Sound identity: Your identity and your values within earshot.
Apple’s slogan is “Think Different”. What if, for your branding strategy, you added “Sound Different!”? Because, it’s true, sound has this power to differentiate you from your competitors. This is why brands are using more and more sound effects, music and voices in their communications.
Today, brands must surpass themselves in order to stand out with different and impactful communication concepts.
During advertising interludes on the big screen, close your eyes and listen to the voices of the brands. You’ll notice that you can identify a product or a brand just through a melody that you have heard several times and have associated with that product.
Today, it’s not just TV and radio shows which have their own jingles, sound effects, credits or voiceovers. Brands create a sound identity for themselves. A brand’s sound is available on all communication media where audio is possible:
- Radio or TV advertising
- Videos on the web (Facebook, Instagram, blogs)
- Music when you’re put on hold by their answering machines
- The background sound of their internal or external events
The online and offline visual world is saturated with an incredible amount of calls to action, promotions, offers and advertisements. Today, brands must surpass themselves in order to stand out with different and impactful communication concepts.
The brain has this facility to obscure and block these visual solicitations out, while with sounds, it cannot ignore them.
Soft drink brands, sports footwear and the automotive industry have understood this. What about you?