Oct 13

When is the Best Time to Implement an Audio Brand Strategy?

Of course I’m a little biased when I say this, anytime is a good time to start thinking strategically about how your brand sounds. In all seriousness, there are times in the life of a business that make more sense to implement an audio branding strategy. In this post, I want to highlight the best times to figure out how your business sounds.

When your business is rebranding
When your company creates a new visual identity it also makes sense to have a listen to how your brand sounds as well. The reason this is so effective is that we live in a multi-sensory world and a truly holistic brand must think about all of the senses. What this means is that sound will play an important role in the growth of your brand now and in the future.

The other reason this works really well is that since your are refreshing your look people won’t be surprised by the new sounds you are creating too. In fact, it’ll most likely help draw your audience in a little closer.

When you are looking to reposition your business
One thing to keep in mind is that a reposition of a business generally means changing the direction of how you communicate as a company. This usually means you are changing the emotions you want people to feel about your brand too. Since sound in a powerful emotional driver, thinking about the sound of your business during this period of time is vital to taking full advantage of the repositioning process.

Another thing to note, typically a reposition is also tag-teamed with a rebranding. This means you’ll also get the benefits of the rebranding process too.

When you are launching a new product, service, or company
New product launches are important to the growth of any company and the economy as a whole. It’s also a time of a lot of stress and excitement for the managers of the brand. What this also means from an audio branding standpoint is that a lot of new opportunities are created since you’ll be starting with a clean slate. Getting the sound right from the top can be a lifesaver if done correctly.

Good and not so good product launches
The SunChips biodegradable bags are a perfect case in point of what not to do. The managers of the company neglected the damage that a noisy product could cause. In the end, after many complaints, the product was pulled from shelves at a significant cost to the company. To SunChips credit, they retooled and relaunched the product with a new quieter bag.

When Old-Spice started to make a surge in the market over the last few years we were introduced to Isaiah Mustafa, the charming protagonist in the famous commercial seen below. What you may have missed is that we were not only introduced to Isaiah’s voice but a sound logo at the end of the commercial. This has allowed Old-Spice to build brand equity over a long period of time.

Wrapping up
It’s important to note that these aren’t the only times you should be thinking about how your brand sounds – it should be an ongoing process. However, we’ve found that these three situations are the best for getting a business on the right path to sounding as good as you look.

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 When is the Best Time to Implement an Audio Brand Strategy?

About Jordan Stevens | Audio Brand Consultant at TreBrand

Almost born with a guitar in his hands Jordan Stevens has been instrumental in inspiring brands to stand out and be heard. His music has been performed internationally and on the silver screen including a premiere at the Museum of Modern Art in New York and the Toronto International Film Festival.


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