The Age of Sonic Resonance: The Sound OF BRANDS in Business TODAY

Ever Greens

15 Oct

For a long time I have been thinking about how, in a post-digital reality, brands are more than just their products or services, a logo, or a website. They are experiences, resonating through various touchpoints across the so-called consumer journey.

From the colors and design of a logo to the tone of a social media post, an in-store shopping spree, a website, an online store, or an event, consistency and authenticity are crucial in brand communication.

Equally vital, yet often overlooked, is the role of sound.

Here, I will share some basic thoughts about the importance of visual coherence, tone of voice, and the more than often neglected role of engaging, relevant, and original sound.

Sound Systems around the world have, for decades, promoted a scene where Sound quality and community comes before the music itself or the artist.

Visual Coherence: The Visual Identity of a Brand

Every brand touchpoint, whether a billboard, website, or product packaging, should visually feel like it belongs to the same family. Visual coherence ensures recognition, builds trust, and creates a unified brand experience. When consumers see a consistent visual identity, it solidifies the brand's position in their minds, enhancing recall and loyalty.

The tone of Voice: Speaking the Brand's Language

Just as every individual has a unique way of speaking, brands too have their distinct tone of voice. Whether it's cheeky, professional, or friendly, this tone should echo across all written content. It establishes the brand's personality and ensures that messages are not just heard, but felt.

The Power of Sound: Beyond the Visual and Verbal

In our multi-sensory world, engaging the auditory senses is non-negotiable. Brands that harness the power of sound, ensuring relevance, originality, and authenticity, stand out in the noisy and unhealthy ecosystem of today's market.

Relevance: Brands should resonate with their target audience. The sound should match the brand's identity and appeal to its consumers.
Originality: In a world filled with jingles and tones, originality sets brands apart. A distinctive sonic identity becomes as recognizable as a logo.
Authenticity: Authentic sound, one that aligns with the brand's core values and mission, fosters deeper connections with consumers.

The Technical Foundations of Great Sound

A brand's sonic signature is not just about the creative aspect. The quality of sound plays a pivotal role in how it's perceived. From a technical perspective, good sound design is paramount.

Immaculate Production: Inadequate sound quality can instantly diminish a brand's reputation. Hisses, pops, or any form of distortion can turn away consumers and degrade the overall brand experience.
Balanced Acoustics: It's essential to ensure that sound is well-balanced across different devices and platforms. Whether consumers are using headphones, speakers, or a conference room setup, the sound should remain consistent.
Adaptive Soundscapes: With the proliferation of devices and platforms, sound should be adaptive. For instance, a sonic brand signature should be recognizable whether it's in a 30-second ad or a 3-second notification sound.

Sound in the Remote-friendly World

The remote work era has made clear communication more crucial than ever. Meetings, presentations, and digital workshops have become standard. In such a setting, good sound design ensures clarity and minimizes misunderstandings. It's not just about volume; it's about clarity, tone, and sometimes even the subtle nuances that convey intent.

So, feel free to add as much thinking as possible to this in the comments box below, because while visual coherence and tone of voice are undeniably significant, the power of sound is reshaping brand experiences and I would love to hear your opinions.

I truly believe that Brands that recognize and act on the importance of sonic relevance, originality, and authenticity – built on the solid foundation of technically great sound – will undoubtedly lead in the age of digital resonance.