by Frank Strong
Sound has a powerful emotional connection; think for a minute what is triggered in our minds when we hear: a heartbeat, a doorbell, a phone’s ring, a car horn, a lawnmower, a dog’s bark, a baby’s cry, or Christmas carols.
Each sound has a special meaning, like a language onto its own; someone needs us, is warning us or entertaining us. These sounds trigger’s emotions: a doorbell for example, might trigger excitement for a familiar friend, or dread, with an unwanted visitor.
Sound isn’t commonly associated with branding, perhaps because it’s not often cited as a mechanism to raise awareness or drive leads; it might however have a powerful connection to customer loyalty and retention. Consider the sense of community stadium-wide singing during the seventh inning stretch of a baseball game builds.
What sort of music do they play in retail stores? Shopping music.
It seems to me, sound in branding goes nearly unnoticed, it’s almost unconscious, or perhpas subliminal, yet in a way that’s different than simply trying to ignore web advertisements. This is why I found a Marketplace story – Company logos expand into sonic realm – so interesting (you can read, or better yet, listen to that story).
If you subscribe to the idea popularized by Ries & Trout, that positioning takes place in the mind of consumers, as opposed to the words of a tag line, then you can instinctively understand the power of sound. Read More…