http://www.adweek.com/brand-marketing/as-voice-continues-its-rise-marketers-are-turning-to-sonic-branding/
Marketers have long used sounds and jingles to connect emotionally with their customers. Although the world has become increasingly more digital and we continue to add more screens to our routine, brands are actually starting to focus more on developing audio-driven marketing campaigns. Brands have started to embrace the idea of "sonic branding" which is the use of sound, song or melody to help reinforce a brand's identity.
With the introduction of voice channels such as Alexa and Google Home brands realize the importance of differentiating how they communicate their brand are moving towards sound association vs. relying solely on visual experiences. There is an upside for brands who use sonic branding including an increase in brand favorability and brand consideration which directly effect ROI. Using sonic branding also allows brands to build out their omni-channel strategy and drive traffic from sound channels to other digital experiences such as their website or mobile app.
An interesting use of sound recently was implemented by Visa who released a chime sound that signified a transaction on their digital channels. Their results show that 83% of respondents found that Visa's new sound sparked a positive perception of the brand and made them feel safe and secure. I think this is a particularly smart move for credit card companies as more consumers use mobile wallets vs. physical credit cards and there is diminishing brand association amongst users.
Marketers have long used sounds and jingles to connect emotionally with their customers. Although the world has become increasingly more digital and we continue to add more screens to our routine, brands are actually starting to focus more on developing audio-driven marketing campaigns. Brands have started to embrace the idea of "sonic branding" which is the use of sound, song or melody to help reinforce a brand's identity.
With the introduction of voice channels such as Alexa and Google Home brands realize the importance of differentiating how they communicate their brand are moving towards sound association vs. relying solely on visual experiences. There is an upside for brands who use sonic branding including an increase in brand favorability and brand consideration which directly effect ROI. Using sonic branding also allows brands to build out their omni-channel strategy and drive traffic from sound channels to other digital experiences such as their website or mobile app.
An interesting use of sound recently was implemented by Visa who released a chime sound that signified a transaction on their digital channels. Their results show that 83% of respondents found that Visa's new sound sparked a positive perception of the brand and made them feel safe and secure. I think this is a particularly smart move for credit card companies as more consumers use mobile wallets vs. physical credit cards and there is diminishing brand association amongst users.
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