Figures of Speech

Consonance

Repeat consonant sounds for rhythm and emphasis.

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What & why

What it is
The repetition of consonant sounds within or at the end of words in close succession, creating a pleasing auditory effect that enhances memorability and rhythm in speech. Unlike alliteration, consonance can occur anywhere within words.
Why it works

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

Before

“The product is strong and reliable.”

After

“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?

Consonance is the repetition of consonant sounds within or at the end of words to create rhythm and emphasis. It adds texture to speech and makes phrases more memorable through sound patterns, like 'pitter patter' or 'last blast.'

How can I use consonance effectively in business communication?

Use consonance in product names, company slogans, or key messaging where sound memorability matters. It's effective for creating brand identity and making important phrases stick with audiences. Keep it subtle to avoid sounding gimmicky in professional contexts.

What's the difference between consonance and alliteration?

Consonance repeats consonant sounds anywhere in words, while alliteration specifically repeats initial consonant sounds. Consonance is more subtle and focuses on internal or ending sounds, creating texture rather than the punchy effect of alliteration.

Learn more

Purdue OWL (Purdue University)
EBSCO Research Starters - Consonance
Wikipedia - Literary consonance

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