How Sound Shapes Consumer Perception
3月
19日
Out of all the commercials you’ve ever seen, which one do you remember the best? Odds are, everyone will have a different answer because of their cultural and demographic differences. But chances are, there's a signature sound, jingle, or song you associate with it. That's because music is a universal language, making commercials with catchy jingles or even voice-overs that much more memorable. When marketers expertly pair audio with their ads, they create a positive association with a sound and make brands instantly recognizable. A strategy that uses sound to establish a brand’s unique identity is known as sonic branding and involves creating a distinct audio signature through specific sound effects, jingles, and/or voiceovers for a brand.
How Brands Can Leverage Audio
Brains can process sound faster than any other sense while simultaneously being able to elicit an emotional response without consumers even being aware it’s happening. While there have been multiple studies done on how sound and music affect our brain and memory recall, choosing music for a marketing campaign typically relies more on intuition than science.
The characteristics of music, like the pitch, tempo, rhythm, contour, and tonality, are vital in shaping a customer’s perception of a brand and its products. Some basics you should remember include:
- High-Pitched Melodies: Associated with excitement and energy
- Low-Pitched Melodies: Associated with a sense of gravitas, potentially making products seem larger or more significant
- Fast-Paced Music: Evokes feelings of cheerfulness and vitality
- Firm Rhythms: Influences taste perceptions by heightening certain flavor sensitivities, making food seem saltier or sourer
How to Implement Sonic Branding Strategies
Before looking into different sounds and songs for your campaign, it’s important to determine your brand’s values and personality. Your brand values should guide and dictate the audio you choose for your campaign to ensure the sounds you choose align with your brand image. Once you establish your sonic identity, you should use that audio consistently across all touchpoints, from social media videos to TV and radio commercials. The more people hear it, the stronger the association between the sound and the brand becomes in consumers’ minds.
However, investing in sound isn’t always easy or cost-efficient. That’s where Click It Audio can help! Just sign up for Click It Audio for free and upload your audio to add sound to the tangible aspects of your marketing campaign via an audio QR code, like product usage instructions, behind-the-scenes stories of a product’s creation, magazine ads, and more. If you're looking for more marketing help, we also have marketing packages designed to fit businesses at every stage. You can even get up to $150 of free ad credit when signing up with either our Grow or Thrive plan for a limited time, so get this deal while you still can!
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