What is Audio Branding and Why is it Important?
Posted on 5 March 2021
"With the increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers."
What makes visuals appear louder and even makes people hum? Audio Branding.
“With the increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers.”
Impact of Brand Sound Element on Consumers – ukdiss.com
Understanding Audio Branding might be as easy as imagining how you can recall the memory of a brand when you hear a sound that becomes its identity or vice versa. Although the broad meaning is more complex, you can start from this brief definition.
There are various names used such as Sound Branding, Acoustic Branding, Sonic Branding, and Audio Branding. It only refers to the title used, but the content remains the same, something that can be heard from a brand.
Audio Branding Academy (ABA) provides a definition related to audio branding as a process of brand development and brand management by use of audible elements
within the framework of brand communication (Bollue, 2015).
Why should it be audio branding?
Using audio branding does not mean negating or neglecting other aspects of branding. Audio branding is a new bullet that you can prepare to sharpen your branding game. Aren’t you aiming to be a product that is recognized and recalled by potential customers? Audio branding can increase brand awareness and the quality of the customer experience. Why?
Audio Branding Optimize Your Brand Awareness
“Audio branding’s functions for companies and brands, which are championed in the literature, include increasing consumer loyalty to the brand” (Fulberg, 2003)
The use of audio branding is just as important as the use of visual branding. Both are identities that should be attached to a brand to increase Brand Awareness. Research (Janata, 2009) shows that some parts of the brain, such as the prefrontal cortex, can integrate sound experiences with memories and emotions. It also occurs in a wider area of the brain, the part that is responsible for making decisions, planning, thinking, and storing long-term emotional memory. Thus, it explains that there is a clear relationship between sound and emotion.
If your product is a product that has been running for a long time, this should be an untapped opportunity to make your product a product that is at the Top of the Mind of a customer.
Audio or music can magically evoke emotions or make you remember feelings in an experience. Feelings are an important and major component in a successful Customer Experience.
How to Get Started with Audio Branding?
Your journey should start here. We will invite you to get introduced to Audio DNA. Audio DNA is the core of the melody that you will apply in an audio product. Here is an overview of how audio DNA can be applied across all your platforms.
What platforms do we touch
Jackson (2003) explains that sonic branding is twofold: creating a sonic property is important, yet the strategic and consistent usage of that sonic property across touchpoints is just as important. There are so many possibilities that you can communicate
with your customers by sound at any point of contact: TV, Radio, Cinema, Desktop, Mobile, Retail, Parties, Conferences, Office, Web, CDs, Events, Corporate videos, etc. However, the majority of brand votes were selected unconsciously; Brands invest a lot in looking good but not what they sound like. A number of successful businesses invest in the music industry, and the value they generate with the sonic assets created far outweighs their actual investment.
