When creating a voice app, such as an Alexa skill or Google Assistant action, do you always need to design a brand persona?

Sonic branding and sound design are having a resurgence given the rapid increase in smart speaker sales. Brands are how having to answer the question: what does my brand sound like?

Creating a persona that is the audible embodiment of your brand is usually step 1 of the voice design and strategy process, but do you need to do it all of the time?

In this video, we look at the Utility to Affinity scale, shared with us on the VUX World podcast by Nick Carey of Potato, San Francisco and debate whether a persona is always needed.

We balance the argument with thoughts from Wally Brill and Cathy Pearl of Google, as well as Clifford Nass, author of Wired for Speech.