Digital assistants — whether embodied in a voice agent, a chatbot, or a combination — change the way we think about brand, from a generally static and visual experience to one that is dynamic and conversational. They unlock new strategic possibilities for customer and ecosystem engagement, and, as a result, raise questions about how brands should sound and behave in dynamic, often unpredictable situations. Finally, they compel us to address questions of brand architecture, identity, behaviors, language choices, movement, and tone in an unprecedented way.

This report, based both on independent research and direct consulting experience with global brands, addresses the opportunities of digital assistants and the conversational technologies that make them possible. We focus on conversational brand strategy, the key elements of persona development, and how to build engaging and trustworthy conversational experiences. Finally, we include a checklist to help business leaders plan for the risks and opportunities of incorporating conversational technologies into a well-considered brand strategy.

This report includes the following:

  • How to build a conversational brand that supports business strategy
  • Key elements of a conversational brand identity
  • Fundamentals of a trustworthy conversational experience
  • A checklist & assessment to guide planning efforts and gauge progress


Download the full report.