Should You Add Sonic Branding to Your Business?
Sonic branding is the auditory equivalent of the traditional graphic depiction of corporate and brand identity. Branding experts increasingly use sonic branding at every touch point where the potential client may be listening.
Today countless touch points such as advertising, multimedia, mobiles, retail spaces, call centers, podcasts and events set the tone for our relationship with brands. They can be found everywhere – TV, film, radio – each one designed specifically to manipulate our emotions.
Classic sonic brands include McDonalds's “I'm Loving it”, Mazda's “zoom, zoom, zoom” and the Intel sting. Designed and used correctly, the sonic brand can help your company reinforce its top of mind awareness and successfully brand even the shortest sound-enabled marketing interactions.
What are the benefits of sonic branding? Here are just some of the benefits sonic branding offers:
- Strongly differentiates you from the competition;
- Communicates your brand values in a unique and powerful way;
- Reinforces and increases efficacy of branding and marketing already in place;
- Creates customers who love your brand and will tell everyone they know about it.
Is sonic branding right for your business? Just because you can get a custom ringtone or website theme doesn't mean you need one. Consider your customer base and sales environment. If your business is about delivering an experience to customers, music should be part of it. Sonic branding is more beneficial in situations where brand/product visualization is difficult, such as for ingredient brands. Corporate branding, where the brand value is more abstract and intangible, is another strong candidate for sonic branding. You may also use it in service branding, where services cannot be seen in the same way that a product can be seen, felt or touched.
How does a company identify its sonic touch points? Each individual step in your business process contains a number of touch points when the customer comes in contact with your brand. Your ultimate goal is to have each touch point reinforce and fulfill your marketplace promise.
To determine the touch points driving your customers' overall experience, your organization can use a wide array of techniques ranging from quantitative research to institutional data. The methods you use will depend on the complexity of your products, commercial processes, and your existing knowledge base.
Is sonic branding a sound investment? It's hard to determine the ROI for sonic branding, so you need to regard the expense as a long-term investment rather than short-term income producer. Research shows that even for a low involvement product, changing the sonic logo attached to the product can increase the consumer's willingness to pay for that product by 17 percent. Thus, proper design of a sonic brand can have both short- and long-term implications on a company's financial success.
Should You Add Sonic Branding to Your Business?
Sonic branding is the auditory equivalent of the traditional graphic depiction of corporate and brand identity. Branding experts increasingly use sonic branding at every touch point where the potential client may be listening.
Today countless touch points such as advertising, multimedia, mobiles, retail spaces, call centers, podcasts and events set the tone for our relationship with brands. They can be found everywhere – TV, film, radio – each one designed specifically to manipulate our emotions.
Classic sonic brands include McDonalds’s “I’m Loving it”, Mazda’s “zoom, zoom, zoom” and the Intel sting. Designed and used correctly, the sonic brand can help your company reinforce its top of mind awareness and successfully brand even the shortest sound-enabled marketing interactions.
What are the benefits of sonic branding? Here are just some of the benefits sonic branding offers:
- Strongly differentiates you from the competition;
- Communicates your brand values in a unique and powerful way;
- Reinforces and increases efficacy of branding and marketing already in place;
- Creates customers who love your brand and will tell everyone they know about it.
Is sonic branding right for your business? Just because you can get a custom ringtone or website theme doesn’t mean you need one. Consider your customer base and sales environment. If your business is about delivering an experience to customers, music should be part of it. Sonic branding is more beneficial in situations where brand/product visualization is difficult, such as for ingredient brands. Corporate branding, where the brand value is more abstract and intangible, is another strong candidate for sonic branding. You may also use it in service branding, where services cannot be seen in the same way that a product can be seen, felt or touched.
How does a company identify its sonic touch points? Each individual step in your business process contains a number of touch points when the customer comes in contact with your brand. Your ultimate goal is to have each touch point reinforce and fulfill your marketplace promise.
To determine the touch points driving your customers’ overall experience, your organization can use a wide array of techniques ranging from quantitative research to institutional data. The methods you use will depend on the complexity of your products, commercial processes, and your existing knowledge base.
Is sonic branding a sound investment? It’s hard to determine the ROI for sonic branding, so you need to regard the expense as a long-term investment rather than short-term income producer. Research shows that even for a low involvement product, changing the sonic logo attached to the product can increase the consumer’s willingness to pay for that product by 17 percent. Thus, proper design of a sonic brand can have both short- and long-term implications on a company’s financial success.