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Branding

Our discussion of audio icons leads to one of the primary uses of such icons: branding, the unique identity that a company, product, or service holds in the mind of the consumer. Most clients looking for a speech-recognition system have an application need in mind; they're not thinking about how that system will function as an extension of their brand. The telephone is a communication medium, just like TV and radio. In fact, the telephone can even be considered superior to those other media because it offers true, one-to-one interactive communication—and best of all, you can count on customers having a phone. Clients need to understand that—and to realize that a speech-recognition system can be as effective a marketing vehicle as any radio spot or TV commercial.

Branding Basics

Brand identity allows similar companies to compete—and to market themselves to different groups of people. For example, the brand identity of Volvo automobiles is safety. Over the years, Volvo has invested millions of dollars promoting the safety of its cars. It doesn't really mean a Volvo is a safer form of transportation than any other, but it does mean that people may choose to buy a Volvo—without having done any comparative research—because they've been led to believe they are safe vehicles. That's effective branding.


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