What Does Your Brand Sound Like?

Written by Jamie Irvine | 3-minute read

“Alexa, order me new jeans.”

“Google, schedule me a haircut for next Wednesday between 10 am and 12 pm.”

If you are a senior executive or a business owner I would like you to contemplate something that GaryVee asked at VoiceCon 2018; “what does your brand sound like?”

This is the future, VOICE is the biggest thing since the internet and social and the impact on users and businesses is so big none of us really understand how much it is going to fundamentally change our lives and the way we do business.

What does your brand sound like?

It’s a really good question. For decades we have had to consider what our brand visually looks like but we have never had to consider what it sounds like.

Is it male or female?

Does it have an American, Australian, British, Chinese, German, Indian, or Spanish accent? What about a Canadian accent, eh?

When you start to think about what your brand sounds like you begin to realize how enormous the implications of VOICE really are and you start to appreciate how VOICE will force all of us to question what our business is all about all over again.

“What strategy are you employing now to ensure that your VEO works properly?” – Jamie Irvine

No that isn’t a typo, I didn’t mean to type SEO (Search Engine Optimization), VEO is Voice Engine Optimization and whether that is what they end up calling it or not, every business is going to need to optimize everything they do online for VOICE.

In the past, if you ranked well for certain keywords your website got onto the top page of Google and that was very good for business. Then Google AdWords came along and if you paid the most your ads were seen first. Social Media platforms changed the way we do business and incorporated their own advertising programs.

Very soon Google and Amazon will announce that they have a new way for businesses to compete for Voice Search Results. That is when everything for business will begin to rapidly change and the fortunes made and lost will be staggering.

Think about it.

When someone orders a pair of “jeans” on Amazon or Google what kind of jeans will you be buying? If you specify a brand that is what you will get but if you don’t you will be sent a white label brand that is owned by Google or Amazon.

That is in the direct consumer space but B2B is going to be affected as well.

Let’s say you are a distributor of Commercial Vehicle Parts and you are looking for a new supplier. Your procurement department uses VOICE to search for potential suppliers.

If you are a smaller player but have done your job correctly with VEO (Voice Engine Optimization) you will be on the top of the list and will get an opportunity to bid on supplying those parts where just a few years ago you wouldn’t stand a chance.

Trust me, huge amounts of wealth are going to be redistributed very soon with this new technology. Companies like Google, Amazon, and most likely Facebook are going to be the first layer and will make the most money. But, intelligent business owners who employ a VOICE strategy early will be able to capture huge amounts of market share and outperform their competition.

Very soon websites and social are no longer going to be the minimum barrier to entry to do business. VOICE is going to need to be integrated into every digital product from websites to social to apps and even devices and technology that has not yet been released but will become a part of us as like our smart phones are a part of us today.

Imagine having a shower and saying to your shower head, “Google Assistant, add pick up cake to my to do list for tomorrow and schedule an appointment with the CEO of XYZ company to discuss distribution opportunity.”

Voice is going to change everything and as business owners and senior executives if you are not at least contemplating how to integrate VOICE into your business model you are going to get buried by competitors who are going to leverage VOICE in ways that will have not yet emerged but will crush you into bankruptcy if you don’t react fast enough.

If you are wondering how to get started I recommend that you at the very minimum authorize the development of a podcast for your business in the next 12-months and start testing what your business and its brand sounds like.

Irvine Media Group specializes in podcasts for the B2B Industry. Contact Jamie Irvine today to talk about a strategy for your business.

Author: Jamie Irvine

Jamie Irvine is the host of The Heavy-Duty Parts Report and a sales consultant that works with manufacturers, distributors, and SaaS companies serving the heavy-duty truck parts industry.

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