Designing winner brands nowadays is about much more than designing a logo and defining a design guide. It takes much more than that. “How to Design Future Winner Brands” was discussed by world class experts on the 29th of March, 2017. The conference was a huge success and all who attended had a unique chance to learn tips like the ones presented below. Also, feel free to wath the video for a summary of the conference.
1. Branding needs to catch your company and your consumers
In the past, branding was about the product and the market. Through branding, a company diversified itself from its competition and often marked itself as belonging to a given market, such as travel or bakery with logos and brand names relating to vehicles or products. As unique product and service design is increasingly difficult to maintain as a competitive advantage, winner brands are more about accurately defining your company and appealing directly to the customer that your brand aims to engage. With the products you design, the brand design and brand actions the brand needs to catch your company and your consumers’ commitment.
2. Designing a brand is about business
You may define branding goals and a desired brand identity or you may brand your business and proceed with the company’s mission and vision. Despite your philosophical start the business you do will become your brand, and the better your business the better your brand and visa versa. Design and communication is one thing, but how what it is that you brand acts is what will form the brand’s recognizable identity. Only then the better your brand the better your business. The best part is that this works continuously, branding gives recognition but business actions determine its quality. The worst part may come if you get branded as bad business.
3. Remember how your brand sounds
If you do, then you are on the right track. If your brand is using only what sound and music is popular at the moment then there is a fair chance that not only you but your consumers will not remember how your brand sounds, or sounded like last season. With the fragmented media landscape and amount of technology on a global scale, sound is no longer optional in branding to maintain brand recognition. Consumers may not have the time to watch but they may hear. You can close your eyes but you con not close your ears.
These considerations, and many more, were presented at the: “How to Design Future Winner Brands, Dd + DE” conference, hosting such speakers as: Louise Beveridge, Bertrand Chovet, Michael Boumendil of Sixieme Son and Birgitte Rode of Soundbranding. The conference was a big success, follow Soundbranding to be informed about future events and learn how to design winner brands.
Audio branding is a powerful branding strategy employed by many market leaders to support their unique brand identity communication. It seems like the marketing world is still focused on visual measures to suport experience design. Yet opposite to this trend, a Soundbranding Sixieme Son company partnership shares knowledge to provide brands with unmatched global standard sound solutions. These are the two market leaders dedicated exclusively to audio branding.
Since 2001, Soundbranding provides its Scandinavian clients, such as e.g. Martin Lindstorm or B & O, with audio branding solutions and sound use consultancy. Over the years, Soundbranding has worked out a proven sonic branding methodology, applied in numerous corporate culture and brand communication cases. As a result, Soundbranding CEO Birgitte Rode’s described her expertise in the field of audio branding in the book: “Soundbranding – the connection between investment and emotion”.
Sixieme Son is a global market leader dedicated exclusively to audio branding since 1995. Since Sixieme Son established offices in: Paris, Moscow, Chicago, and Barcelona; the company Sixieme Son provided audio solutions for many brands including: Rolex, Peugeot, Royal Air Maroc, and even the City of Atlanta. As a result, Sixieme Son continues to develop as market leader in audio branding with its sound know-how and vast experience.
When two alike market experts meet, either cooperation or competition is imminent. However, with best practice development in mind and with the audio branding market steadily developing both market leaders realised to be like-minded. As a result, rather than remaining divided, Soundbranding is proud to announce that we are now a cooperation partner and representative of Sixieme Son in Scandinavia. Consequently, Soudbranding services gain a global reach, while Sixieme Son gained a foothold in Scandinavia. In addition, both companies engaged in knowledge share related to client case experience and work methodology.
Designing valuable and unique brand experience is especially relevant for branding success in today’s market. Audio branding is an especially relevant strategy out of many valuable tools to achieve branding success, because it is not widely used yet. As a result, audio branding still seems like an opportunity for competitive brand advantage, rather than a standard that it will probably become bcause of the increasing multimedia use. Also, the Soundbranding Sixieme Son cooperation will ensure exceptional audio branding standards worldwide. Therefore, do not miss out on this opportunity, contact Soundbranding now to start your audio branding project.