How does sound affect consciousness?/Unsplash
Most brands have visual branding, but what about musical branding?
If you hear a really loud noise out of nowhere, what will happen to your body?
If you hear someone laughing, what will happen to the corner of your mouth?
Our body responds to sound automatically and a good sound, one that attracts attention and motivates action, can be very significant for brand recall.
As a company that produces sounds for brands, the first question we ask brands is what is the sound of your company, what voice recognition do you have?
Sometimes only the name of the token falls and they realize that they have no voice in the world.
They have a brand book where you can understand the company's values, colors, logo and agenda, but they don't have voice recognition - one that gives them their own special and unique voice signature.
It is important to understand that through music it is much easier to convey information about a brand, and to turn the brand's values into a musical language that tells the story in a way that we like to hear it and it is easy for us to remember it.
For example, is the brand current?
to all the family?
Digital or organic?
More than that, sound can make us understand whether it is safe or dangerous to buy from that brand.
The audience hears, recognizes, understands the Tone & Style of the brand, and accordingly formulates its opinion about the brand in such a solid way that it is almost impossible to change it.
Because music is invisible, it creates a kind of emotional manipulation on the brain, without us even being aware of it, which makes the brand easily memorable.
Music activates an emotion and when an emotion is activated, it will always burn a new memory and even make the audience fall in love with the brand in such a way that they will be willing to sleep on the street in front of the store the night before a new product launch.
Sound familiar?
Think for a moment about brand sounds you remember: from the opening theme of Windows, the sound of Netflix, the film company Fox, to McDonald's.
More and more brands realize that through sound and music they can sell more, be more creative in the way they use sound, attract attention, be memorable, connect their audience to the brand and most importantly, turn their buyers into those who believe in the brand and love it with all their hearts because they feel Part of it.
It is important to remember that accurate music is a shortcut to the hearts of consumers, because it creates a change of mind subconsciously and consciously.
We do this with the method we have developed.
For example, in the last project we did with the company AllJobs, we did several things to compose the logo.
The first thing, composing the name - All Jobs choose the right one!
The singing of the name was full to emphasize the overall message.
In addition, we added a bling sound that signifies receiving an email, a message, the form has been sent, and more.
And underneath it all, there is a melody and an 808 beat that repeat and together create the sound for the logo.
salespeople?
30 thousand jobs are waiting for you on the site./AllJobs
So how do you create quality and catchy sound for a brand?
Creating an emotion
- one of the ways is choosing scales and choosing precise tools through which you can create the emotion you want, stimulate and change the way people feel and perceive a brand.
An accurate choice of tools for musical branding will produce a powerful and inspiring experience.
She will give those who listen to her accurate information about the message the brand wants to convey and the emotion it wants to evoke.
For example, we will use a piano and a minor scale when we want to create excitement;
For an emotion of nostalgia or sadness we will use violins in the major scale;
To create drama, tension or admiration we will use fast music and slow music to calm down.
Creating nostalgia
- through music you can understand what emotion it is about even if you don't understand the language.
You can differentiate between something happy, sad or exciting.
You can take an old song, take it apart and reassemble it and adapt it to what is happening today, to transform a brand with an old concept into a brand with a current fragrance.
Choosing current sounds that connect and transform the old world into the new make viewers feel like it's something familiar they've heard before.
Distilling the brand values into a short and catchy sound
- another way is to compose the brand values.
For example, read the brand book and turn the values into something that can be heard.
For example, if the brand name consists of two syllables then its sound logo will consist of two sounds.
If you want a feeling of home and Israeliness, we will use acoustic guitars.
This is the power of music, beyond words and images.
After all, a well-known drink is just a drink with a logo and a cover, but what gives the human experience is the music that accompanies it, the sound of pouring, ice and sipping, which connects people to the brand.
Repetitiveness of the brand name
- after you have chosen sounds and adapted them to the target audience and the vibe that the brand wants to convey, whether by breaking a rhythm that creates recall or composing a musical hook of a few chords or a few words that appear in all the company's products, you will want to repeat and use them every time you present the logo, as much as that the media allows it.
In conclusion, music is the most powerful force in nature and has a huge impact on humans.
So do you know what your brand sounds like?
Niv Cohen is the creator and owner of knob Music
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