Posts Tagged ‘music branding’

Over the past few weeks I’ve noticed a frustrating trend that as a marketer you need to be aware of. First, a little backstory.

There have been a couple of studies released recently discussing the importance of music in advertising. I won’t go into the full details today but you can read them here (Ad Age) and here (Marketing). Furthermore, in our own work with clients we’ve seen clients increase customer leads by 108% with radio alone.

Read on »

A few weeks ago I appeared as a guest speaker on Susan Regier’s Merlot Marketing. Susan is a fantastic copywriter and entrepreneur who loves seeing her clients’ businesses grow.

TreBrand has had the pleasure of creating a brand song for Susan and her company Vantage One Writing. You can check out the song on our demo page.

Now, have a listen to the 15 minute talk I did with Susan about the magic of audio branding.

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

You’ve seen me ramble on about how to make a successful radio ad or creating a better experience for customers who call you and even the top 10 audio logos and what if you want to put them all together into on cohesive audio brand?

Well, here are 5 things you need in order to maximize the ROI of your audio identity.

Memorable – Is your audio branding program memorable? If you’re going to invest in music and sound for your brand then you want to make sure people can remember your brand by the sound it makes. Memorability will play a large role in how successful your audio branding program will be.

Flexible – A good audio identity must be flexible enough to be used in many different ways. Just like the visual logo that a company uses, an audio asset, such as and audio logo, can now be used in many different mediums. It’s also important to be flexible so that the identity can change with time and still maintain its memorability.

Distinctive – Have you ever tried to name a song after the first 3 seconds? It’s certainly possible for the average person to do and this should be your goal. With that said, one thing you want to ensure is that your brand isn’t just another whizz bang sound. Each part of your audio identity must be distinctly yours.

Congruent – One of the best ways to make the most out of your investment in music and sound is to make sure that your audio identity naturally fits your brand and your audience. For example, if you own a Japanese restaurant then playing traditional Japanese music would be a good idea. However, you need to balance this with a bit of surprise because if you get too close to exactly what people expect then they get bored.

Purpose – As with many branding techniques it’s important to seek out a purpose for each asset. This will give staff and employees a true reason to keep using the audio brand in the way it was intended. The best example of this is the NBC Chimes which have a wonderful history that you can read in the linked article.

One thing to think about is that it’s not always possible to have all 5 parts present. Sometimes one aspect may be stronger then another and that careful balance is where an audio branding expert can help you make the most of your investment in music and sound.

On September 28th, 2012 @ 12pm I’ll be hosting an interactive webinar that will show you how to turn your business into a money making machine, using sound of course. You can join the webinar here.

Every year companies spend millions on music and sound related to their businesses. In fact about 90% of all TV ads have music in it (the other 10% is lying).

In 30-minutes I’ll be taking you through various studies on how audio branding can help you do more with your brand. Plus, you’ll learn how to:

  • Make more profits using sound
  • Spend less on advertising while maintaining market share
  • Have happier, more engaged customers

Space is limited for this webinar register now

So much of advertising today is a cat and mouse game, always trying to catch the next trend. One such trend is the strategic use of sound or technically speaking – audio branding. We’re happy that your brands are starting to use sound to create identities but sadly we must make a plea to you the advertising professional – do your homework.

Investing in creating an audio identity for a brand can take significant investments but the returns will far exceed any initial cost. What you should be worried about is do your customers like and understand your sound? Are you communicating the right values through sound? If not, how can we close the gap?

Sadly, many of you are not asking these questions. Case in point, Samsung has a pretty melody that plays when you turn on their TVs, this is fine except many consumers don’t like the sound (read the comments of the video link above) and want to turn it off. As we’ve seen with social media, trying to force feed customers with brand messages doesn’t work very well.

Now, have a listen to Intel and you’ll instantly understand that for the last 20 odd years they’ve been able to take full advantage of their sound, however, I want to highlight an even better case, The NBC Chimes – the NBC Chimes first hit the airwaves in the 1920s!

So, my plea to you the advertiser is to ensure that you don’t just add a pretty sound to your product. Give sound a purpose just like you do with the visuals for all of your clients. Mostly we ask that you stop assuming what consumers want to hear.

In a continuation of last week’s post on selecting music for a store lets discuss a little further on how to select music for your business.

It is vital that you select music that is congruent with how customers perceive your product or service. This is because we humans have developed many schemas, expectations, of what should happen at any given moment. We do this without really knowing it but it’s important to realize that it’s there.

What happens when we deviate from the expected? Well, typically we become adverse to the situation we are in. From a biological standpoint this makes sense. If we hear something out of the ordinary it may signal impeding danger – it’s better to run now before the lion attacks. Of course this is something we don’t want our customers to think or feel about our brand.

So, the first action point for you as a brand manager is to have a clear idea of what you are trying to communicate and what your demographic already perceives to be true about your brand. From here tailoring music to fit is a relatively easy process.

Here are some of our favorite audio brands from days past. We’d love to hear them again.

Hello Moto

HSBC The world’s Bank

Juicy Fruit

Tony The Tiger

Kit Kat

Hamlet Cigars

McDonald’s – Big Mac

Taco Bell

Rice Krispies

Kool Aid

Have you ever cried during a sad song? Get pumped during a workout with your iPod? Music is powerful stuff my friend.

Recent research at How Stuff Works has shown how music can change the chemical balances in our minds. It also seems that medical researchers are paying closer attention to how music can change the mood of patients. Medical centers are now looking into the idea that audio branding can help calm and sooth patients.

As a marketing professional you’ll be curious to know that music and sound can also have an impact on how people perceive your brand. Careful selection of your advertising music, on-hold music and even your corporate lobby must take place if you intend to maximize the power of your brand.

Next time you are waiting for something have a listen to what’s around you. How does if make you feel?

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