Key factors for successful sonic branding
This weekend we got a very interesting marketing study that researches key factors for success when creating and implementing a sonic/music identity. Niklas Andersson has a master of science in business and economics at the Lund University in Sweden.
You can download the full report as a PDF here.
Below are ten of the key conclusions Niklas draws in how to be successful when establishing and implementing your sonic/music identity.
1. Knowing your brand identity, i.e. knowing who you are before trying to convince consumers of who you are, through sonic branding.
2. Conducting a deep and thorough analysis, prior to engaging in the creation of a sound identity; investing sufficient enough of resources for this to be made possible
3. Understanding that when determining core values, tied to a company´s or brand´s identity, one must also include a consideration to them being suitable, as far as being possible to clearly and distinctly recreate as music and sounds
4. Gaining knowledge of the tastes and preconditions of certain targeted groups
5. Differentiating the transmitted core values of a sound identity from that of competitors, so that it can become clear and unique
6. Understanding that certain core values, when attempted to be translated into music and sounds, may lie very close to being perceived in a completely different, and perhaps greatly undesired way.
7. Reaching internal conviction within companies, of the reasons for a certain sound identity´s components and attributes. If co-workers are not entirely convinced of the cleverness and importance of its sound identity, they may reject it and in so increase
the risk of it rather weakening as opposed to strengthening the image of the brand
8. If possible, conducting consumer tests prior to the implementation of a sound identity, testing its perceived values by measuring emotional association
9. Enabling a sophisticated marriage between sonic and visual attributes; in so creating the sense of overall aesthetic appeal
10. Reviewing and, if needed, modifying a company´s sound purchasing strategy, in so possibly saving large amounts of resources, as well as increasing the chances of creating a unified sound identity
Join Jakob Lusensky of Heartbeats International for an exclusive seminar on how brands can work strategically with music in their communication, and how brands can benefit from participation within social networks.
An interesting article in Variety outlines the opportunities for brands to work with music in their marketing, using statistics and quotes from the Sounds Like Brandingâ„¢ report as the basis for discussion.
Top music industry news magazine Billboard reports on the Sounds Like Brandingâ„¢ survey.