Tone of Voice
You remember commercial jingles, TV show intros, and sound bites on your favorite radio station. They’re sources of emotions and memories that were embedded in our daily lives growing up. Fast-forward to 2018 and the commercials are in your newsfeed, TV shows are on your laptop, and streaming platforms have overtaken radio. A lot has changed, but the power of sound has stayed the same.
The right music can make all the difference; it can influence consumer perceptions and behavior and, when used correctly, communicate your brand’s personality and values too. Combine it with content strategy and it becomes a powerful communication tool. Voice has been a growing priority in the industry and now it seems there’s a next iteration: sound branding. If you’re a company with anything to sell, then you’re likely employing some form of it as a way to attach a sensory experience to your brand’s identity. With the availability of technology like music streaming and voice assistants, we have even more applications for sound. All these add up to mean increased consumer attention which could translate into the ultimate gain: sales.
In an age where listening is the new reading sound is as critical as written content. Brands attuned to their customer’s user experience are paying attention to sound, and elevating it to a veritable pillar of brand identity. There are even entire agencies set up to handle this burgeoning field, like iV, Sixième Son, Soundscape, PHMG, and The Sound Agency, to name just a few.
Consumers want authentic experiences, ones that resonate in their real lives and are emotionally engaging. Where once we were happy with a quality product, now, we want brands that touch, stimulate, or align with us in a deeper way. Sound is the latest entry into that intimate space.
Photo credits: tribecafilm.com (top post) and Luca Bravo (bottom post)