Sound branding – or sonic branding, audio branding or acoustic branding – is not only about external marketing. Internal marketing has gained a lot of focus as well, and here sound is also a part of the corporate identity. Identity is as much about internal identification and dedication to the employer as it is externally identification to products or company.
In the western world individuals uses their job as a building stone in their own identity project. You are your job. It is therefore not unimportant how the company is perceived by the employee or potential employee. The atmosphere, the colleagues, and the leaders are important factors when employees evaluate their job. And atmosphere can be affected by taking sound into the internal branding. If the company can make employees (positively) identify themselves with a certain song or tune, it will strengthen the group affiliation.
Sound creates emotions and moods; it can appeal in a positive or negative way, and enhance memorability. It is a strong tool in affecting individuals and it is, thus, a good idea to broaden sound branding to an internal perspective.
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