Hanna Metz and Tim Warren explain how AI can be employed to adapt your brand voice in just the right way.
A brand voice is more than a box to tick or a guidelines pdf collecting virtual dust in a shared folder. Brand voice is a dialogue, a two-way street that forms the foundation of a lasting relationship with the audience. A brand’s voice serves as its signature tune, a melody that sets it apart in a market buzzing with diverse tunes.
This voice reflects a brand’s ethos, its values, and its personality. Yet, with the drive towards personalisation, how does a brand ensure it remains authentic while simultaneously tailoring its message to resonate with diverse audiences?
AI proposes a solution, but it’s a nuanced play.
The initial appeal of AI lies in its data-driven approach. By sifting through a treasure trove of data, AI brands adjust their voice to echo the sentiments of their audience. But where does adaptation end and imitation begin? In a world that thrives on authenticity, the last thing a brand wants is to come across as disingenuous.
The process becomes particularly intriguing when we consider AI for crafting multilingual brand voices. As brands cast their nets wider and cross borders, the challenge amplifies. How does a brand maintain its essence while speaking in the tongue of different cultures? AI shows promise in aiding the seamless transition of a brand’s voice across languages, but this should be done with a hefty dose of caution. AI is not (yet) perfect, nor are its translations. This is a nuanced exercise and it is crucial to consider that some aspects of a brand’s voice might not translate seamlessly into other languages.
Entire AI powered tool sets are now emerging to automate the way brands can change and define their voice. AI-driven solutions, such as natural language processing and sentiment analysis, enable brands to gain deep insights into consumer preferences, behaviours, and sentiments.
AI tools identify patterns and trends that inform brand targeting. These tools help brands fine-tune messaging, ensuring resonance with their target audience(s) and aligns with their values and objectives.
Personalising content
AI enables brands to personalize content, addressing individuals’ specific needs and preferences, thereby creating a more engaging and relatable brand voice. Moreover, chatbots and virtual assistants powered by AI enhance customer interactions, providing quick and consistent responses that reflect the brand identity – while adjusting to the hyper-personalised audience.
Global fast-food chain KFC uses AI to create a custom spokesperson using Amazon Polly’s Brand Voice. The service allows KFC to generate a unique and consistent voice that mimics the iconic voice of Colonel Sanders, the founder of KFC.
Duolingo, the popular language learning app, uses AI to create personalised language tutors for its 500-million-plus virtual students. The app uses natural language processing and machine learning to generate adaptive and customised lessons, feedback, and rewards that suit the learner’s level, goals, and preferences.
Hyper-personalisation, the golden child of modern marketing, brings another layer to the discussion. AI’s ability to micro-segment audiences based on various factors like age, location, and cultural nuances, enables brands to refine their messaging to appeal to different segments, enhancing the overall engagement and resonance. Yet the challenge is to never stray too far from the brand’s core identity and to ensure that adjustments to the brand’s voice are just that – adjustments, not overhauls. Should we give the audiences exactly what they want? Yes, to an extent. The brand’s unique voice and personality should never be sacrificed to do so. It’s not about letting AI dictate the brand voice but using AI to ensure the brand voice remains accessible: dynamic, relevant, and engaging while staying true to the brand’s core identity.
Retaining core values and ethos
A report by Lucidpress shows that consistent brand presentation across all platforms can increase revenues by up to 23%. It’s no wonder that companies such as ANZ, BP and Pepsi spend big bucks on their branding. But remember, while AI can provide the roadmap, the driver’s seat should be occupied by the brand’s core values and ethos. The role of AI in crafting and fine-tuning a brand voice is significant. It’s about leveraging the power of AI to ensure the brand voice remains dynamic, relevant, and engaging, yet authentic.
As brands continue to navigate this unchartered territory, the ones able to use AI to adapt their brand voice in just the right way are likely to resonate louder and clearer.
Hanna Metz is the founder of Smart Path Digital (https://smartpath-digital.com/), a Strategic Agency. Combining her international track record in marketing leadership with expertise in digital strategy, Hanna crafts impactful brand narratives that drive businesses to new heights. https://www.linkedin.com/in/hannakmetz/
Tim Warren is a Founder of Ambit.ai – an Artificial Intelligence startup. He is a Fractional Executive (https://www.expert-fit.com/team/tim-warren), keynote speaker and a regular commentator on AI, Technology and Leadership. https://www.linkedin.com/in/tswarren/
References: KFC & AI, Duolingo & AI , Forbes.com, Medium.com Toolset example: https://www.taskade.com/
