Are Brands Using Audio Effectively?

By 17th April 2019Uncategorised

“Sound is a nutrient for the nervous system. Love your ears…they are much more important than you ever realised.” – Prof. Dr. Alfred Tomati.

We’ve become so reliant on our visual sense these days that we undervalue our most deft and primal sense: the sense of sound. If we asked you to think of the Pepsi brand, immediately you’d think of the colours blue, red and white, you’d be able to visualise their circular logo, and perhaps picture the product in a tall glass with ice; but what does the brand ‘sound’ like?

Sound can help shape a customer’s perception of a brand, and shouldn’t be discarded from the overall brand toolkit, especially as it’s very effective on a subconscious level. Sound adds dimension, music adds emotion, and emotion creates memories.

From a retail and hospitality perspective, music adds a more compelling level of sensory experience that engages customers, thus adding to the overall brand experience, and ultimately enhancing people’s perceptions of a brand.

Just as brands have strict guidelines on the appearance and usage of logos and typefaces, they should also have guidelines to indicate what their brand ‘sounds’ like. In advertisements, brands that use music that matches their brand identity are 96% more likely to be recalled than those who use irrelevant or no music. Again, in a retail or hospitality environment, it is important the music used matches the brands identity, as it will inadvertently shape the customer’s perception of the brand.

This is why our clients are given a music policy, designed by our music profilers with the help of the client’s marketing team, which means every song they play in store, or in their bar, restaurant, bank or gym, is always on brand and always adding to the brand experience in a positive way.

The next time you’re in a shop or restaurant, pay attention to the music and think about how it makes you feel. What does it say about the brand? Is it how you’d imagine the brand to sound?

We hope you found this post useful. We’ll be there to help you as you make your journey into finding the right music for your business. Give us a call today on 0113 233 7800 to find out more.

Sources:

http://www.getthefive.com/articles/the-marketeer/audio-branding-can-you-hear-your-brand/

http://www.markramseymedia.com/2008/02/using-audio-to-build-brands-and-move-mountains/

KVH Studios

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