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Audio Branding

By Karsten Kjems
blog

How Does Your Brand Sound?

音频品牌是指在所有品牌接触点上有意识地使用声音和音乐,以创造更吸引人的内容, meaningful, and affective communication. It’s a parallel to a visual identity. 音频品牌(或声音品牌)和声音标识已经出现好几年了. It started out as jingles, 在那里,品牌创造了将品牌或产品名称以朗朗上口的方式融入歌曲和歌词的小歌曲. 可口可乐可能是音频品牌最强大和最早的用户之一.

The power of audio branding

Hearing is the first sense we develop. 我们在出生前就能听到音乐,我们知道音乐是一种对我们的情绪状态影响最大的声音. It affects our moods, feelings, behavior and pulse rate, and can make us feel calm, sad, scared or even happy and uplifted. 今天我们周围的大多数声音都是随机的,有时甚至令人不快. So, audio branding is not a question of adding more sound, but using the right sound at the right time and place. Otherwise it’s noise.

声音和音乐以三种方式影响我们:我们的感受方式,我们的思考方式和我们的行为方式. 知道这一点,知道我们的大多数决定都是在无意识中做出的, audio branding can play an essential role in creating meaningful, affective and effective brand communication. A study conducted by professors Dr. Adrian North and Dr. 大卫·哈格里夫斯报告说,拥有符合品牌形象的音乐的品牌被召回的可能性比那些音乐不匹配或根本没有音乐的品牌高96%.SoundsLikebranding.com - survey). Especially when it comes to a combination of sound and visual logos, consumers who like the combination of sound and visual logo, plus recognize the combination, 可能也会发现这种组合符合他们对品牌的认知.

We do not remember noise and boring musical experiences. 只有大胆的、有意义的、情感投入的音乐才能实现这一点. 试着听听你的品牌使用的声音和音乐,然后问自己:
• What emotional state does this leave our audience in?
• Is it meaningful and engaging?
•音乐表达是否证实你的品牌承诺和声誉?
• Do you know what, 在哪里以及如何有意地使用音乐和声音来创造更有效的沟通?

Audio logos as mnemonics

Why are some audio logos so powerful and make us recall brands? There are several reasons:
首先,音乐理论表明5 - 7个音符之间的音频标识更容易记忆. This is experienced in the audio logos of Intel, McDonalds, Coca- Cola and others: they all have five notes in their audio logo. 其次,如果音频的使用与视觉标识的呈现一致,i.e. with an animation in a TV-commercial, 声音和视觉的结合使得两种感官的结合更加让人难忘. Furthermore, 如果我们经常同时接触到一个音频标志和视觉标志(电视, web, 我们的大脑会无意识地回想起“附加”在声音标志上的视觉标志, just by hearing the audio logo.

2010年,可口可乐作为国际足联世界杯(FIFA World Cup)的主要赞助商之一,可能是最好的音频品牌案例. The FIFA theme song was the five Coca-Cola audio logo notes, 这首曲子由来自14个国家的不同艺术家演奏. 通过优雅地伪装流行艺术家和人们唱他们的可口可乐音频标识作为曲调, 可口可乐通过在比赛期间播放数百万次他们的声音标志,成功地创造了有效的潜意识品牌, and making it one of the most downloaded tunes on iTunes in 2010.

We feel faster than we think

让我们来看看2015年InterBrand全球16大最强品牌, 50 % have an audio logo, an increasing tendency over the last couple of years. Why? Because it works and creates more brand value. 越来越多的品牌开始意识到听觉成分在营销传播中的价值和重要性,因为, no matter what your activities are, your brand is making sound. And if you are not giving it the attention it deserves, you are probably shooting yourself in the foot. 我们用耳朵观察、选择和评估品牌和产品,就像我们用眼睛一样.

Audio branding as a philosophy

在开始使用音频品牌时,需要考虑以下几点. Firstly, I believe that silence is king. Silence is a rare but valuable condition that is scarce nowadays. If you choose to break it, you must create more meaning and value than the silence, otherwise you are just creating noise. 所以,如果你的品牌要通过音频来表达,它应该是什么样的? What feelings and meanings should it evoke? 以及你的品牌应该如何以及在哪里使用音乐和声音来创造更多的价值和有意义的交流? Simple questions but not very easy to answer, 因为当用音乐和听觉表达品牌价值和感受时, most people’s vocabulary falls short.

2010年,他们是国际足联世界杯的主要赞助商之一. The FIFA theme song was the five Coca-Cola audio logo notes, 这首曲子由来自14个国家的不同艺术家演奏. 通过优雅地伪装流行艺术家和人们唱他们的可口可乐音频标识作为曲调, 可口可乐通过在比赛期间播放数百万次他们的声音标志,成功地创造了有效的潜意识品牌, and making it one of the most downloaded tunes on iTunes in 2010.

We feel faster than we think

让我们来看看2015年InterBrand全球16大最强品牌, 50 % have an audio logo, an increasing tendency over the last couple of years. Why? Because it works and creates more brand value. 越来越多的品牌开始意识到听觉成分在营销传播中的价值和重要性,因为, no matter what your activities are, your brand is making sound. And if you are not giving it the attention it deserves, you are probably shooting yourself in the foot. 我们用耳朵观察、选择和评估品牌和产品,就像我们用眼睛一样.

Audio branding as a philosophy

在开始使用音频品牌时,需要考虑以下几点. Firstly, I believe that silence is king. Silence is a rare but valuable condition that is scarce nowadays. If you choose to break it, you must create more meaning and value than the silence, otherwise you are just creating noise. 所以,如果你的品牌要通过音频来表达,它应该是什么样的? What feelings and meanings should it evoke? 以及你的品牌应该如何以及在哪里使用音乐和声音来创造更多的价值和有意义的交流? Simple questions but not very easy to answer, 因为当用音乐和听觉表达品牌价值和感受时, most people’s vocabulary falls short.

Advice on how to get started using sound branding

如果你想有策略地处理声音和音乐,你可能很难把握如何以及从哪里开始, 并通过策略性地使用音频来加强你的客户旅程体验. 下面是关于如何开始在你的品牌传播中策略性地使用声音和音乐的简要指南.

1. Create an overview of all your brand touch points using audio. 绘制你的音频客户旅程体验,然后确定哪个品牌触点最重要.
2. Start asking why. Why are we using music here? What function should it have? What emotional feeling do we want to leave the listener at this stage? If the audio or music doesn’t create more value, then remove it!
3. Designate a person in your organization as audio brand manager. Communicate that internally, 让他或她成为公司所有音频使用的联络人.
4. Work with professional audio partners. 寻找一个熟练的音频品牌公司,可以帮助您创建和制作您的音频身份,以及实施和持续的咨询和维护.
5. Just like your corporate visual identity, 让你的所有音频资产在线,这样利益相关者和合作伙伴就可以轻松访问你的音频资产, along with guidelines and templates for easy usage.
6. Ensure you hold all music rights or, if you work with a band or buy music, 检查所有权的总成本,以及在一段时间内或在你的活动中使用音乐表达的成本.

Sound identity: 可以识别一个实体(企业/组织)的所有声音和音频片段. A sound identity can consist of an audio logo, music, 音乐元素和声音设计是用来创造音频的连贯性, synergy and recognizability for a brand. An audio identity parallel to a visual identity.
Sound logo: 一个好的声音标志是一个品牌资产,它反映了一个品牌的一个简短的旋律短语,旋律或声音. In time, the sound logo may converge into a kind of brand symbol
它承载着有助于塑造品牌形象的联想,并作为与实际品牌的难忘链接. To successfully achieve this, sound logos as brand elements must be: Memorable, Meaningful, Likeable, Transferable, Adaptable, 和保护在消费者的心目中,有助于建立品牌资产(凯勒2008 p.140).

About the author
Karsten Kjems. 出生于1972年,父亲,兄弟,音频品牌传道者,爵士鼓手和周末佛教徒. 致力于通过声音和音乐创造更有意义和相关的交流. With kindness and love I am striving to fulfill my potential, being the best version of myself, but I fail daily.

This was originally published in Insights Magazine, NMSBA的成员可以获得关于神经营销的季刊的完整档案. Interested in joining? Check the options