What Is Your Brand Sound Track?
Jerry Fletcher
Consultant Messaging Master, Int'l Professional Speaker, I find the words and graphics individuals and organizations use to become even more memorable and more profitable
The sound of your brand may be the most memorable element you have to work with.
Elements to Consider we proposed for this series:
You want to be unique? That is what this viewpoint delivers. You need to bring as many of those elements together in your Brand Identity as you can manage.
Use Sound to get fast recognition. Humans react faster to sound than light. A repeated sound can establish your brand. Examples:
Intel the musical notes that sound out Intel Inside have been in use since 1995.
Netflix syncs two notes (Ta Dum) with a linear animation of the N that is friendly and familiar.
NBC three notes that chime as the peacock animates.
Why use sound? Sound has a powerful effect on people. Research shows how brand engagement is strengthened when there is a sonic component to brand identity. The effect is strongest when treated as part of the brand’s core.
Sound can be the sense of a flavor. It can remind you of quality with the satisfying thunk of a well-designed car door. The ticking of a clock can imply the Trust you find in a TV News show.
Getting to your Brand Sound Track
1. Add some audio prompts to your core quality words. Is your brand crunchy? Does it have solid construction? Does opening it sound fresh? Does the user need a clue that it is operating correctly? Can a doorbell or a horn or other sonic device add a friendly character?
Recommended by LinkedIn
2. Step through customer touchpoints. Assess the sounds a client or customer comes across when using your product or service. Don’t overlook the reactions of their friends and loved ones.
3. Hire an audio consultant if you can afford one. Commissioning a specialist will open up possibilites you may not consider otherwise including musical selections that meet all your needs.
4. Check it out with stakeholders. Getting the inputs and impressions of folks that have a vested interest in the brand. That will help you pick the best option to take forward.
5. Try to keep it simple. A clean, concise audio logo can be hummed or whistled by anyone who hears it.
The Takeaways:
Sound can give you a little more credibility. And Credibility leads to Cash.
Jerry Fletcher is a strategic marketing consultant and professional international keynote speaker. He guides individuals and organizations to become more memorable and more profitable.