How many times in your life have you heard some specific sound and immediately associated it with a certain company or a product? Countless times, right? That’s the power of audio branding, which we will discuss in this article.
Audio branding is a part of media branding. It implies the use of audio to give a unique sound to a brand and supports traditional activities, such as advertising of products and services.
Audio branding components
The term audio branding describes a set of very different processes and products. The main components of audio branding are the following.
• Sound logo. Sound logo is a brand’s audio identifier or “signature”. Think about the Netflix intro. It is often associated with the brand’s visual logo as they generally go together. Sound logos are recognizable by millions of people around the world, who hear them in the commercials.
• Jingle. Jingle is a short, accomplished musical phrase with a vocal chant, which is often polyvocal. Jingles often contain a brand name and slogan. If a jingle is successful, it has a viral effect. Volkswagen’s “Das Auto” is a good example.
• Background music. Background music is used in the commercials while the scenario is being played, or you can hear it while hanging on the phone, waiting for the operator’s answer, or even at the company’s corporate party.
• Audio advertising (e.g. radio spots, audio spots).
• Corporate anthem. Corporate anthem is identified with the corporate cultures of brands. There can be mentioned the company values and traditions.
• Chimes. Chimes are short melodies, lasting 1–2 seconds, marking the beginning and end of the advertising message.
• The voice of the brand. It is an important element of the sound image of the brand, which can be used in advertising and informational videos, in the voice greeting when clients call the call center, etc.
Why audio branding is important
Audio branding complements other branding components rated by growing importance:
- Recognition
- Differentiation from competitors
- Positive associations among consumers
- The number of channels to communicate with consumers
- Sales
- Level of customer service (not always, but music just makes people happier)
So we can say that the main function of audio branding is to reach consumers via audio channels where visual content is not enough or does not work.
Where audio branding is used
Audio branding can be used in various situations:
- Events in which the company participates (for example, as a sponsor or organizer)
- TV ads and advertisements in online videos and live streams
- Corporate videos
- Radio and online audio streaming ads
- Call centers
- Mobile apps
- Companies’ websites
- Podcasts
- Interactive interfaces
Things to remember while developing on audio branding
When creating music (jingle, sound logo, etc.) for your audio branding, work on its uniqueness and memorability and make sure it reflects your brand’s uniqueness. It can be an unusual melody, some specific instrument, or even a sound effect (Do you remember the sound of opening the can in the Pepsi ads?). Also, make sure to use the same sound consistently across all your marketing channels, (including your website and social media).
Don’t forget to pay attention to the emotional effect of your audio branding. It should suit the context of your company’s main activities (If you have a law firm, it’s difficult to imagine that a fun dance song will work for you). Besides, it is better to collaborate with a professional audio production company to create a sound of good quality.
It’s also a wise idea to keep your audio branding relevant to your company and target audience. If there are changes in your business or in your target audience, you should update your audio branding as well.
However, it’s better not to use popular songs to create a sound image of a brand. They already have a lot of their own associations in people’s minds, and these associations can be different for different groups of your target audience. Even if the music has been remixed, it is very difficult to replace the primary associations.
Conclusion
In the world of branding, there’s more to it than just visuals. Audio branding, though often overlooked, plays a vital role in creating a distinctive identity for your business. By investing in audio branding, you gain a significant advantage over your competitors. So, if your budget allows, don’t ignore the idea of developing your audio branding strategy. It’s a powerful tool that can elevate your brand and leave a lasting impression on your audience.
If you want to reach new GEOs and audiences, maybe it is all waiting for you on Telegram? We’ve prepared some material about Telegram audiences. What are the messenger’s users like this year? How old they are, what they do, and what they are interested in!
