The sound in principle
Sound gave life to notes and words, which made the rules of verbal and musical language. Without “verbs,” sounds and gestures were the only way to communicate, a primitive code with which the human race evolved.
The prestigious Encyclopedia Treccani defines communication:
Render common, convey, teach, divulge, take note; make a common value in service of someone or something outside of oneself.
Often, interpersonal problems arise from miscommunications. The tone, the words, the gaze. In relationships, wires are crossed, animosity emerges, arguments begin because of misunderstood language or inadequate dialogue. A lack of repetition, distance, culture, and language barriers can provoke relational limitations.
How do businesses communicate with the outside world?
In recent years, business communication has changed greatly. Values have changed, as have public relations. Sentimental value has involved people deeply. We speak less and less of consumers, clients, and buyers. We speak more and more often of guests, people, and audience.
Neuromarketing, sensorial marketing, emotional marketing, experiential marketing, brand experience. With the establishment of social media, the emotional factor plays a fundamental role in the process of communication. How do businesses relate to their target audience? What is their language?
Taste, Smell, Hearing, Touch, Sight
The more emotional values coexist in a message (coordinated consistently and knowingly), the more effective the product will be. It’s no longer enough to catch someone’s eye. We are immersed in an environment overcrowded with visual stimuli. From the moment our antibodies bypass those stimuli, music is here to help. The power of sound transcends distance and difference and arrives directly in the mind and the heart.
In some cases, a sound is worth more than ten, 100, 1,000 images and words…provided the sound message is conscientiously studied.
What is sound branding?
Sound branding is a finalised process for entering into the live feelings and memories of your target audience. It is fundamentally important to express your brand values, to reinforce your brand identity, and to maintain an associated memory.
Sound branding is a powerful instrument of communication, a means of involving, convincing, and communicating through emotions and perceptions more deeply.
How do you define a brand’s sound?
First, we must define the objectives:
- why use sound branding?
- what do we wish to communicate?
- whom do we turn to?
After responding to these first questions regarding what we must communicate and what our referential target is, we can begin to define the channels of communication (how), the means of listening (in what way), the places of use (where), and the timing (when and for how long):
- audio location
- diffusion of music at the point of sale (store, gallery)
- diffusion of music at the point of reception (lobby, welcome desk)
- addition of music to commercial advertisements or company videos
- creation of playlists for professional use (massages, fitness centers, themed events)
- creation of playlists for clients
- creation of playlists to promote an event
- creation of playlists to share on social media
Every business’s reality is unique and unlike the others
It is evident that each of these sound elements is different. Business needs are always different, as are the relative strategies.
The professional’s task is to understand and interpret the needs of each reality. Dialogue, study, adaptability, and response to feedback influence the great success of a strongly emotional process like that of sound branding. Still, few people understand that the incorrect use of sound and of music in general can cause a negative perception and consequences that detract from the brand image.
Have you ever asked yourself what your brand sounds like?