Why Marketers Should Not Neglect Audio Branding

Audio branding is often overlooked by brands, but with consumers continually bombarded with visual messages, it presents a real opportunity to cut through.

By Lucy Tesseras Via MarketingWeek.com

“Companies spend billions developing the look and feel of their brand but just as important – however sometimes overlooked – is audio branding.

Music has the ability to create strong emotional reactions in people, so defining a brand’s audio personality is critical because one wrong note could be the difference between a customer who is happy and engaged with a brand, and one who switches off.

The rise of voice-connected devices like Amazon Echo and Google Home is only going to push the importance of audio branding up the agenda. But there are many things to consider when it comes to finding the right sound.

Research by agency PHMG shows there is a vast difference between the emotions and brand values different instruments and pieces of music evoke. The agency played 1,000 people a range of different audio clips to gather their emotional response to each piece of music and their views of the impact of music generally.”

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