We know… Over-solicited, in a world saturated with information, your potential targets are fed up with being (badly?) seduced by teaser campaigns, more or less inspired, and the fine promises you whisper to them end up being completely inaudible.
Emerge with panache!
To the credit of brands and the agencies that work with them, emerging with panache, originality and relevance is no easy task, and the multiplicity of channels does nothing to help in this quest for the grail.
So how can you stand out from the crowd? How can you make your brand perform a little better and make your communications more impactful?
Obviously, you can play with emotions, affect, the senses… These strategic levers have been tried and tested, so there’s no need to break down this already wide-open door with heavy-handed arguments.
Nevertheless, it’s worth remembering that images AND sound are still your main assets for reaching your targets through your points of contact.
But while brands meticulously nurture their visual identity with varying degrees of success, they often neglect their musical strategy or even forget about it altogether in their branding.
TV ad music: the spearhead of music strategies?
Let’s start with the TV ad… Because this is where the most effort goes into the music, or at least the brands spare no expense in synchronising the perfect track with their campaign.
Is it really clever? Sublimating a film’s AD with an appropriate soundtrack is important, but the brand must also ensure that it is identified, understood and has a significant impact on its target audience.
Using a well-known title in the hope of being recognised is sometimes a very costly strategy with limited relevance, especially as the work will never be exclusive to you: it will resonate with different advertisers, has probably already been unfaithful to you or, worse still, may be leading a double life with another brand!
Without wishing to cast a pall over the music used in advertising, think carefully before synchronising a track. Many campaigns have been very successful, but there are alternatives… We are convinced that TV is not the only channel that deserves to be pampered by music.
Sound identity: the missing piece in a successful branding strategy
A few memorable notes, a cry of identity, a catchy melody stuck on a logo…Sound identity is often reduced to a musical signature lasting a few seconds.
However, reducing it to 4 well thought-out notes is a bit like restricting a brand’s visual identity to its logo.
At Brandy Sound we are convinced that sound identity is a unique musical vocabulary that is deployed throughout a territory to make it coherent: it creates reference points at your various points of contact and leaves a greater imprint on your targets. It adapts to its medium, amplifying the reach of the message and making your brand more iconic.
Read also: Sound identity: the Brandy Sound method
What are the advantages of a sound identity?
In a nutshell, sound identity is all about opportunity:
– Establish your DNA by giving musical expression to your brand. As the bearer of your values and your ambitions, it is a proprietary anthem that evolves and changes according to your needs.
– Stand out from your competitors. Faint-hearted or uninspired, many players fall into the trap of standardisation and follow the visual and sound codes of their sector. Music is a perfect opportunity to stand out from the crowd and make your mark with originality and accuracy.
– Create coherence and consistency across your different channels.
– Perform better in your communications by making a significant impact and strengthening the link with your targets. According to recent studies*, the rate of brand recognition and attachment is much higher when an audio identity is tailor-made and established over time.
Don’t leave anything to chance for your brand and use music wisely. This could be your chance to do something different and take your branding strategy to the next level.
https://youtu.be/0sonxBU7DNs?si=Fc3d9s3aZIEwR9QsTo find out more
Do you want your brand to perform through music? Contact usSource :
*https://harris-interactive.fr/press/propager-rythmer-et-faire-resonner-le-son-des-marques-comment-les-etudes-marketing-guident-la-creation-de-leurs-identites-sonores/
To find out more :
https://www.youtube.com/watch?v=uDhvQD56qUc
https://www.youtube.com/watch?v=oHqyrXDDbsQ
https://www.youtube.com/watch?v=8hcORsWNrbs
