By Rob Stanbridge, Vocala MD
We’ve been examining the role and potential of voice in a purpose-driven brand world. These two final examples demonstrate how the platform can support brands that have an interest in teaching and training as well as aiding the visually impaired.
Teaching and training
Whatever the age or stage in life voice has huge potential to help people learn new things, educate themselves, complete tests and ‘train the brain’. For children it offers a fun, interactive and engaging way for them to learn, away from tablets and computers. For adults the multi-tasking capabilities are key, meaning it’s possible to swot-up ahead of a test while making dinner or doing the laundry.
Our Driving Test Theory Alexa skill has been popular in allowing people to prep for the test in a whole new way. For older people, where ‘brain training’ has been proven to be helpful in slowing cognitive decline and memory loss, being able to do quizzes, trivia games and puzzles just via voice can be highly beneficial.
Brands that have an interest in educating and informing their consumers, whatever the target audience, can look to voice to support them in activating that purpose.
Helping the visually impaired
The impact of mainstream voice technology on the visually impaired has been massively significant. Although software such as screen readers has been available for some time, devices like Amazon Echo allow the visually impaired to access information much quicker and provide a game-changing level of accessibility and independence. The Royal National Institute of Blind People has recently teamed up with Amazon Alexa to make accessing the internet easier for people with sight loss. They have an ambition to improve the accessibility for upwards of 2 million people in the UK who are blind or partially sighted.
Beyond supporting with daily tasks and productivity, voice technology can help blind people to access games and puzzles without assistance. Robin Christopherson, MBE, Head of Digital Inclusion at AbilityNet had this to say about our Puzzler Crossword of the Day skill. “Being blind, it’s never been possible for me to sit down and enjoy a fiendish word puzzle without some sighted assistance — until now, that is. Thanks to Puzzler, the Alexa skill that brings crosswords to everyone, every day, I can now have a crack at the daily free and fuller, premium puzzles without breaking a sweat.”
There is an abundance of research into brand purpose which tells us that consumers are seeking out brands that help them live a more purposeful life, whatever that looks like for them. What’s more, they’re willing to pay more for them.
But it’s not enough to just discover and articulate your ‘why’. For brands that are clear on what their purpose is, the next step is to meaningfully activate it, communicate it and use it to connect. For brands that really do want to give a voice to their brand purpose, voice technology could play a key role in that strategy.
We’d love to hear about brands you think are using voice well in this area as well as brands that could really benefit from it.
If you would like help in implementing voice for your brand or purpose please get in touch.