Marketers make extensive use of visual branding tools. They paint offices, printing products and product packaging in corporate colors. Company logos are not put on the forehead of employees. Commercials annoy not only TV viewers, but also users of YouTube and other video hosting sites. At the same time, audio content in general and music in particular is most often considered only as a background accompanying the demonstration of the audience of the video sequence.
However, some companies have learned to use audio content as one of the main elements of branding. This article will tell you how branding works with music and how to use audio content to interact with the audience.
Why use audio branding
Content marketing is constantly evolving in the wake of the growing needs of the audience in the content and the emergence of new opportunities for its consumption. For example, some 20 years ago it was possible to read about newspapers in the form of micro-televisions only in fantastic works, for example, in the famous story of Kir Bulychev about Alice Selezneva. Today, with tablet computers and smartphones that allow you to watch videos and read texts literally on the go, almost everyone has met.
The emergence of new content distribution channels adds to marketers concerns. You see, they should not just use different channels to publish the same content. Experts are faced with the need to create content that is suitable for the sites on which it is published. For example, they may publish articles and reviews on a company’s corporate blog. But for publishing on YouTube, the marketer will have to shoot the video first.
Currently, Internet resources have become multi-channel platforms for distributing content. Having opened one page of a site, you can find on it the text, video, images, audio and other types of content. Why are there videos, on some pages you will also find games. Given this, marketers can use different types of content to communicate with the audience and branding, including music. And some brands have already succeeded in this. See for yourself:
You probably correctly identified the manufacturer out of place for the ringing phone. And you did it thanks to the melody that became the brand's business card.
How branding works with music
In fact, music is a language with which you can convey emotions and meanings. Purposefully using this language, a business can broadcast its values to the audience, position itself and emphasize advantages. See how cult music is used by one of the most prominent brands on the Russian banking market:
The leaders of the bank "TKS" decided to make the song of the legendary rock band an element of the brand and its sound signature. However, do not think that Mr. Tinkov chose this composition just because he likes it and reflects his mood. Perhaps German Gref also likes to sing with his friends with the guitar "Blood Group" and "Changes". But, you see, the core of Sberbank’s audience would hardly understand the use of this music as the sound signature of the country's largest bank.
In other words, the musical element of the brand must meet not only the tastes of its owners and top managers, but also coincide with the mood and expectations of consumers. To ensure this condition, do a little research:
- Determine the current market position of your brand. To do this, describe your business, describe its target audience, the differences from competitors. If you use any music in your advertising campaigns, consider whether it matches the values of the company and its customers. Think about what you want to say to customers, partners or employees with the help of music.
Choose the types and formats of audio content that your target audience most likely prefers. For example, according to Sixième Son's audio branding agency, a hypothetical coffee maker should choose music as an element of branding that meets these characteristics:
- Sensuality, romance, seduction. Music with these qualities can be played on stringed instruments with noticeable reverberation of sound, brass instruments, highlighted bass and a muffled percussion section.
- Friendship, family comfort, fun. These characteristics correspond to the music played on the guitar or ukulele, children's choir, jazz rhythms.
- Hedonism, sexuality. The music that matches this mood is played by funk performers.
- Ask about how other companies broadcast through music the emotions and meanings that you want to express. For example, the Coca-Cola commercials with the sticky tune "Holiday comes to us" can certainly be considered the benchmark of musical-visual content that conveys a festive mood.
- Think about the sounds and melodies that best convey the values and interests of your brand and its audience. Is there a piece of music that you could use as a sound signature?
- Choosing a musical composition, determine how to use it in marketing campaigns.
How to use audio content
People often try to do several things at once. For example, you are unlikely to be surprised by a specialist who at the same time manages to work with a document, listen to music, correspond with a friend in ICQ, and answer a phone call. At the same time, a person’s attention is distributed in varying proportions between various tasks, without concentrating fully on any of them. This situation is characteristic of work situations and everyday life.
Audiobranding refers to the tools that allow companies to convey their messages to the modern consumer, whose attention is constantly distributed among various information channels. The following guidelines will help you use this tool to increase brand awareness and shape your business image:
- Choose a piece of music that will become the sound card of your company. This could be an existing composition or music created specifically for your brand. Use it to design marketing content, such as commercials or user guides. Please note that your sound business card should not be used solely as background accompaniment. Focus on the meanings and emotions that you want to convey to users through music.
- Use jingles and music logo to design your content. As a jingle, you can use an excerpt of the piece that you chose as a business card.
- Create and offer consumers and employees a corporate ringtone. This instrument has gained popularity among musical groups and large corporations.
- Use audio content to design your company's PBX. A melody of waiting or musical accompaniment for an answering machine can work for your brand.
Who needs music content and how to use it
Audio content has become an integral element of many well-known brands, for example, Coca-Cola, Nescafe, Nokia. Companies use musical compositions to design content. At the same time, business necessarily conveys emotions and semantic messages with the help of audio content. A classic example is the Coca-Cola company with its upcoming holiday.
First of all, audio branding is necessary for large companies operating in the consumer market. However, even small firms can use elements of audio branding due to the development of Internet technologies.
Do you think it is worth investing in audio branding for small and medium businesses?