The power of sound in brand differentiation
In the battle for customers, brands have long engaged the senses in order to create unique and identifiable properties they can own in the minds of their customers. All brands strategically or otherwise set-out to own a concept of what they stand for. Usually this is the first point of differentiation as it combines the intent to stand for something uniquely different to their competitors. Secondly most brands consider their visual assets; brand identity, packaging, web sites, digital and traditional advertising, retail environments, etc. For some brands the senses of smell and taste also offer the possibility for developing unique and ownable properties (think FMCG and food and wine brands especially). And then there’s sound.
For decades brands have been developing unique sound tracks through advertising jingles. If you’re a contemporary consumer you’ve almost certainly found yourself humming a tune only to realize it’s from an ad campaign. But beyond that, brand have begun looking at ways to create ownable sounds that are closely connected to the experience of using or consuming their products. Pringles and Yarra Valley fruit juice have both created a unique brand sound linked to the opening of their products – a powerful psychological trigger relating to anticipation. Tech brands from Apple to Microsoft and Playstation have also created a suite of unique brand sounds connected to the experience of using those products.
In the clip below, two sonic branding experts (yep, that’s a thing); Andrew Stafford – Co-Founder & Director at Big Sync Music and Steve Milton – Founding Partner at Listen, explain the thinking behind some of the world’s most recognizable brand sounds.
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more at…
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