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How sound branding helps to make a company more recognisable
Sound is a powerful tool for attracting attention and communicating your point of view to a wide range of people. It can evoke a strong emotional response that can be either positive or negative. Marketers use audio as a promotional tool. Widespread sound branding helps to increase the company’s recognisability and build an image close to the target audience.
The technique of using sound to influence consumers dates back to ancient times. Ringing bells attract people’s attention, and ringers invite passers-by to come and see the shop. In 1922, people started using lifts, and music was always playing in them. It had a reassuring and relaxing function, as many people were afraid of the new invention. The 1932 Olympiad was the first to feature a national anthem.
Sound as part of advertising
Television advertising also used sound but reached a new level in the 1980s. This was when sound branding emerged, where a particular ringtone or song became associated with a specific company. In a 1984 Pepsi commercial, singer Michael Jackson performed his legendary moonwalk to the song Billie Jean. The commercial immediately captured the attention of viewers. Radio stations across the country received thousands of calls – people asking to play the “Pepsi song”.
The power of this kind of branding is not limited to a ringtone associated with a company. It is a complex and integrated impact at multiple points of business-to-consumer interaction. For example, music can accompany communication:
- on the website;
- when you call the company;
- during communication with a chatbot;
- while waiting for a consultation;
- in the form of a sound logo.
Implementing a sound branding strategy has several peculiarities. Firstly, it requires adaptation to different interaction points and target audience segments. It is also important to recognise that different sounds and instruments evoke different emotions in people. It is essential to consider when designing audio navigation, supporting voice assistants, and other cases. For example, the timbre of a text reader’s voice affects the information perceived and the level of interest in the topic.
Another critical consideration when developing audio branding is integrity. The style of music or ringtones and their presentation should be consistent with the company’s image and values. This should consider the preferences of the target audience. For example, the classical instrumental accompaniment will not appeal to young consumers. For them, it is better to use more dynamic music.
An excellent example of brand broadcasting through audio is McDonald’s and its I’m Love It slogan. Companies like Apple and Amazon have taken audio to a new level by integrating it with AI technology. The voices of their virtual assistants or unique ringtones are hard to confuse with others.