When people think about branding a business, they usually think about visuals first. What does the logo look like? Which colours does it use? How do those colours show up on the website and in other marketing materials?
However, branding is more than what people see. Audio branding covers what people hear. So have you considered how your brand should sound?
People connect with sound
Sound connects to memory. That is why some commercial jingles stay in your head, and you may recall one years after it stopped airing.
Sound also changes how we feel. It can bring comfort, intrigue and pleasure. On the other hand, it can create anxiety and frustration. Because sound carries feeling, your business’s sound matters for building your brand. It helps you connect with customers in a positive way.
Where customers hear your brand
First, think about every way customers hear from your company. They might hear your brand in:
- Commercials
- Promotional videos
- Social media videos
- eLearning and training materials
- On hold messages
- Automated telephone prompts
No matter how customers hear you, share your sound in every format. As a result, your brand feels the same wherever people meet it.
How to build an audio brand
Building a sound strategy works much like building a visual one. Follow these three steps.
1. Know your target audience
First, consider who you want to reach and which sounds appeal to them most. Look at their age and behaviour, and think about what they want when they contact your company.
2. Know your brand identity
Next, make sure your sound matches the rest of your brand. Since sound creates feelings, decide which emotion you want to convey and how it fits your overall brand. Sounds, voices and music can be fun and carefree, or serious and informative. They can also be romantic, goofy or exciting. We can help you find your sound at On Air.
3. Stay consistent across all your audio
Finally, keep your audio consistent wherever customers hear it. It doesn’t need to be identical every time. Even so, your brand’s general tone should always come through. Keep this in mind when you choose scripts, music and voice over talent to carry your brand voice.
Get started with On Air
The cool thing about audio branding is that it improves how people feel about your company. It also helps people remember your business, and it builds customer loyalty.
On Air offers all things audio. We create on hold messages, phone greetings, commercial recordings, eLearning audio and video voice overs. Together, we can develop an audio brand that fits your company’s overall brand. Let’s get started!
