Consonance
Repeat consonant sounds for rhythm and emphasis.
What & why
Repeated consonant sounds give a line a faint internal rhythm that the ear registers even when a listener could not name why. That patterning makes a phrase easier to hold in memory and more pleasant to hear, which is part of why slogans and refrains lean on it. The texture of the sounds also carries a mood: clipped stops like k and t feel firm and decisive, while softer s, l, and m sounds feel smooth, so the right consonants can quietly reinforce the meaning of the words around them.
Before & after
“The product is strong and reliable.”
“Built tough to last through the roughest tests.”
When you’ll use it
Brand slogans: "Best rest" or "Safe and sound"
Key messages: "Tried and tested" or "Bigger and better"
Memorable phrases: "All's well that ends well"
Product names: "Kit-Kat" or "Coca-Cola"
Pro tip
Use hard consonants (k, t, p) for strength, soft ones (s, l, m) for smoothness.
Questions & answers
What is consonance in speaking?
How can I use consonance effectively in business communication?
What's the difference between consonance and alliteration?
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