Figures of Speech
Consonance
Repeat consonant sounds for rhythm and emphasis.
Last updated
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.
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
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