Top Website Design Company, Lounge Lizard, Discusses the 4 Ways Audio Branding Will Benefit your Business

Share Article

With the rise of streaming entertainment coupled with the increased popularity of podcasts, the importance of audio branding to a business has never been higher.

Benefits of Audio Branding
The impact of sounds in the business world should not be overlooked especially when it comes to branding as the increase of voice-first technologies and streaming channels are changing the landscape of customer interactions.

Lounge Lizard is globally recognized as a top website design company within the web design and digital marketing industry. Lounge Lizard's brandtenders are creative, tech-savvy, and passionate in developing innovative strategies that drive conversion for both startup and established clients of all industries, making them the "best of breed since 1998."

With the rise of streaming entertainment coupled with the increased popularity of podcasts, the importance of audio branding to a business has never been higher. The use of sounds and music to express a brand’s identity is just another method of awareness for brand association. Most brands haven’t even thought about how their business sounds or should sound to their audience. Having that awareness now will only benefit a brand as voice-first technologies are used more frequently by consumers. Today the Long Island SEO company and digital marketing leader, Lounge Lizard, discusses the 4 Ways Audio Branding Will Benefit your Business.

What is Audio Branding?

When discussing branding and communication a lot of focus is placed on tone and voice, but that typically pertains to written content and videos; visual mediums. Sound is its own category within branding because it is very unique both in how quickly we recognize it and the subtle variations which can be used.

The best example of audio branding would be the NFL on Fox theme music. It has been around for many years and people instantly recognize it, which is why it was so confusing when Fox also started using that jingle during baseball playoffs back in 2010. At the time, Fox’s goal was to unify all of their sports programming with a single brand identity, which included the audio branding. However, it did cause a bit of confusion for many fans initially.

Ways Audio Branding Will Benefit your Business:

  • Distinct brand identity – Much like the NFL on Fox jingle, a distinctive audio sound it basically a logo for the ears. By consistently playing a song or jingle during ads and in conjunction with a logo, it will create an audio signature people will associate with the brand when heard. Sounds are very powerful when it comes to memories along with emotional associations and using audio branding is an excellent way to reinforce a brand’s identity.
  • Increase trust – One of the best ways to increase trust in a brand is by being consistent. Consumers gain comfort when they know what to expect. One reason chain-restaurants perform consistently well is that consumers have a level of expectation, even if that is for a moderate level of enjoyment and value, of what they will get. A focused song or sound that express a brand’s value can create consistency for a business. Once a jingle or set of sounds have been established, they can then be used to help with branding in new areas as the sounds will be as recognizable to consumers as a logo. Fox using their NFL jingle to unify the entire sports brand identity seemed to backfire initially, however that strength of association did create consistency in that people instantly recognized it was Fox.
  • Affect customer mood – There have been numerous studies relating sounds to mood. It is one reason why department stores have been playing background music for decades. Humans have emotional reactions to music based on tempo, pitch, and texture. The right combination of sounds played on a site as background music or built into the “audio logo” of a brand can help calm or relax customers which can lead to increased conversions.
  • Affect willingness to pay – Interestingly, research performed regarding a “sogo” or “sonic logo” has shown a relation between the number of tones in a sogo and the impact on consumers. One such study found that a 6-note sogo performs better than 3- or 9-note sogos regarding the willingness of customers to pay for products or services. Research into sogos is still in its infancy, which means this is an area where A/B testing could uncover the right mix for a brand’s target audience.

The impact of sounds in the business world should not be overlooked especially when it comes to branding as the increase of voice-first technologies and streaming channels are changing the landscape of customer interactions.

Lounge Lizard Digital Marketing Company is an award-winning, high-end design boutique specializing in website and mobile app development, UX/UI, branding, and marketing. Lounge Lizard excels in creating the ultimate brand strategy, fully loaded with expertly crafted visuals that work together to increase sales and effectively communicate a client's unique personality.

Media Contact: Ken Braun, Lounge Lizard, 631-581-1000, ken.braun(at)loungelizard.com

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Visit website