? Or should it be neutral?
  • Should it sound old or young? 
  • What tone do we choose? How do we want to design the tonality
  • 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?


Do you already use language-based assistants? When you designed the conversational designs , did you consider how you want your brand represented?