Visual Brand vs Audio Brand
A long time ago audio dominated the advertising industry and was the king. The development of television and the internet has now changed that!
Yet, — and it goes without saying — in today’s cluttered and overwhelmed visual communication, audio can make the ‘sound’ difference to brands. Audio branding or sonic branding is a powerful tool because it can be used by both large and small companies.
Within temptation …. and escaping from Google’s multi-dimensional definitions given to Audio Branding, at Rabbeats we come down to a simple but straightforward concept:
“Audio Branding is the strategic use of sound as part of a company’s brand identity (kit, guide, you name it) which has only one purpose: to communicate it to their target audience. And by sound, we mean voice, songs, sounds, jingles, etc”.
Let’s take a prodigious example: Starbucks.
“Music has played a pivotal role in our stores for over forty years and we have been at the forefront of how to integrate it into a retail environment,” said Howard Schultz, chairman and CEO of Starbucks (BusinessWire, January 19th, 2016).
Starbucks uses music and sound as part of the branding strategy in order to improve the way its customers feel in their stores and at the same time promote customer loyalty.
Audio Branding is, therefore, a representation of your company that strengthens your brand, its values, authenticity, image, and personality.
We all know that the ‘visual language’ of your brand is your logo, but your brand is far more than this, and kinda goes without saying — here comes your company audio which is the ‘sound language’ of your brand and it’s a powerful addition.