Oct 13

Why Congruency is Important When Creating an Audio Brand

Fight of FlightYou might already be spending lots of time and money on creating the right visual identity – which is good – but the truth of the matter is that we now live in a world where a multi-sensory experience is expected. What’s more is that some of the senses you’ve been neglecting are processed quicker and have direct connections to your emotional core.

In order to take advantage of this new world, you need to have a plan for how each touchpoint is perceived by your audience. This means having a strategy in place for how your brand sounds, smells, looks, and feels. Of course there are firms that can help you design a great touchpoint branding program, our friends at Hall MC is one, or you can partner with a specialized firm to take care of only one aspect. Either way, it’s vital for you to understand some of the industry best practices we use at TreBrand, so you can select the best provider.

First, based on our expertise, you need to know that if you want your audio brand to be effective in creating a positive experience for your customers, you need to understand the power of brand fit.

The Power of Sound

Music and sound is best known for its ability to stir emotions. As a marketer, what emotions you create are up to you. The challenge is in selecting the emotions and feelings you want to communicate. If you forget this step, it can be disastrous because of how the mind works.

I’ve said this before but it’s worth repeating, you can’t turn your ears off and sound is always processed quicker than light. What does this mean to you as a marketer? Well, simply put, sound is a primal instinct, we react quickly to the noises around us and that includes the music and sounds you put in your ads or retail spaces.

Another way to look at this is through the concept of fight or flight. What happens when you hear a frightening sound? You’ll most likely investigate the sound in a cautious way. This natural reaction can also be triggered by sounds that are out of place within the communications you create for your business.

I’ll assume you don’t want people to be afraid of your product or service!

So, what’s the solution?

One of the most significant problems with the way marketers use sound is that there is little long-term thinking. I suggest taking a strategic approach to how you use sound in your business. This means taking a look at what you’ve done in the past, looking at what the competition is doing, and agreeing on what you want to communicate. Once you can identify the key traits of your audio brand it becomes much easier to create your audio brand assets.

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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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