Sonic Branding Touchpoints
Here’s what I’m offering
The research phase is the first starting point for building a solid audio strategy. We will take a look at:
- Where are the brands current or possible audio touchpoints located?
- What does the brand currently sounds like?
- How does the competition sound like?
For example, we can create field recordings of the customer's retail stores or waiting areas. We can gather all (internal and external) the brands marketing and communications material that includes sound or music. We can collect and wrap together all available marketing and comms material from the competitors that include sound or music.
In the analysis phase, we take a closer look at the information at hand. We can develop rough demos and ideas on how to go forward. We will take a look at:
- How do the brands current sound match the brand values?
- How do the brands current sound better match it's target groups?
- What can we do better than the competitors?
For example, we can take the current brand values and start to turn them into rough audio demos. We can create playlists of available music that match the likely taste of the target groups. We can build models on how we could tackle the competition by using audio.
The audio strategy will be based on the results of the research and analysis. The strategy can be something we edit and move alongside as we move forward with the branding process. We will:
- Identify goals and key points of interests
- Set-up a timeline
- Define resources
For example, for retail, we could want customers to stay longer in the store. Or in the waiting area (hospital, bank, office etc.), we could want our customers to feel more relaxed and comfortable. We could want our mobile app or product to be more immersive and prolong the average time the customers spend on it. We could want our brand marketing and communications sound more unified and appealing.
Lastly, we want to define what's possible in terms of the resources and then implement our project in a specific timeline and then measure the results by using KPIs.
Music and audio production
+ Brand music, creative music selection and playlists
We can use specifically composed and produced music for several purposes. For making a brand more appealing and unified, music can work as:
- Brand's theme song or songs
- Background music for ads, videos and other brand material
- The Audio Logo
- Radio ads or jingles
On the other hand, the psychological benefits of music are hardly ever recognised: music can have a significant impact on a persons behaviour and feelings that will be associated with the brand. Music can also work as:
- A playlist of background music in a retail store or a waiting area
- Playlist in events or expo's
- As a sign or a signature of a product
- Tool for experimental advertising
Music defines culture, style, class, age, race, attitude and many other aspects of social life. By choosing the right music for the right purpose, the brand can define all of those aspects.
Music can be tailored for the brand's purposes or hand-picked from a music catalogue. Usually, a piece that’s composed and produced for a particular purpose works better and leaves a stronger mark.
+ Sound DESIGN AND PRODUCT AUDIO
The brand sounds can be used on several touchpoints depending on the product. By designing the correct sounds, we can affect the look and feel of the product: how does it feel to be connected with the brand when using their product. Sound design can be used as:
- Immersive digital or physical product sounds
- Immersive Mobile App Sounds
- Sound Operated Interfaces
- Alerts or Notifications
We want to argue that there are several touchpoints out there that are not yet discovered and that could help to make the brand feel more immersive and comfortable to use. Sound design can also be used in experimental advertising.
+ Voice-oVERS AND VOICE COMMAND INTERFACES
The voice, either human or artificial, is the brand's most recognisable element; it also gives the brand a personality. The voice can be used in:
- Advertising, communications and all brand material
- Voice operated interfaces
- Call services
- Mobile Apps
- As product sounds or communication
Choosing the right voice for the purpose is a crucial factor; is it male or female, young or old, thick or light?
Projects and Cases
Are you interested in audio branding? Drop me a line and let’s have a chat