Branding a New Voice Tech Venture
Client: ReadSpeaker
Project Duration: February 2021 – May 2021
Services Provided: Brand Strategy, Messaging, Website Design, SEO, Partner Development, Go-to-Market Strategy
Overview
ReadSpeaker, a leader in digital text-to-speech technology, engaged Gambit Marketing to create and launch a new sub-brand and digital presence: ReadSpeaker.ai. While the parent company had a strong foothold in accessibility use cases (like train station announcements and academic content for the visually impaired), ReadSpeaker.ai was conceived to serve an entirely new market with AI-powered voice technology.
The objective was to position ReadSpeaker.ai as a commercial offering that leveraged deep neural networks (DNNs) to produce high-quality, lifelike synthetic voices. Unlike traditional TTS, these new voices would appeal to gaming companies, entertainment brands, and corporations that wanted scalable, brand-aligned voice identities.
Challenge
The core challenge was twofold:
- Audience Expansion: ReadSpeaker had strong brand equity in Europe and among municipal/educational clients. This new effort needed to establish ReadSpeaker.ai as a commercial player for U.S. companies, with a focus on brand-centric voice identity.
- Market Education: Businesses outside of accessibility and education had limited understanding of the strategic and financial benefits of AI-generated digital voice.
Strategy & Execution
Gambit Marketing led a comprehensive, three-month initiative that included:
- Brand Creation & Messaging: Developed the ReadSpeaker.ai brand to convey innovation, authority, and differentiation from the parent company.
- Website Design & Launch: Designed and launched a modern, conversion-optimized website that introduced prospects to the power and potential of DNN-powered voices.
- Search Engine Optimization: Conducted technical and on-page SEO using SEMrush to ensure visibility among competitive AI voice and branding search terms.
- Go-to-Market Strategy: Defined a clear positioning and sales motion, targeting gaming studios, global brands, and enterprise-level platforms.
- Partner Development: Identified and recruited key influencers in the digital voice space and launched a branded podcast to build credibility and capture attention.
“With ReadSpeaker.ai, we weren’t just building a brand—we were carving out an entirely new market. By reimagining how businesses use digital voice and positioning AI-generated speech as a scalable brand asset, we helped open the door to a future where voice is as distinctive and valuable as a logo.” – Nate Murray, Founder, Gambit Marketing
Results
The campaign was a success across every key metric:
- 40% month-over-month growth in organic, marketing-qualified leads
- 300% increase in conversions from paid search and 76% decrease in CPL (cost per lead)
- 25% audience growth and 117% increase in impressions via revamped social media
- 14 new partnership opportunities generated via a newly hired Brand Evangelist and podcast strategy
Conclusion
ReadSpeaker.ai is now positioned as a leader in AI voice innovation for the commercial market. With a focused brand identity, optimized web presence, and a strong partner ecosystem, the project delivered measurable impact and lasting strategic value for ReadSpeaker.
