The Power of Character Voice, A Psychology of Business Bonding

The Power of Character Voice, A Psychology of Business Bonding

November 23, 2015 Branding Character Branding Content Marketing Quick Marketing Tips 0

“There’s pineapple shrimp, lemon shrimp, coconut shrimp, pepper shrimp, shrimp soup, shrimp stew, shrimp salad, shrimp and potatoes, shrimp burger, shrimp sandwich. That, that’s about it.”

I bet almost everyone who reads this will know exactly what movie that is from. Forrest Gump, right? That one was pretty easy, so let’s see just how good you are. Hold on to your desk, this blog is about to get a little interactive! Listen to these famous movie quotes and see if you know  what movie they are from…


You got quite a number of them correct, didn’t you? That’s because these characters have made an impression on you. Your brain has stored this information, so in moments like these you can rely on your recall to bring the details back. The coolest part is, you can actually do this with your business’ branding! Allowing your company to do the same thing with your advertisements through customer bonding. Tapping into that recall real estate should be something all businesses are interested in taking advantage of!

How can you take advantage of this? Through something the Wizard of Ads partners calls Character Bonding. This where your business uses a character to build a relationship with your customers. This relationship is built on trust, creating a lasting loyalty among your customers. If done correctly it can produce amazing results, just think of the brand characters you already know who have been a success. The most interesting man in the world, the Old Spice man, the Geico Gecko and Captain Crunch, just to name a few! They all have a very loyal following among their customers and I know that it’s not just a coincidence.

Let’s try something a little different now. See if you recognize this movie quote?


I bet you can name the movie that quote came from! I know, it was a bit of a give away. That’s because the point I want to make involves knowing the character who said it. Read it again. I bet you hear it just like it’s said by Jenny from Forrest Gump. In fact, I bet you even heard it, as you read it, in Jenny’s voice! Fascinating, huh?

Have you ever seen a child learning how to read? They have to sound out each letter to complete the word. This is a vital part of our linguistic development! Without learning the specific sounds that accompany these letters and words, we would not be able to read. Now pay attention to how you read. “Listen” carefully, do you “hear” the voice in your mind “saying” each word as you read them. This is what those children are developing when they sound out each word. That is such a powerful skill we have developed, yet we don’t usually take the time to notice it.

If a specific phrase has been associated with a character, such as “Run, Forrest! Run!” and Jenny. When you read that phrase, rather than it being in your reading “voice”, it will be in hers. This is due to how your brain saved the information. This is the real way your business can take advantage of character voice! With a good quality, active character your business can use a Wizard of Ads technique called Brandable Chunks, to connect several phrases to your business and your brand character.


These are very effective if the phrases are spoken in your character’s voice in advertising. Making it easier to insert into to your website and even print advertising to produce the desired customer recall. As customers and potential customers are exposed to these brandable chunks over time, especially in radio or TV advertisements, this association will become stronger. Ultimately leading to those particular phrases being read by your audience in your business character’s voice! Creating an even stronger bond with your customers.

Character voice in advertising can be a great advantage in successful character bonding! Giving you the advantage of owning a share of the customer recall real estate your competitors are fighting for. Business, unlike life, isn’t like a box of chocolates, you can decide what you want to get! Take advantage of the psychology behind business bonding, decided what results you want through character bonding based marketing strategies. For more information on character bonding, feel free to contact us.