The big question about Sound Branding is how to calculate ROI on sounds? How to quantify music used in sound branding? How to define success criteria for acoustic sequences such as sound logos used in combination with other marketing tools?
By looking at sound logos as a brand element on the other hand, it is possible to discuss normal branding success criteria and compare sound logos to other brand elements such as visual logos or slogans.
Same approach to other sound branding tools could be useful but let me explain my thoughts through sound logos as an example.
Examples of sound logos
If we look at the common definition of a sound logo it is described as 1) a short and simple musical pieces 2) in three to six notes and 3) one to three seconds long, that 4) it is the sonic equivalent of a visual trademark.
Intel and Mercedes Benz exemplifies this, yet, a Danish example of a sound logo is "Oddset" which has nine notes[1]. A well-known example is McDonald’s “I’m lovin’ it” which, like Oddset, breaks the first attempted definition of a sound logo. None the less, the sound logos are defined through musical terms of numbers of notes and length.
Some companies make use of sound effects or recorded real-life sounds which cannot be defined as notes at all; e.g. Danish Crown’s slicing and sizzling steak-sound[2] or Vestas[3]. These examples show that the definition of a sound logo is not so much a standardized “form” as it is the function as an acoustic signature.
Function
The function could be described as: “An important tool in creating such corporate sounds is the sound logo, i.e. a distinctive, short melody that serves to generate an identity in a company’s various interactions with its various publics. Just like visual logos, these short sonic sequences help to distinguish the company from possible competitors in the mind of the customer” (interview with K. Kjems and S. Holme in Graakjær & Jantzen, 2009).
In this quote, it is important to emphasize that when a sound logo is defined as "melody" it does not include above examples of using sound effects and real-life sounds. Instead, it could be benefitial to use the words "sonic sequence".
The quote also describes that a good sound logo is an active that shapes the experience with a given presentation of a brand. This means that, in time, it may converge into a brand symbol that carries associations and references to the actual brand.
A new definition
Thus, a sound logo should be handled by companies not as music but as a brand element that happens to be acoustic. A new definition of a sound logo could be:
A short, distinctive sonic sequence that, as an acoustical signature, helps to distinguish the company from possible competitors and helps to generate an auditory identity in a company’s various interactions with its stakeholders.
Brand elements
Brand elements are defined by Kevin Lane Keller as “… trademarkeable devices that serve to identify and differentiate the brand” (Keller et al., 2008 pp. 128). In Keller’s terms brand elements must be; Memorable, Meaningfulness, Likeable, Transferable (across product categories and geographic boundaries and cultures), Adaptable (covering flexibility and being updateable), and Protectable (legally and competitively).
For a company to enhance brand equity, marketers must create strong, favorable, and unique brand associations or elicit positive brand judgments and feelings (Keller et al 2008). Sound logos, like other brand elements, must fulfill these criteria in order to contribute to the consumer based brand equity.
Just another tool in the branding-toolbox
This new definition of sound logos demands that sound logos should be handled in the same way as other exisiting brand elements. Companies already handle different brand elements such as visual logos, slogans/pay-offs, letter heads etc.
Most companies already have ways to measure "soft" assets in general e.g. through key performance indicators, balanced score cards, green bottom lines" - you name it. Sound logos, and other sound branding elements, is just another tool in the branding-toolbox and does not demand new invented measurement tools but can easily fit into existing soft asset measurement tools.
When it comes to implementation of sound branding in general - and sound logos in particular - one way to handel the usage is e.g. to include it in companies already existing designmanual. How should it sound, when and how should it be used correctly and so on. Clear guidelines of usage will help the company to measure it as well.
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