Guest post by Albert Martin, Sound Designer at Strong
Creating an identity for your business through music used to mean only one thing: Go spend a ton of money on producing a jingle. That’s a huge challenge with a potentially huge downside. If you don’t nail it, and I mean exactly right, you miss out on the positive emotional connection a well-crafted jingle is supposed to create.
Some have enjoyed great success with theirs, but for the most part jingles are seen as old-school. Like the parachute pants I wore in 9th grade, there’s little hope that a retro-resurgence will make them popular again. “That is so 1983, man!”
The modern world’s ever shrinking attention span has replaced the traditional jingle with a far more expressive concept: “Sonic Branding.” You know exactly what sonic branding is, though you might not have known its proper name:
Sonic branding at this level costs an enormous amount of money, but the principles behind what makes it so effective can be applied to any advertising strategy. Here are three practical applications from my work as sound designer at Strong.
What a person hears can have a profound effect on the choices they make. Muzak has proven this time and time again. The pace and style of music delivered by the Muzak service increased the productivity of workers in WWII-era factories and influenced the spending habits of retail shoppers for a generation.
The lesson here? Don’t let bad sound short-change the effectiveness of your advertising. You may not be a “Sonic Branding” expert, but a common-sense approach to sound design can help you achieve similar results and increase your overall effectiveness.
Next time, I’ll take a look at how you can extend your “Sonic Footprint” by incorporating audio elements from your radio and TV in your on-hold messaging.