When you think of the words "Branding Strategy", the first things that come to mind might be visuals and copy; eye-catching and unified graphics, with well-executed messaging that wraps it all together.
But did you know that recent studies suggest that music and sound are actually more memorable than visuals when it comes to marketing?
This is where audio branding comes in - a powerful branding tool that will help your business stand out in a sea of noise.
What Is Audio Branding?
In a nutshell, audio branding refers to strategically developed audio (music, sound, or voice) that represents your brand's identity and values. It tells a story about your brand, and gives your target audience an auditory experience that they can relate to.
It's the art and science of aligning what your customers feel with what they hear.
Some make the mistake of assuming that audio branding is simply a catchy background music track during a commercial or video production, or perhaps a catchy sound effect or voiceover. While these are all just key components of audio branding strategy, they are not the end-all-be-all.
Do I Need Audio Branding?
If you run a business that communicates with its target audience through multi-sensory platforms such as videos, podcast, radio, or even live events, then I'd strongly advise considering audio branding. You've got a strong brand message and eye-catching visuals - why skimp on the audio?
Fun Fact: The average reaction time for humans is 0.25 seconds for visual stumili, and 0.17 seconds for audio stimuli. That means we react over 30% quicker to audio cues than we do to visual cues.
Three Pillars of Successful Audio Branding
To build a strong and effective audio brand, simply ask yourself these three questions: Who? What? And Why?
Know Your Target Audience (Who?)
You must understand who your content/product is most appealing to. If you've already started investing in your brand development, chances are you already know who your target audience is! This is crucial to audio branding because different demographics will respond very differently to the same auditory stimulus.
Know Your Product (What?)
There is no single "correct" method of developing an audio brand. Every business and every product is unique and deserving of a careful examination. A good audio brand specialist can help you identify the most cost-effective strategies for your specific product or service.
Know Your Brand's Core Values (Why?)
Your business's audio brand should be an extension, a representation of what your brand stands for. Your Why is the fuel that keeps you going, the glue that keeps it all together, and is the core of what draws your audience to your business.
. brand's values and your audience's values should be aligned, and if you can easily communicate this through your branding strategy, then that's half the battle won.
How To Start Building Your Audio Brand
"Alright, Dibur," you say, "I'm sold on the concept of using audio to deepen the connection with my target audience. But where do I start?"
Seek out an audio branding specialist who "gets" your industry. It is imperative that your audio branding specialist understands your product and your target audience, as well as the culture and current trends they live in. They can provide subtle yet invaluable insights on how to most effectively connect with your target audience through audio.
Oh, and one more tip: Don't save audio branding for the last minute. The earlier you incorporate audio branding into your strategy, the easier it is to sync audio with the visuals and messaging. While it's never too late to start investing in an audio brand, it's never too early.
About The Author
Darrell “Dibur” Reconose is a professional composer and sound designer with a fascination for brand-focused storytelling. He has composed music for award-winning indie games and online businesses, and is passionate about sharing his love and knowledge of musical storytelling with the world. Feel free to get in touch if you're interested to step up your business's audio branding game!