Regular chocolate malt is called chocolate malt because of its color. It tastes nothing like chocolate. Its more roast/burnt. Pale chocolate will give you more of a chocolate flavor. IF you are looking for a chocolate taste i would go with cocoa nibs steeped in vodka for a week or cocoa powder or bakers chocolate. Do not use sweetened chocolate as it will kill head retention because of milk fats. Use sparingly because bakers chocolate is bitter as hell.
If you are looking for a chocolate malt substitution go with roasted barley or a carafa malt.