Brand Strategy
5 mins read

What is audio branding?

Published on
October 23, 2020
Scott Adam Lancaster
Brand Development Expert
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Firstly, if you aren’t using audio branding, you’re missing out. 

A study by Leicester university found that Brands that use music and sounds which are aligned with a brands identity are 96% more likely to be remembered by the consumer, than the brands that use ‘unfit’ sounds, music or just having nothing at all.

A study by Prof. Charles Spence of Oxford University stated that a brand audio strategy with relevant video can enhance the EMOTIONAL IMPACT of visual communication by 1207%.

So it’s fair to say that audio branding can help any brand generate more sales and grow.

So what actually do you need to do to develop an effective an audio strategy for your brand?

Coca Cola's audio brand strategy

To learn how to create an incredible brand audio strtaegy, let’s dive into the audio branding strategy of a household brand everyone on the planet knows. 

Coca Cola obviously have a dedicated team who can strategically come up with effective audio branding efforts, but you don’t need a team to develop an audio branding strategy which can improve brand recall and drive sales for your business. 

Let’s watch how one the best brands in the world create their brand audio strategy before I show you how you can easily make an audio brand strategy to grow your brand and get more customers. 

As you can see in this video, Coca Cola’s brand audio strategy is made up of two separate elements.

The first is the jingle created around the brands tagline at the time ‘TASTE THE FEELING’. And the second part of thier brand strategy is built around the sounds customer’s experience when enjoying a refreshing ice cold Coca Cola.

Now, if you’re thinking to yourself… oh Scott… I don’t have the time or the money to create a full-blown audio portfolio showcasing every single step of my customers experience..

Listen…Breathe… take a deep breath…. And relax. 

You don’t need to go into as much depth as Coca Cola to get the benefits audio branding and Sonic Ques can bring can bring. 

Remember, as long as the sounds and music you use is relevant to your brand and they are used consistently, you will automatically begin building up your customers ability to associate those particular sounds with your brand and what you do. 

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