Voice Equity: Why Your Brand’’s Voice Is It’s Most Powerful

In today’s saturated advertising landscape, “voice equity” is emerging as a key foundation for brands aiming to leave a lasting impression.

With countless brands vying for attention, the right voice cuts through the noise, builds familiarity, and drives brand preference.

As a voice casting director and audio producer with years of experience in talent management and post-production, I’ve witnessed firsthand how a carefully chosen voice can elevate a brand’s presence.

By using it consistently and intentionally, the voice of your brand creates a unique audio identifier that distinguishes that brand in a crowded marketplace.

But what exactly is voice equity, and why should you prioritise it? 

WHAT IS VOICE EQUITY?

Voice equity represents the value that a brand’s voice carries in the marketplace. It is a long-term investment in a brand’s vocal identity – an asset that when cultivated consistently, over time fosters authenticity, builds trust and enhances brand recall.

Much like building equity in a home, voice equity grows over time, becoming a powerful differentiator in a competitive landscape.

Voice equity is more than just the literal sound of a voice, it forms part of a brand’s auditory identity. This includes tone, personality, language choices and consistent application. It’s the auditory equivalent of visual branding elements like logos, colour schemes, and taglines.

When audiences repeatedly hear a consistent, authentic voice across different platforms, they develop a subconscious connection with the brand. 

With significant growth in podcast consumption, daily use of voice assistants, interactive retail experiences and AI generated content, the need for a distinctive human-centred voice has never been greater.

Brands that invest in building and developing a unique audio identity and prioritise voice equity, are better positioned to establish memorability and long-term brand loyalty.

WHY SHOULD BRANDS CARE ABOUT VOICE EQUITY?

Brands potentially invest upwards of tens of thousands of dollars in developing their brand’s visual identity. They create company playbooks and brand guidelines for all their visual and written communications to ensure consistency in tone of voice.

Take a look at your brand’s playbook now. Chances are, there’s no mention of your brand’s voice beyond the visual or use of language. Yet the audio identity of a brand can play a pivotal role in shaping perception.

Failing to consider the auditory identity of a brand is a missed opportunity. Here’s why brands should be investing in voice equity:

Authenticity, Emotional Connection and Trust: Voice carries emotion, nuance, and personality in ways that visuals alone cannot. When aligned with a brand’s mission and values, an authentic and consistent voice builds brand recognition, an emotional connection and trust with audiences.

Brand Differentiation in a Crowded Market: Consumers are bombarded with visual and auditory content daily. A distinct and unique brand voice helps brands stand out, creating a competitive edge in an increasingly noisy marketplace.

Brand Longevity and Recall: A consistent long-term voice creates strong brand recall. Just as we associate certain brands with iconic visual logos, we also link them with distinctive and familiar voices like the iiNet guy, and sounds (think Netflix audio logo).

Consistency across communication channels: Voice is an integral part of the customer journey. From broadcast commercials to social media, IVR systems to in-app notifications and A.I agents, a brand that establishes strong voice equity ensures a consistent, seamless and recognisable presence across all touchpoints.

WHICH BRANDS IN AUSTRALIA HAVE BUILT VOICE EQUITY WELL?

Examples of brands that have successfully embraced the concept of brand voice equity include ANZ and Bunnings.

Since 2019, ‘Andy’ has been the spokesperson for ANZ Business Banking, personifying the challenges and successes of small business owners. By expanding Andy from television to radio, ANZ further strengthened brand familiarity and elevated its connection and trust with business owners across multiple touchpoints.

Bunnings long-term strategy of showcasing staff members who embody the Bunnings experience has built a recognisable and credible brand voice, reinforcing consistency and reliability. This has resulted in strong brand equity through authenticity, trust and engagement.

HOW TO BUILD VOICE EQUITY

Building voice equity doesn’t happen overnight. It requires consistency, investment, and a long-term vision.

Developing a distinctive auditory identity demands thoughtful planning. A strong, unique voice can foster emotional connections that transform passive audiences into loyal customers.

Are you ready to build true voice equity for your brand? Here are 5 steps to get you started:

Define Your brand’s voice identity:

Before creating voice assets, brands must first define their voice identity.

Tone and personality (authoritative, friendly, sophisticated), communication style (formal, conversational) and accent (global appeal, particular location). Conduct brand voice workshops and align voice guidelines with broader brand messaging strategies.

Selecting the right voice talent:

Invest in quality voice casting and testing.

Choosing the right voice is crucial. Brands must consider not just vocal quality but also alignment with brand personality and audience expectations.

This applies whether you are using human voice actors or synthetic voices.                                                                                                                                   

Consistency across all touchpoints:

A brand’s voice should be recognisable across all customer interactions, from advertising all the way through to customer service.

Develop a clear brand voice guide for use across all areas of the business. From marketing and advertising through to customer support, online and in-store.

Voice as an Experience:

Voice is more than just a medium for conveying information—it’s an experience.

In a digital-first world, where consumer interactions are increasingly virtual, the auditory identity of a brand plays a pivotal role in shaping perception.

Whether it’s a customer service interaction or a TikTok video, the voice must align with the brand’s values, tone, and style to create a cohesive experience. 

Invest in sonic branding:

Beyond spoken voice, brands can enhance their brand identity and improve brand consistency through sonic branding. Work with audio branding experts to create memorable sonic assets.

VOICE EQUITY AND LONG-TERM BRAND ENGAGEMENT

Voice equity represents more than just how a brand sounds. It represents the trust, recognition and authentic connection brands build with their audiences through consistent and meaningful communication.

In a world where voice is often an underappreciated brand asset, a well-developed voice equity strategy builds long-term brand engagement and fosters customer loyalty.

As brands navigate crowded digital and audio landscapes, and with an increasingly AI-driven world at our heels, the importance of building and maintaining brand voice equity will become even more crucial for brand success.

Want to learn more about building a distinct voice for your brand? Contact us.