Post on 16-Apr-2017
Where logo turns into sound, interior fills up with
atmosphere, brands find their voices and the ad could be
sung,
a consumer becomes a fan and marketing turns into
audiobranding
Sound ID is a professional provider of audiobranding services
Audiobranding extends a traditional brand strategy and creates a multi-
sensory platform for customer-brand relationships
SOUND ID Audiobranding
AUDIOBRANDING: Aim & targets
AimGive voice to brand and make it pleasant for the consumer.
Target 1: Extend brand identity with the help of audio channel
Target 2: Increase the efficiency of brand communications with the help
of music semiotics and communicative power of sound
Target 3:Create a multi-sensory and multi-dimensional platform for
brand-customer interaction
SOUND ID Audiobranding
Audiobrnading is on the agenda today
The attention of marketers, ad makers and brand-managers has always been focused on visual design
The consumer has been bombarded with billboards, bright package, graphic logos, corporate colors
•Visual channel of information transmission is overloaded
The attention of consumer switches to less loaded channels of information transmission
• Audio channel is on the agenda in terms of marketing communications in companies all over the world
Audio channel of information transmission
• Is less loaded than the visual one
• Its use in marketing communicationso requires a conscious and scientifically based approacho includes non-verbal communication through sound and
music
1. Audio identity for brands: • Sound logo • Sound theme for brand• Soundscape for presentations & sites• Jingle
2. Sound design & background music for commercial spaces:• Big retail spaces and small boutiques• Hotels• Restaurants, cafes, bars• Sport clubs and SPA-centers• Etc.
3. Music for audio support of commercial videos
4. Any forms of cooperation between brand and music industry representatives:
• Sponsorship• Product placement• Music events’ organization
Our offers are unique on the Russian market of audiobranding
Sound logo
Sound logo is the auditory analog of a visual logo. It is a short 2-5 seconds distinctive melody (or sound) that should communicate the key idea of company and be easy to recall.
Sound logo (sogo) usually appears in the end of commercial and on the corporate site.
The design of sogo should be based on objective approach. It is proved that specific design characteristic, for example, the number of tones in a sogo systematically create higher or lower customer willingness-to-pay.
Examples:1. BMW old sound logo:
http://www.youtube.com/watch?v=WINxpjoFiU0 2. BMW new sound logo:
https://www.press.bmwgroup.com/pressclub/p/pcgl/pressDetail.html?title=new-sound-logo-for-bmw-brand&outputChannelId=6&id=T0137954EN&left_menu_item=node__2205
Sound theme for brand
Sound theme for brand or brand soundscape is a track, usually based on sound logo, which creates a distinctive image of brand, communicate the key information about the brand (such as industry/market, innovative approach or ecological awareness) and becomes a brand element and hence a strategic tool to the company.
Example: soundscape for telecommunications company: http://www.soundid.ru/audiobranding/
Soundscape for presentation or site is usually based on brand theme, but is designed as a background, in order not to attract much attention and be suitable audio support for communication.
Jingle
Jingle is a short tune, used in advertising. It contains one or more hooks and meaning that explicitly promotes the product. Jingle usually uses an advertising slogan and is rhymed.
Example: www.youtube.com/watch?v=9UWq26V01po
We offer an extended identity of your brand
We analyze the system of brand attributes and choose the ones appropriate for audio communication.
On the base of this analysis we create audio identity, which reflects the company image and could be incorporated in many different forms of communications.
This is how the strategic use of sound is integrated into the organization
Background music is one of the most important constitutes of atmosphere
Sound design & background music for commercial spaces
Background music
Fills the interior with atmosphere
Communicates brand identity Influences
Psychological and physiological state of
consumers and, therefore, their buying behavior
Time
Real time: time, the potential consumers actually spend in the shop or wait for a free table in
the restaurant
Perceived time, for example, the perceived time of waiting for service or the perceived time
spent in the boutique
Enhances the perception of
interior
Atmosphere is of crucial importance in service settings
Functionally, most of the service companies working in one market segment provide the same offer
The competition shifts to the sphere of selling emotions
Atmosphere becomes the criteria of consumers choice
We visit restaurant not only for eating…
We stay at the hotel not only to have a roof over our head
…We shop not only for buying
We make creative concepts and offer playlists according to the aims of company and the identity of brand.
Our solutions include different options of music choice:• Music composed for the particular project• Music chosen from a wide range of music libraries
(international music libraries, such as Muzak, Amurco Music etc.)
• Already existing music (lounge, soul, jazz, pop, rock etc.)
We provide legal support of our solutions in terms of intellectual property rights: copyright and related rights.
Sound design & background music for commercial spaces
As a powerful mean of mood creation and communication of feelings and emotions, music appears to be an important component of audio support in commercials.
Music may have significant impact on audience perception of the brand and enhance the communicational efficiency of the commercial
The interaction between music semiotics and brand identity enhances the communicative efficiency of the commercial, providing the viewer with a clear idea of the brand. The level of brand recognition is higher in those cases, when the commercials are supported by music, selected according to the key brand attributes.
Music for audio support of commercial videos
• Sponsorship
• Product placement
• Music events’ organization
Benefits of such forms of cooperation:
o Creates associations between brand and musician/group/music event/radio station
o Forms the reputation of brand, incorporating cultural DNKo Makes the brand a staple of music culture or subculture
Different forms of cooperation between brand and music industry representatives