If you’re not considering your audio identity, you should be.
Audio marketing is here and the world is tuning in. We're listening to more podcasts, just over half of the US population has listened to a podcast, and with the advent of digital assistants, like Amazon Alexa and Google Home we're relying more and more on our voice to get things done. So why not use your brand's literal voice to make an impact?
Audio can be be used in varying degrees. Sound logos like the Yahoo yodel or the Intel jingle are as memorable as their visual counterparts. But remember that the details are just as powerful. For example, if you sell high end linen bedsheets why not wrap them in luxurious crinkly paper?
Adding audio marketing is a sound investment (sorry, couldn't resist) and one that doesn't require a huge budget. Using what you already know about your brand will help you navigate your way through sensory marketing. Start by listing out your brand characteristics and how they translate into sound. Harley Davidson motorcycles is synonymous with the rev of the engine. In fact, they tried to obtain a federal trademark for their distinctive twin engine sound when they realized it was a valuable touchpoint for every customer interaction.
Next, how do you want your target audience to feel when they engage with your brand? Connecting the sounds your brand makes to the feelings you want to elicit in your customer base will help you personalize the user experience, creating deeper and more meaningful engagement.
Sound, even the absence of it, should be a deliberate branding choice.
When two or more senses are appealed to in a consistent way, they amplify each other. Whether you’re building your brand for the time or just keeping things fresh, it’s important to remember that what your brand sounds like can be just as important as what it looks like.