Involve your target group
Do you know which touch points your target
groups wants to hear sound? Or do you only think you know it? Music and sounds
can easily become disturbing and annoying in the wrong setting, which will
create strong negative association to your brand. Know your target groups, test
your touch points and be willing to make adjustments along the way.
Create attention!
Customers are not as educated in recognizing
branded sound and music as they are with recognizing visual marketing communication.
Create awareness and attention and teach them to listen for your brand. One way
could be to create an awareness campaign, a competition or involve them in
creating, spreading and interacting with the music.
Don’t stop – but consider buying earplugs
When you are inches of smashing every
loudspeaker playing your branded music in the best Jimi Hendrix style, your
target group has only started to pay attention. It will take time before your
target groups have got the message and will begin to recognize and recall the
brand from the music. Buy earplugs and keep going.
Sound is not static
Implementation takes resources and time; so
remember to take it into account when planning the process. When the
implementation phase is done the music still has to be managed. Adapt, play,
expand and co-create with your target group and remember that music is alive,
evolving and dynamic – not static, complete, and lifeless.
Accept that nothing stays for ever
Although your target group may not grow tired
of it as quickly as you, their perception and preference will change due to new
trends, media, behaviour, and normal mere-exposure and wear-out effects. Test your
sound brand once a year; is it still contributing to your brand equity and
brand image in the way you want? And are the touch points still the right ones?
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