Strategic audio branding
Audio branding, also known as sound or sonic branding, refers to the use of sound in brand-building. It is a strategic effort that yields concrete audible content. The purpose of audio branding is to express the values and identity of the company or brand in a unique way that stands out. Furthermore, it aims to influence the customers’ impressions of and their relationship to the company and its products or services.
Effective sonic branding influences listener impressions and buying behaviour in the short as well as the long term. It is a versatile service: it can include a unique sound logo for the brand or company, branded music, or company podcasts, for example. The process of designing an audio brand should start by identifying the customer encounters where sound is used, one way or another. The sound used in the background of those encounters should be based on an expert design.
It has been shown that sonic branding is the most effective when the listener does not consciously pay attention to it. The audio used as part of the branding will stay in their subconscious, where it can influence their impression of the brand or business, even in the longer term. This makes audio branding more effective than visual advertising in terms of creating permanent consumer impressions.
Sound branding is based on a successfully designed soundscape. When building a unique audio brand for a company or brand, the first step is to determine how the company or brand and its competitors sound right now. The design phase focuses on the soundscape of the company purchasing the service: what should it sound like? At the end, an audio strategy is created for the company, potentially consisting of different sound elements. When designing your audio brand, it is important to use an expert to create the soundscape. This ensures a polished and harmonious result.
More and more businesses use sound to reinforce their image today. You can rely on Pinesker for expert sonic branding services. We are experts in audio advertising and audio content creation for any media. Find out more about our extensive audio branding services and get in touch – we will help you make your company stay in memory!
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