Creating Instant Recognition with Strategic Sound Branding
Think of a brand and you will likely be able to associate a visual symbol with the product. Today, practically every brand has a visual identity: Nike, the swoosh; Lacoste, an alligator; Audi, the four rings; McDonalds, the golden arches. And having “a look” isn’t the sole domain of large consumer brands. While the majority of companies use visual symbols to reinforce brand identity, many are missing out on the opportunity to use the powerful sense of sound to enhance their brand. The NBC “chimes” hearken back to the broadcaster’s earlier days in radio, and is perhaps the most prominent example of matching instantly-recognizable sound with an unforgettable visual (the multi-colored peacock).
Sound Branding is increasingly becoming an essential component of any targeted message, expanding outside of mass media into automated voice prompt messaging, Web marketing video, eLearning and video tutorials. Audio logos help consumers identify and retain your message with better results. Sound is unconsciously logged by consumers and creates an emotional trigger linking a product with a pleasant or unpleasant memory. Organizations now have an opportunity to step up and take advantage of what listening experience the consumer is having with their brand. From slogans, to jingles, brand themes, to the caller experience, they are all part of your companies “sound brand;” which usually goes hand-in-hand with your Voice Brand.
Sound has unquestionable potential in influencing purchasing decisions. Sound triggers recall and reactions, and much like good visual design, also has the ability to convey value and enhance your message to the marketplace. As brands now look to engage with their customers on a much deeper level, the opportunities for creating a Sound Branding experience that conveys brand essence has never been greater.
All this sounds great, but where on earth do you start? Lucky for you, GM Voices specializes in audio branding initiatives, Voice Branding and Sound Branding alike. Our team of specialists works with you to develop a short audio clip (music notes, chimes, effects) that will stick with your audience long after a first transaction. For more information, contact us today.