What comes to mind when you think of your corporate brand? Your logo, tagline and corporate colors? While each of these are critical to your brand, your corporate identity covers a broad spectrum of marketing touchpoints – including audio branding – that shape how customers understand and interact with your business.
Researchers estimate that we rely on our sense of sight for 80% of the information we need to make decisions. That’s why corporate brands focus resources on logo design, color choice and other design elements. Visual cues make the strongest impressions.
And yet, as awesome as our logos and designs might be, they are competing for attention in a visually-cluttered world.
If your competitors are focusing primarily on what your target market sees, why not strengthen your audio branding to your marketing strategy to help give you a competitive edge?
The auditory sense may be a distant second to visual (researchers estimate that audio cues give us 11% of the information we need to made decisions), but it’s still a powerful reinforcement of sight cues, connecting customers with memories of past experiences and helping them make more confident decisions.
A consistent auditory signature will reinforce your brand identity, elevate your company’s professionalism and strengthen the customer connection. That’s why more and more businesses are paying attention to not only what their customers see, but what they hear as well.
Your company likely made a significant investment on visual brand touchpoints such as logo design, website and building signage. But what happens when customers encounter your business through a phone call, a radio advertisement or a promotional video? Are these audio touchpoints communicating the same brand message – and at the same level of quality – as your visual marketing components?
If not, consider aligning them more closely with your brand identity. Whether that means matching voiceover talent to your brand or choosing music that echos your brand’s strengths, it’s all about reinforcing the brand identity so that you are communicating consistently across all touchpoints.
What separates your business from your competitors? Sometimes the difference in competing products or services is so marginal that companies have to resort to price wars or noisy advertisements to rise above the crowd.
Audio branding can help set you apart from your competitors and keep you from resorting to gimmicks to achieve brand differentiation.
By making strategic choices in the areas of audio branding and designing signature sounds that align with your brand, you elevate the professionalism of your company, which can give you the edge over a less sophisticated competitor.
Our brains are wired in such a way that the more connections we make with a specific task, the stronger that connection becomes.
Go into any Starbucks and the in-store experience will connect with you in multiple ways: you see the earthy decor and the smile of the friendly barista; hear the scream of steaming milk; smell the aroma of coffee; and enjoy your favorite beverage handed to you in a familiar paper cup. Starbucks knows the more senses you use to connect with their brand, the stronger that connection will become and the more likely you are to return – again and again.
You can take a cue from Starbucks and make strategic decisions about your corporate audio signature such as choosing consistent voice talent for your on hold messaging or using music for business that matches the demographic of your target audience. This will help you build stronger connections to your customer, making it easier and more natural for him or her to do business with you.
If you’re looking for ways to gain a competitive edge and increase your marketshare, consider implementing auditory branding strategies that reinforce your brand’s visual identity, elevate your company’s professionalism and strengthen the customer connection.