Brand voice: how to develop it for your telephone reception service
L’sound identity is a cornerstone of marketing that is all too often the preserve of major brands. Yet it plays a key role in the brand building for any business, provided you choose the right medium. For an SME, that medium is neither television nor radio: it is the telephone, the most common point of auditory contact with its customers.
This guide explains what a sound identity is, why it is an under-utilised marketing tool, and how to build a consistent telephone sound identity that strengthens your brand image, without the need for a studio or an agency budget.
the French
say they feel a closer connection to a brand that has a consistent sound identity.
memorisation
as well as for brand communications that use music consistent with their identity.
business calls
end with a voice message. This is the most common audio point of contact with your brand.
only
Some companies have a defined sound identity. This presents a real opportunity to stand out from the crowd.
What is a sound identity?
A sound identity, also known as audio branding, is the coherent set of audio elements associated with a brand: a recognisable voice, a consistent musical style, and a tone and rhythm unique to that brand. Like a visual identity (logo, colours, typography), it forms an integral part of the’brand image and makes it instantly recognisable, without needing to see the sign.
It is a means of brand marketing in its own right: just like choosing a logo or a colour scheme, choosing a voice and a musical style shapes a customer’s perception of your business from the very first second of a call.
A sound logo or a complete sound identity?
The two terms are often confused. The audio logo is a very short musical theme, lasting just a few seconds, used to round off a advert or a video. The’comprehensive sound identity is broader: it encompasses not only this logo but also the overall musical style, the voice and tone used across all touchpoints, including the telephone. For an SME, aiming for a comprehensive audio identity across all telephone communications is more achievable and more useful in day-to-day operations than a standalone audio logo.
The components of a sound identity
Three elements feature in most marketing definitions: the sound logo mentioned above; the’Sound DNA, the brand’s style and overall musical tone; and the voice, chosen for its tone, rhythm and consistency with the desired brand image. Where a sound charter exists, it sets out the rules for the use of these elements across all media.
A marketing tool that is largely under-utilised by SMEs
Brand communication almost always focuses on the visual aspects: the logo, website, social media and packaging. Sound identity remains the poor relation of marketing, seen as the preserve of large companies able to afford a jingle for television or radio.
This misconception means SMEs are missing out on a real opportunity. Brand marketing is not limited to what we see: it encompasses every point of contact with a customer, including those we hear. Yet the telephone greeting is precisely the most frequent, most direct and easiest audio touchpoint to manage, without requiring an advertising budget or a sound design agency.
The telephone: the first point of contact for your brand image
Even before a customer arrives in-store or visits your website, they have often already phoned. The voice they hear, the music playing whilst they’re on hold, the tone of the message providing them with information: all of this shapes their first impression of your brand, sometimes even before their first interaction with a member of staff. Paying careful attention to this telephone brand identity is one of the most cost-effective and accessible marketing investments available to a business.
«Noise pollution»: the most common problem in the workplace
Most companies do not lack a sound identity entirely: they do have a sound identity inconsistent, built up over time, to the detriment of their brand image. Let’s take a concrete example: that of a typical practice or SME, where each voicemail message was set up at a different time, by a different person, without any overall strategy.
One call, four different voices for the same company
The pre-lift-off
A cheerful female voice, recorded on a mobile phone two years ago.
Waiting on the phone
The default classical music selection, which has never been changed since installation.
IVR
A deep male voice, chosen by the installer and unrelated to the brand image.
The mobile voicemail
A generic message from the operator, in robotic French.
In a single call, this customer heard four different voices, with no stylistic connection between them. None of them is necessarily bad on its own, but taken together, they tell a disjointed story that undermines the coherence of the brand image.
The four pillars of a consistent telephone brand sound
Creating a sound identity for your telephone reception service requires neither a recording studio nor an agency budget. Just four principles are enough to transform a jumble of sounds into a genuine extension of your brand image.
A consistent tone across all messages
Pre-answer message, waiting, IVR, answering machine, voicemail : the same voice – or a consistent family of voices – must convey all your brand’s messages. Customers must be able to recognise the company even without seeing its name.
A consistent musical style
The on-hold music, and any background music for other messages, must reflect a unique musical identity: the same genre, the same tempo and the same atmosphere, all of which should be representative of your brand image.
A consistent tone and rhythm
Beyond the voice itself, the tone (formal, warm, dynamic) and the pace of speech must remain consistent across all messages, to give an impression of continuity rather than a patchwork of marketing messages.
A centralised update
Confusion often arises from ad hoc updates made by different people at different times. Centralising the creation and updating of all messages using a single tool such as Voconix prevents this from happening.
The impact of a consistent brand voice on your brand image
A consistent telephone brand identity is not merely an aesthetic detail: it has a direct impact on how professional and reliable your brand is perceived to be – two cornerstones of customer trust.
Enhanced credibility
A professional and consistent tone across all communications immediately conveys an image of reliability, in contrast to an improvised or generic message.
Improved memory
A consistent sound identity, heard with every call, builds gradual brand recognition, just like a logo seen regularly.
Multi-channel consistency
A voice that is consistent with your visual identity and the tone of your written communications reinforces the overall consistency of your brand image across all channels.
Copyright and the right time: what you need to know before you get started
Do you have to pay royalties to personalise your on-hold music?
If you play commercial music on your telephone hold line, SACEM and SCPA royalties apply, calculated on a flat-rate basis according to the number of lines your business has. This is a common concern amongst SMEs, who fear unexpected costs. The good news is that these fees remain modest and our comprehensive guide to SACEM and SCPA rights sets out the exact amounts and the options that do not incur any charges.
When is the right time to review your telephone brand identity?
As with a visual identity, certain moments are more opportune than others for harmonising your sound identity: a change of manager or director, a relocation, a rebranding, the opening of a new site, or simply the realisation that there is still no consistency between your messages. You never need to wait for a major project to get started: the update can be carried out gradually, message by message.
How to create your telephone brand identity with Voconix
With Voconix, the sound identity of your telephone reception service is created in four simple steps, directly online:
Choose a voice and stick with it
Choose the AI voice that best suits your brand image from the 25 available in 5 languages, then use it consistently across all your messages: pre-hook, waiting, IVR, answering machine.
Choose a unique musical style
From a selection of over 10,000 tracks, choose a style that suits your voice and your sector, and apply it to all your on-hold and transition messages.
Ensure the text and tone are consistent
Ensure your messages are written using consistent vocabulary and tone: the same level of formality and the same polite phrases should be used across all your brand’s telephone touchpoints.
Centralise updates
Keep all your messages in a single Voconix account. Every update (new timetables, new service) is managed from the same place, with automatic delivery to your installer, which prevents the mess from returning over time.
An important point to note: Voconix is not a substitute for a sound design agency for a brand seeking an original jingle to be used in TV or radio adverts. Voconix helps to build vocal and musical consistency across the one channel that really matters to the vast majority of SMEs: telephone reception, as a direct extension of your brand marketing.
Voconix
Give your brand a consistent voice today
Create your professional voicemail, your pre-hook and your on-hold message with the same voice and musical style, in just a few minutes, without a studio. First message free, no credit card required.
Create my brand voiceFAQ: Sound Identity
What is the difference between a brand’s sound identity and its visual identity?
A brand’s visual identity comprises its logo, colours and typography. Its sound identity is the auditory equivalent: a voice, a musical style and a tone that make it possible to recognise the brand without seeing it, for example over the telephone.
Do you need a large marketing budget to have a sound identity?
Not for telephone customer service. A comprehensive brand sound identity used in TV or radio adverts requires a substantial agency budget. But creating a consistent voice and musical style for your telephone messages is achievable with a tool such as Voconix, without a studio or an agency.
What is "sonic clutter"?
This is the result of a brand sound identity built up piecemeal, with no consistency: a different voice on the pre-answer message, different music on hold, and a generic message on the mobile voicemail. The customer therefore perceives several different tones for a single brand.
How can you synchronise the pre-ring tone, hold music, IVR and voicemail?
By using the same voice across all messages, a distinctive musical style for the background music, and a consistent tone in the text. Voconix enables you to create and manage all these messages from a single account to ensure consistency.
Can an AI voice convey a professional sound identity?
Yes. A AI voice A consistent voice, used consistently across all messages, creates a brand voice that is just as effective as a human voice recorded in a studio, with the added advantage of being able to change the text without having to re-record.
How does a sound identity strengthen a brand’s image?
A consistent voice and musical theme, heard with every call, gradually build recognition in much the same way as a logo seen regularly. They reinforce the perception of professionalism and build trust in the brand.
Should you change your brand’s sound identity regularly?
No, stability is precisely what builds brand recognition. It is better to make occasional adjustments to the content of your messages (timetables, services) whilst maintaining the same tone and musical style over the long term.
How much does a telephone brand identity cost?
A complete brand sound identity developed for advertising costs several thousand euros at an agency. For telecoms, the cost is much lower: with Voconix, the first message is free, and the subsequent packages are still affordable for an SME.
Do I have to pay SACEM or SCPA royalties to customise my on-hold music?
If you play commercial music, then yes, a flat-rate licence fee applies based on the number of telephone lines. Our dedicated guide sets out the exact amounts and the possible alternatives that do not incur any charges.
When is the right time to review your telephone brand identity?
A change of manager, a move, a rebrand, or simply realising that there’s a bit of a noise mess – these are all good reasons to get started. You never need to wait for a major project to begin.
What is the difference between a sound logo and a complete sound identity?
A sound logo is a very short musical signature used to round off an advert. The full sound identity is broader in scope: it includes the voice, musical style and tone used across all touchpoints, including the telephone.
Does a small business really need a brand sound?
Yes, and it’s actually more accessible than you might think when it comes to telephone services. Only 20 % of businesses have a defined audio identity: creating one for your telephone reception is an opportunity to stand out that your competitors are not making the most of.
How many companies already have a brand sound?
Around 20 % of businesses have a defined sound identity, and 8 out of 10 do not even have a sound logo. This is a marketing tool that remains largely under-utilised, particularly by SMEs.
Should I have a different sound identity depending on the age of my customers?
The musical style and tone of voice can indeed be tailored to your target audience: more dynamic for a younger clientele, more measured for an older one. The key is to ensure consistency across all your messages, whatever style you choose.
Does my telephone brand identity need to match my visual identity?
Ideally, yes. A dynamic tone of voice is more appropriate for a brand with a colourful, modern logo, whilst a more measured tone is better suited to a understated, institutional visual identity. This consistency reinforces the overall cohesion of your brand image.
Can I try out a few different voices before deciding on my signature sound?
Yes, it’s actually recommended. Voconix allows you to listen to and compare several voices reading your own text before choosing the one that will become your brand’s signature voice.
How long does it take to establish a consistent telephone brand identity?
With a centralised tool such as Voconix, all your messages (pre-answer, on-hold, IVR, voicemail) can be created with a unique voice and musical style in under an hour, compared to several weeks in a studio.
