How Does Your Brand Sound?
Marketing a product to a large and diverse audience is a monumental challenge. These days, with technological devices serving as second skins to most people, consumers are bombarded with information from the moment they wake up to the moment they fall asleep as brands everywhere vie for their attention. They compete to be seen or heard consciously or subconsciously by consumers.
With technology so indefinitely intertwined in our lives, finding an innovative and unprecedented way to reach consumers can make all the difference. Our Vice President of Advertising, Larry Minsky has brought to light an often-overlooked branding initiative in his Harvard Business Review article What does your Brand Sound Like?
In the piece, Minsky explains that audio branding—also known as sound branding, sonic branding, and acoustic branding—should be a focus of all companies who wish to stand out from their competitors. Audio branding, he states, has been proven to have many encouraging effects including, “playing an important role in positively differentiating a product or service, enhancing recall, creating preference, building trust and even increasing sales.”
Minsky states that although companies have long employed certain aspects of audio branding, such as the familiar sound that chimes upon starting an Intel device, audio branding is actually more sophisticated and dynamic than a mere jingle. Ideally, a company’s audio DNA—a unique, customizable and, ultimately, consistent sound—evolves as technology and consumers evolve and varies strategically across touch points.
Take the projection of the audio branding strategy of the French national railway SNCF, for example. The company originally launched an audio branding campaign that sought to convey a sense of leadership and care for its customers. The original audio DNA was successfully altered for various touch points and campaign strategies. At train stations, the sound carried reassuring tones to calm passengers. When the brand sought to stress its environmental- friendly nature, it incorporated acoustic sounds while keeping intact its original sound.
SNCF’s campaign is an example of how effective audio branding can alter consumers’ perceptions of a company in a positive manner. Implemented successfully, audio branding can give your brand a vital competitive edge. The time to get started on establishing your brand’s audio DNA is now. Begin by taking a look and listen to Larry Minsky’s article here: http://blogs.hbr.org/2014/02/what-does-your-brand-sound-like/.