CLIENT
Vocodia
INDUSTRY
AI Telephony
Software
A small but ambitious technology startup, Vocodia applied a robust proprietary conversational artificial intelligence (AI) to the contact center market, creating a unique and valuable niche within both AI and lead gen industries.
Vocodia leases their AI to contact centers and other clients, who train it to offer responses around a client’s phone script. The AI is then able to cold call prospects for infinitely scalable lead gen, and can also field incoming sales and customer service calls.
Vocodia’s AI constantly learns and improves, and is so realistic that callers are often convinced it is human. It’s able to literally process responses faster than the blink of an eye, so that engineers needed to slow it down so that it would seem more human in its responses.
CHALLENGE
Vocodia was in the initial stages of marketing when DAMN GOOD was engaged to help the company strengthen and prepare the brand for market.
At the time, the AI industry was coalescing, with large companies buying smaller companies and consolidating technologies behind bigger brands. Vocodia needed to position itself and its technology as an attractive acquisition target while, at the same time approaching its own markets.
STRATEGY
Recognizing that the industry would not take the brand seriously unless it projected a level of sophistication on par with its competitors, DAMN GOOD advised Vocodia to abandon the humanoid robot imagery it had been using.
It was not applicable to the conversational voice only AI offered by the company, and it made the brand appear as if it didn’t understand its own industry. Rather, DAMN GOOD proposed crafting the brand in the style of modern SaaS technology brands to allow it to clearly inhabit the tech space where it would find the bulk of its clients.
The agency further counseled Vocodia to brand its proprietary technology, which allowed the company to build messaging around its key differentiator, rather than around itself. This allowed the brand to put its solution in front of prospective clients, and then wrap that solution around those customer’s needs.
SOLUTION
DAMN GOOD proposed naming Vocodia’s AI “DISA” – an acronym for “Digital Intelligence Sales Agent.” This gave their proprietary technology a human-like name that was clearly grounded in technology.
This softened and humanized the conversational AI offering, allowing audiences to more easily understand the company’s offering by literally spelling it out. It also made it easier to build value in the brand, as messaging for the DISA product brand could be far more specific and solution-oriented than the general corporate brand.
Rather than robots, DAMN GOOD built brand imagery out of soundwaves, focusing on the digital voice of DISA and its value to contact centers. Images of young people wearing headsets further helped the brand align with its principal target industry.
DISA became the focus of all Vocodia outreach efforts, including presentations, trade shows, and collateral, with messaging kept consistent throughout by oversight from the agency.
RESULTS
PROCESS
DAMN GOOD conducted competitive research and analysis in order to better understand the AI landscape in which Vocodia was seeking to gain footing. The agency’s learning also included numerous discussions with corporate stakeholders to give focus to vertical markets and the needs and expectations of the B2B prospects within them.
The client had recently settled on a logo, which the agency considered suitable for positioning within Vocodia’s target markets. Therefore, DAMN GOOD developed brand imaging around the logo and its color palette.
However, rather than developing a corporate brand, DAMN GOOD instead focused on crafting the DISA product brand, also developed visual elements in support of the “conversational” aspect of the AI. A stylized speech balloon became the visualization of DISA, which was further humanized with an assortment of stylized sound waves that helped define the product and its value to clients.
This also allowed the company’s fun-loving brand culture to come through without infantilizing the brand. Careful foundational messaging was developed to portray the brand as warm and playful, yet still potent, serious, and most importantly, effective. By humanizing DISA, the brand was able to focus on how conversational the AI could be, effectively propping open the door to fresh and future markets.
DAMN GOOD collaborated with Vocodia on various projects, helping the company solidify its overall B2B pitches and customize its marketing strategies to target several distinct verticals.
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