Visual elements are by far the most important in building a brand and product image. However, sound aspects should also be kept in mind, since right after sight, the most important sense is hearing.

It is therefore worth becoming well acquainted with Sound Branding, that is, a tool used to create a brand image through music.

It should be noted that when customers make a purchase, they are not buying the products or services themselves, but the ideas they have about them, that is, the image. The way we perceive a given product is an individual matter and depends on various factors.

As the name itself suggests, image is associated with visuality, that is, the picture of the product. However, this visuality is not connected only with image, but also with sound.

A breakthrough moment in how brands are perceived came with Martin Lindstrom's research. He carried out an analysis of brand perception in terms of associations across all the senses. The study showed, among other things, that about 65 percent of cases of changes in human mood occur not under the influence of images, but of sounds and music. The results indicated new paths of development and brand development strategies to marketers – says Aleksandra Potrykus–Wincza, Country Manager Poland & Baltics MOOD - the global leader in Experience Design

Sound Branding is often used by companies through 3 well-known marketing tools:

  • Sound logo

That is, a short and distinctive melody usually placed at the beginning or end of an advertising message. A sound logo is the audio equivalent of a classic visual logo. Combining a sound logo and a visual logo is the most effective way to make a brand memorable.

Example: McDonald's - I'm lovin' it

  • Corporate song

In this case, sound occupies almost the entire advertising message, and the content reaches the recipient in the form of music and singing. Corporate songs are often songs with a melody well known to everyone, fitted with new lyrics. These pieces easily stick in consumers' memory, contributing to building brand recognition.

Example: the song from the Lidl commercial

  • Audiomarketing

In audiomarketing activities, desired consumer behavior is triggered through various features of music. Gentle music, for example, will calm and encourage larger purchases. In turn, a fast and dynamic tempo will have a stimulating effect, increase the speed of moving around the store, and require customers to make product choices more quickly, while in restaurants and bars consumers will consume larger amounts of alcohol.

The goal of audiomarketing is to adapt background music to the experiences, preferences, and expectations of the brand's customers. Because the background music accompanying purchases is often interwoven with advertising jingles, a suitably selected repertoire can clearly help in the brand's communication with the customer – says Aleksandra Potrykus–Wincza, Country Manager Poland & Baltics MOOD