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The office equipment trade speaks with a middle-aged,
male voice, according to a study by PH Media Group.
Companies
should use
a voice
which best
reflects their
products...
Its survey shows that the most popular
voice for UK firms is male, aged
between 45 and 55, authoritative,
trustworthy and corporate in tone.
Whilst the male voice is generally
perceived by customers to be authoritative
and professional, the audio branding
specialist advises firms not just to follow
industry trends or stereotypes but to choose
branding that suits their specific company
values. For many firms, a female voice may
be equally effective.
PH Media Group Head of Voice
and Music Dan Lafferty said: “An older,
deeper, masculine voice can be used to
convey a sense of authority, especially
when combined with corporate music.
This is important in portraying a sense of
knowledge, professionalism and standing to
business customers. But that doesn’t mean
it will necessarily be the best fit across
the board. Companies should use a voice
that best reflects their products, customer
Voice of the industry
base and service proposition. A feminine
voice can be equally authoritative, but is
also perceived as soothing and welcoming,
reinforcing an ethos of dedicated service.”
The research also audited office
equipment suppliers’ on-hold marketing to
find out which music is most widely used.
The most popular tracks were corporate,
dynamic and modern in style.
Many firms opt to use popular music
tracks, but Lafferty warns that due to
emotional associations these tracks may
not be the best choice for convincing a
customer to buy.
“Sound is a powerful emotional
sense,” he said. “People will often attach
feelings, both positive and negative, to a
piece of commercial music, which will be
recalled upon hearing it. Placing a piece of
commercial music in an on-hold situation,
no matter how cheery and upbeat it may
seem, is a lottery of the individual’s previous
experience of the track. Using commercial
music is also a square peg, round hole
scenario, taking a piece of music and trying
to make it fit a new purpose to convey a
message it was never intended to.”
He added: “A bespoke music track starts
from the ground up, with each element
forming or reflecting the brand proposition,
and with no previous exposure among the
client base. The physical attributes of the
track – whether major, minor, fast, slow,
loud or quiet – are used to communicate
emotional meaning, rather than the personal
experience of the individual.”
