Bring Your Brand to Life through Audio Branding.
Audio branding is working for businesses just like yours because it elicits feelings that create a type of bond between the listener and the brand.
Six months after being hired and tasked with coming up with a customized marketing plan for a local company, you managed to successfully create a solid brand that your target demographic has become familiar with, and a sharp increase in sales shows that your efforts have been successful. The powers that be couldn’t be more delighted by your efforts. However, now that you’ve got your brand out there, are utilizing many different online marketing opportunities, have a strong social media presence, and your sales are on the rise, it’s time to consider how you can utilize audio branding for continued business growth.
Audio branding is that feeling you get when you hear the opening segment of your favorite television show. It’s a familiar, comfortable, excited, warm, almost nostalgic feeling. That exact feeling is what you want to elicit from your target demographic. So, how do you do that? Create your very own audio brand.
Importance of Audio Branding
Rather than a television show, the company you work for sells insurance. It’s easy to ponder how an insurance company can have a sound. Well, consider some of the commercials you’ve seen on television regarding insurance companies. To name a few: The General, Nationwide, Progressive, Geico, AllState, and Liberty Mutual, and these are just a few. Each of these brands utilize audio branding. Even dating websites, such as Farmers Only, use audio branding. You know you’ve heard the jingle. TV isn’t the only place where the use of audio branding is working for businesses. Some other brands to consider: Alexa, Siri, ads you’ve heard over and over while listening to Pandora or SiriusXM, and many more. The sounds you associate with these brands elicit emotional reactions from those who hear them.
Think about how you feel when you hear your favorite Christmas carol. Holiday music is a huge part of what causes those holly jolly feelings. Audio senses are some of the strongest senses, especially when it comes to connecting an emotional reaction to a product or service. Mobile phone commercials utilize audio branding in a big way, through television commercials, radio advertisements, and even through the phones themselves. When people hear those jingles — even if it’s not a phone they use — it sticks with them, and who knows, in the future, they may make a shift towards that brand.
Why Marketers Should Not Neglect Audio Branding
It’s easy to think that audio branding isn’t important to your brand, but nothing could be further from the truth. If you neglect audio branding, you are missing out on a huge opportunity to create an actual connection between potential customers and your brand. Eliciting feelings based on sound is one of the simplest ways to bring in new customers and keep them. You’re drawing attention without even realizing it, and the odds are excellent that you will see added sales benefits because of audio branding.
Keeping an eye on new and innovative marketing trends is the best way to continue to promote your brand. While audio branding isn’t new to the marketing game, it is a great way to recruit new clientele and give your current customers a reason to stick around. When you use emotions, and create a cognitive reaction to certain sounds, the brand sticks with people longer, and any time they hear anything even remotely close to the sound you’ve created to market your brand, that brand is what those people are going to think about. Therefore, audio branding is a must to continue to grow and expand your sales potential. Audio branding is working for businesses just like yours all over the world. Now it’s time to make it work for you.
