Creativity in branding is as important as ever, we talk about embracing change, about innovation and about long term strategies. Every branding and marketing expert say that branding is all about long term strategy, that content is more important than the platform or channel. This is the paradigm shift in branding in response to intense competition. Instead of being everywhere and doing everything, brands need to plan what to do, how to do it and where.
Branded content provides consistency that gathers associations and feelings around the brand.
Regardless of the channel mix used, what keywords or brand language you use, the design guides you maintain or the PR, marketing and branding strategy you have, it shapes and consolidates the brand. Of course, the products and services that are branded are central to this; however, with all the focus on PR, communication channels and especially visual design, not many brands pay attention to the identity, when it comes to sound and music. Yes, sound and music may not be directly applicable to all products and services, but it is required in certain communication channels, e.g. involving video marketing, telephone systems, events, TV and Radio communication. This leaves us with a question.
Why not consider sound branding? Every brand that needs all edges possible to be distinctive in hard markets needs sound for touch point communication.
One reason may be that whenever new sound or music is needed companies think of accessing the source to limit costs. This is a basic principle of supply – the fewer steps from the source the less provision. However, sound and music is ‘raw material’ that needs prospecting and manufacturing to fit its purpose. If your brand needs custom front office furniture then buying wood in a forest or contacting a lumberjack may not be enough, the same applies to sound and music – there is the source and the people who produce, but you may want a specialist to craft the grand effect you need.
Using unique sound and music, specifically designed for the brand, is still a new level of design, while logos and design guides are used by all brands.
Using sound and music as tools to develop Brand Identity has been done on TV, Radio and Films for decades, but it seems to be a huge hurdle to make the transition from traditional media into audio visual brand identity. Sound design and music specifically designed for the brand identity is still a new level that needs to be applied.
Why sound branding is an opportunity to gain branding advantage?
Universities pump out multimedia designers, the plenty who work witch marketing focus on visual design an logos, which are the established side of branding. Most of the students and designers come closest to music by adjusting royalty free music, bought licence tracks or voiceovers to their videos and animations. It is still a rare case where custom sound is designed, maybe with the exception of the entertainment, tv, film and gaming industry. Sound branding is even less often done with a strategy. The point is that it of course takes a marketing expert and a graphic design artist to brand visually and not just a good artist. The same goes for producing sound for branding. The present situation is that sound design and production is still an experiment at marketing and design universities, and when it comes to music, the students are not thought about marketing, but about art. As a result, sound branding is still a rare opportunity for most brands.
Contact Soundbranding now to seize your branding advantage opportunity now!
Contact: firstname.lastname@example.org, Birgitte Rode, CEO
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.