As brands strive for differentiation and try to create an advantage in an increasingly competitive market, there are niche tool that not everybody knows about. One of these is audio branding, which entails branding with sound and music. Why sound branding is beneficial?
1. Sound branding develops brand personality
The brand will create a sound brand personality that differentiates and actually brands the brand on a whole new level. Learn more here.
2. Sound branding gives a powerful boost to brand recognition
When a brand has a sound personality it will be uniquely recognizable among other brands in the same way as your favorite music may trigger memories associated with the track. Learn more here.
3. A sound personality is flexibly developed along with the brand
The history of sound branding provides the best examples of flexibility: BBC2 and McDonalds have been working consistently with the creation of new versions of the same sound pattern in a very convincing way. Learn more here.
4. Sound branding is cost efficient
Traditionally, TV advertising has been accompanied by soundtracks from famous artists like Michael Jackson, Rihanna, Tina Turner, or David Bowie which generate licensing costs. With your own unique corporate sound identity there will be no repeated licensing costs. Learn more here.
5. Sound branding saves money on airtime or other message repetitions
Instead of spending on 15 or 30 seconds tv spots, you can cut your costs to 2 – 4 seconds, and the target group will still recognise the brand by recognising the sound.
6. Sound branding takes ownership to the memory of your target group
When ‘the right sound’ is designed and integrated in your communication, marketing or branding it sticks in the memory of the target group through creating the mood and emotions that are conveyed in the sound design and music tracks which are employed for sound branding.
7. Sound branding creates recall
With ‘the right sound signature’ you will achieve an immediate rational and emotional responce. Listening to the first few notes of your favourite track with your favourite band creates no doubts as to why you love it and how it makes you feel even if you have no words to explain why – the same effect may be employed in relation to a brand.
8. Sound branding maximises the impact
Without a ‘sound brand personality’ you have no tool to position your brand in a fragmented media landscape where all branding, advertising and marketing products will be accessable on media devices where sound and video is already integrated as a preferred form of communication.
9. Sound branding maximises long-term awareness
When a brand is consistent in it´s communication over the years, the sound constantly positions the brand, and thus brand awareness increases continuously.
10. Sound branding is the connection between investment in sound design of a brand and the emotions of consumers
The exact nature of sound branding has been described in detail, including relevant case studies, in the book: “Soundbranding – the connection between investment and emotion”.