Conversational interfaces and intelligent, connected devices are new channels for brands to communicate with their customers. In Wired For Speech, Stanford researchers Clifford Nass and Scott Brave wrote, “When people hear any voice they automatically and unconsciously assign a personality to it.” Within less than 2 seconds of hearing a voice, the listener automatically creates a mental image of who they’re listening to. When that voice represents a brand through a smart speaker or connected device it’s essential to design exactly the right brand persona.
In this talk, Wally Brill explains what persona is and why it’s important, how it relates to brand identity, and how to design a persona to represent the brand in conversational interactions.