The now-iconic McDonald’s jingle. The Netflix start-up sound. NBC’s three chimes. All of these are examples of audio branding — and we bet you can hear them in your head right now.
Audio branding gives your business a distinct sound. It’s an audible logo, a familiar voice, and even the sounds your customers hear while waiting in line at your brick-and-mortar location or when they call you on the phone.
Why is audio branding so important and how can it benefit your business? Let’s get into it.
The Importance of Sound
According to scientists, music can evoke at least 13 different emotions:
- Amusement
- Annoyance
- Anxiety
- Beauty
- Defiance
- Dreaminess
- Eroticism
- Feeling “pumped up”
- Joy
- Relaxation
- Sadness
- Scariness
- Triumph
The types of music and sound you use in your branding need to compliment the intentions of your business. If you’re a dentist, you want to promote relaxation, not anxiety. If you run a gym, you’re going want your customers feeling pumped, not sad or annoyed.
And if you’ve ever found yourself going a bit over the speed limit when “Eye of the Tiger” comes on the radio or feeling nostalgic when a song you slow-danced to at your high school prom pops up on your Spotify play list, you understand the power sound can have.
Audio branding is about harnessing that power and using it to make your brand stand out from the competition.
The Benefits of Audio Branding
Although the term audio branding (sometimes also known as sound branding) has only recently come into the marketing spotlight, the concept has been around for a very long time — and for good reason. Here are some benefits of audio branding:
It’s Memorable
If you have a structured settlement and you need cash now, you know who to call! That’s because J.G. Wentworth has drilled its phone number into your brain. You know that Head On needs to be applied directly to the forehead, because you were informed of this approximately 67 times per commercial. And no dyed-in-the-wool millennial will ever forget the original Nokia ringtone or the sound Mario made when he was all jacked up on star power.
Audio branding keeps you top of mind. Your customer doesn’t have to be actively looking at your website or a targeted ad; all they have to do is hear something that reminds them of you.
It Attracts Your Target Audience
Pretend you’re walking through a mall. None of the stores have signage and all of the windows are blacked out so you can’t see inside. Based on sound alone, you can probably gravitate toward where you belong.
There’s a big difference between the sounds coming out of Hot Topic and the sounds coming out of L.L. Bean. You’re not going to wander into Abercrombie & Fitch thinking it’s a David’s Bridal or hear the excited shouts from kids in the toy store and assume it’s a nail salon.
Audio branding attracts the people most likely to be looking for what you have to offer while keeping the others moving along.
It Brings Your Branding Efforts Together
When your audience can see your logo and unconsciously hear the “sound” you’ve chosen to associate with it (or hear a sound and associate it with your logo), you’ve created one more touchpoint. And the more touchpoints you have, the better!
Audio branding isn’t used in place of any other type of branding. Done correctly, it creates a cohesiveness that can only add to your marketing efforts.
What Does Your Brand Sound Like?
Audio branding makes your business more memorable, attracts your ideal customers and adds one more way for people to connect with your brand. So if you’re not incorporating it yet, it’s time to get started!
Do you need some help adjusting your brand’s band? Mischa Communications can help you tune up! Let’s talk.