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Acoustic Branding | ||
Acoustic Branding, Sound Branding, Audio Branding or Sonic Branding is the structured process, in which all auditive communications become a part of the brand and its brand identity. On a strategic level, a world of sound first needs to be outlined for the brand, both in terms of form and content. That is called the Acoustic Identity. It is used to equip brand managers and agencies with a ready-made tool for the ongoing work on a brand, one that will act as a constant thread. Based on an existing Acoustic Identity will it be possible for all parties to find a common language. Just as a Corporate Identity, the Acoustic Identity provides a framework within specific measures can be developed and checked. The Acoustic Identity determines target values from an acoustic perspective and has strategic relevance as a result. At the same time it is a part of the brand strategy and of the briefing regarding the strategy for communications measures. Acoustic Branding is increasingly becoming a strong vehicle for conveying a memorable message to targeted consumers. As traditional media grows into non-traditional sectors, today’s savvy-eared consumer is accessible anywhere. From non-lyrical sound bites to catchy snippets of tunes, these acoustic brands take advantage of one of the brain’s most powerful memory senses: acoustic. There are several tools of Acoustic Branding... * Acoustic Logo * Jingle * Brand Theme * Brand Music Audio LogoAn Audio Logo (also Sound Logo, Audio Logo, Sonic Logo) is a short distinctive melody or a sequence of sound, mostly positioned at the beginning or at the ending of a commercial spot. An effective Audio Logo is constructed to stay in one's memory. The definition emphasizes its function as an acoustic trademark. The Audio Logo is next to Jingle, Brand Music and Brand Theme one of the tools of Acoustic Branding, the structured process where sound becomes a part of the brands’ communication. Furthermore the Audio Logo can be seen as the acoustic equivalent to a visual logo. Often a combination of both types is used to enforce the recognition of a brand. The short melody leads to learning effects on consumer's perception of a certain product. Due to human auditory behavior a melody instead of a sequence of sound is more memorable. When a melody starts, the human brain automatically expects the ending. To have an effective combination of melody and brand a high frequency and consequent use of the Audio Logo in brand-related media (TV, radio, internet, telephone waiting lines etc.) is essential. Examples This is an incomplete Audio Logo list, currently in use or abandoned: Deutsche Telekom, BMW, Audi, Intel Several points are important to consider...Uniqueness An Audio Logo is supposed to be unique (in terms of different) to other Audio Logos. That kind of polarisation can be used to create a brand's or company's surplus due to the direct attribution to a brand. Memorability In order to achieve brand recognition an Audio Logo has to be simple and clear. That is the most important condition to fulfil. An earcatcher as an Audio Logo is perceived and recognised more often by consumers. Flexibility With a lack of flexibility an Audio Logo can loose its function for recognising a brand. It should be considered that essential features (like those of a brand) should be hold. Other features like the instrumentation can be changed. Copyright 2008 - France BtoB from Wikipédia
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