Here at VGroup we are passionate about all things branding, after all that is what we do. We know that branding isn’t just about creating logos and colour schemes. We know it’s not just about clever visual design. We know it’s not just about symbols, foil blocking, debossing, variable thickness textured coating, thermography, flash, asp, coldfusion, php and Java.
We do know it is about recognition and loyalty. We know it’s about the communication of qualities and values. We know it’s about image of size. We know it’s about experience and reliability. We know it’s about distinguishing your identity from that of others. We know it’s about developing trust.
At VGroup, we like to consider ourselves innovators. Combing the latest technologies with the creativity of our collective imagination. We are always looking for new ways to create, maintain and enhance a brand. One of the most powerful methods of achieving this has been around for a very, very long time, but its evolution is only recently starting to permeate commercial marketing and branding culture – all thanks to modern technology and its everyday use. The reproduction of recorded sound.
How many hours do we spend in front of our computer? How many hours in front of our TV? How many hours being kept on hold on the phone. How many hours listening to the radio? How many times per day do we receive a text alert? How many times per day does our ringtone sound? How many times per day do we pass through an environment such as a station or a cafe where sound is being broadcast? How many times do we switch on or off computers, mobile phones or other devices?
All these events in our life are prime candidates for a specific type of branding…
What is audio branding?
“Audio branding (also known as sound branding, sonic branding, acoustic branding or sonic mnemonics) is the use of sound to reinforce brand identity. Sound branding is increasingly becoming a vehicle for conveying a memorable message to targeted consumers, taking advantage of the powerful memory sense of sound.” – Wikipedia
Most business and organisations currently rely almost exclusively on visual cues to communicate who they are, what they do and why they matter – their brand. Nike’s tick, Shell’s shell, Walt Disney’s Kingdom. Pirates have their internationally recognisable skull-and-crossbones flag. All religions have their own unique symbol. Today, practically every brand on earth has its own visual identity or logo. Other senses are rarely part of the equation. Until now.
Why is it so powerful?
Two main reasons:
1: The brain’s capacity to consciously and subconsciously memorise sound.
And the best bit? It does it automatically. Sound can, if constructed and composed intelligently, ‘brand’ itself into the psyche. The power of audio to stay in one’s memory is easily proven. Here is a simple test for you: Take a piece of paper and draw, from memory, Intel’s logo. Now, hum to yourself Intel’s audio brand. Which was easier? McDonald’s “I’m lovin’ it” audio logo is recognizable by a whopping 93 percent of the people exposed to it.*
2: Blink – and you won’t miss it.
To state the obvious: you do not need to look at sound. Imagine your brand identity filling a room without a single person having to see it. Imagine your brand identity being directly delivered into the consumer’s ear-brain mechanism as soon as they dial your number, or receive an sms message, visit your website, listen to the radio, ‘listen’ to the TV. There are even printed glossy magazine pages that have recently been developed, which incorporate wafer thin microelectronic devices that can reproduce sound to the reader/listener.
Well designed audio branding can cleverly reflect and enhance a given brand’s values.
On a recent flight, as the plane descended back into British airspace, those who had their mobile phones switched on started to receive welcome messages from their respective network operators. The passenger sitting next to me had an instantly recognisable text alert sound. Mmmm Danone. (This is one of the first commercial audio brands I remember hearing on television, in France, back in the mid-90’s). This person turned out to be a Danone employee, and thanks to their generosity, this audio now has pride of place on my phone. Today it still serves as a constant reminder, to myself, and those who happen to be around me at the time I receive a text message, of the power of audio branding – and a certain brand of yoghurt.
Sound has unquestionable potential in creating an impression. Consider some of the sonic snippets in your life—imagine Star Wars without music, a PC advertisement without the Intel Inside chimes, or a Harley-Davidson motorbike without its expertly calibrated tone. Sounds like a Golf? What does a Honda sound like? What does a yoghurt sound like??
Want to know what your brand sounds like? Talk to us. You might just find out…
*Audio Branding Research Wave 1. SonicBrand UK, 2005