EXPRESS YOUR BRAND BUILDING STRONG BRANDS USING THE EMOTIONAL POWER OF SOUND BY: JORDAN STEVENS CHIEF NOISEMAKER AT TREBRAND
Express your Brand - How to Build a Strong Brand Using the Power of Music
Jan 18, 2015
Learn about how you can implement music into your business to build a strong brand that engages your audience. This SlideShare presentation will show you key research findings on using sound in your business and how you can start using it to bring more sales, loyal customers and profits to your company. You'll also find out the 5 attributes that all great audio brands have so that you can start putting them into action in your business.
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EXPRESS YOUR BRAND
BUILDING STRONG BRANDS USING THE EMOTIONAL POWER OF SOUND
BY: JORDAN STEVENS CHIEF NOISEMAKER AT TREBRAND
POWER OF SOUND
POWER OF SOUND “Marketers who fail to understand the power of music will simply be
left behind.”
Mary Dillon, Former Chief Marketing Officer of McDonald’s
POWER OF SOUND Sound travels faster than a
speeding bullet and is processed quicker than light.
It’s the most efficient sense we have.
POWER OF SOUND It’s a primal sense and something
we can’t shut off. I dare you to try it!
PSYCHOLOGY OF SOUND
Who is Buying? French or German
A study by North and Hargreaves showed that consumers are five times more likely to buy French wine when French music is
played1. Ditto for the German wine.
Run for the Door Or not
The speed that music plays is generally the speed that we move. Slow music will keep
people in your store longer, which means more money in the till2.
Memorable Ads Do you have one?
A study by Oaks and North revealed that with the right music tempo listeners
remembered 21% more about the offer and the company being advertised3.
Tasty Food It’s all in the name
According to Professor Charles Spence, there is an association between taste and food dish names4. This means, matching your product name to the values you want to
express is vital.
Another One for Your Taste Buds
The secret behind airplane food Research by Woods discovered that high
levels of white noise, aka static, can cause our taste perception to go bland5. Experts
say that this is one reason airline food tastes so poorly.
MATCHING SENSES
Sound and scent, a super team! A study by Mattila and Wirtz showed that when arousal levels of ambient scent and
background music matched, consumers’ had a better shopping experience and
increased approach behaviours6.
SOUND ADVICE
WHAT IS AUDIO BRANDING?
Experience and Connection It is a research based method that is founded
on improving user experiences and emotionally connecting consumers to a
brand. Audio branding is the strategic use of sound within a business.
GREAT AUDIO BRANDS Creating a great audio brand
All great audio brands must have the following attributes in order to be an asset to
your brand.
GREAT AUDIO BRANDS Recognize
Your sound should be easy to recognize in a sea of noise.
GREAT AUDIO BRANDS Distinct
You need to stand out to be heard.
GREAT AUDIO BRANDS Memorable
Recognizing your sound is one thing, you also need to be remembered in order to build
brand equity.
GREAT AUDIO BRANDS Congruent
When sound fits a brand consumers are more likely to affiliate with that brand.
GREAT AUDIO BRANDS Ownership
Owning the exclusive rights to the sounds you use allows you to build brand equity and
not have it poached by a competitor.
ABOUT TREBRAND
WHAT IS TREBRAND?
Business and Art
Pronounced Tray-Brand, it’s a mashup of the words treble and brand. We help
marketers implement strategies for using music and sound in a way that builds
brand equity.
BRAND OR AGENCY?
Both We provide a collaborative partnership
between brands and their agency, ensuring that every communication is
aligned with the core values of your brand.
STRATEGIES FOR SUCCESS Three Steps
1. Brand Exploration 2. Build Creative Solutions
3. Analyze Audience-Focused Feedback
WHAT IS TREBRAND?
In The End We provide Sound Advice for all of our clients
whether we are creating a complete audio brand or a simple audio logo.
QUESTIONS AND ANSWERS For more Sound Advice and to download your
FREE report called:
“What every marketer needs to know about audio branding”
visit us at trebrand.com
Get in touch with Jordan: In Toronto: 647.247.2103 Toll Free: 1.877.787.8803 Email: [email protected] Web: http://trebrand.com
REFERENCES 1The influence of in-store music on wine selections, Journal of Applied Psychology, 84(2), 271–276
2Effect of background music on consumer’s behavior: a field experiment in a open-air market, European Journal of Scientific Research, 16(2), 268–272
3The impact of background musical tempo and timbre congruity upon ad content recall and affective response, Applied Cognitive Psychology, 20(2006), 505–520
4’The sweet taste of Maluma’: Crossmodal associations between taste and words, Jchemical Perception, 5(2012), 266–273
5Effect of background noise on food perception, Food Quality and Preference, 22(1), 42-47 6Congruency of scent and music as a driver of in-store evaluations and behavior, Journal of
Retailing, 77(2001), 273-289
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