Figures of Speech
Consonance
Repeat consonant sounds for rhythm and emphasis.
In Figures of SpeechLast 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
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.
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