Just like brand visuals, audio can help recognize, identify, position and enhance a brand.
Imagine a swoosh. What do you think of? Nike, of course. When you see the NBC peacock, does a sound come to mind? It’s the three distinctive chimes that have been associated with NBC since the 1920s. It’s almost impossible for anyone who has a television to hear those three notes without conjuring up the brand. Which proves audio branding can be just as strong as a great visual.
Just like a strong established visual, sounds can also reach beyond the rational mind and tap into memories and emotions. Audio branding uses sounds to create memories or positive memory triggers that help recall a specific brand in the mind of consumers. As LeeBeth Cranmer, writing for SecondWind states, “It’s not merely background music but a sound that represent the identity and values of a brand in a distinctive manner.
McDonalds is another brand that effectively uses audio branding. As soon as you hear that “I’m l Lovin It” audio you probably think about the golden arches. United Airlines has used an adaptation of George Gershwin’s “Rhapsody in Blue” for generations. And who can hear the four Intel tones and not think of “Intel Inside?
The power of audio branding has been evident since the early days of radio when jingles were so prevalent. As Cranmer continues, “ in our modern age of advertising and marketing, audio branding is more important than ever due to the increased number of touch points available to promote your brand through sound.”
Because we live in an age of sound, there is a great opportunity to tap into a medium that can create strong memories and emotional connections with your brand. Healthcare marketers should consider audio branding as a component of their marketing strategy.
And audio branding is not limited to music or musical tones. It could be a distinctive voice, a sound effect or a particular way of saying a tagline. We spend great amount of effort and money working on the visual identity of our healthcare brand. Strong consideration should be given to creating that audio identity as well. To make sure your brand is not just seen but also heard.