063 - Michele Arnese: Why Brands Need Sound

TL;DR

Sonic branding is a strategic way for brands to connect with customers emotionally and strengthen brand recognition in a non-visual environment, such as voice technology platforms like Alexa and Google Assistant.

Transcript

and I get into this in the world of this brand maybe I go also in a store and I take the brand in my hand and I'm like immerse in in this kind of experience and you see that the matching is very very important what we do we create a new dimension of a brand identity at the end of the day for Monday February 17 2020 this is episode 63 mikela R Nessa... Read More

Key Insights

• 💗 Sonic branding is a growing trend, as brands recognize the need to break through clutter and establish recognition in a non-visual environment.
• 👍 The ROI of Sonic branding can be proven through savings in production budgets and increased brand equity.
• 💗 Voice technology platforms provide an opportunity for brands to be early adopters and establish brand recognition in the fast-growing voice commerce market.
• 💨 Sonic branding is particularly relevant for sectors like fast-moving consumer goods (FMCG) and financial services, where establishing trust and connection with customers is crucial.
• 🉐 The transition to voice technology is ongoing, and brands that have done their homework in Sonic branding will have an advantage in establishing recognition and trust.
• 🤩 Consistency in Sonic branding is key, as it helps reinforce brand identity and facilitates brand recognition.

Questions & Answers

Q: What is the significance of Sonic branding for businesses?

Sonic branding allows brands to establish a connection with customers through sound and strengthen brand recognition in a non-visual environment.

Q: How can Sonic branding provide a return on investment for businesses?

A case study showed that Sonic branding can lead to savings in production budgets and workflows, resulting in a positive ROI for businesses.

Q: Why are financial services brands particularly interested in Sonic branding?

Financial services brands have realized the importance of establishing a human connection with customers, and Sonic branding can help create that connection and build trust.

Q: How can brands apply their Sonic branding to voice technology platforms like Alexa?

Brands can translate their Sonic branding into a voice profile consistent with their brand's sound, allowing for a cohesive brand experience across different touchpoints.

Summary & Key Takeaways

• Sonic branding creates a new dimension of brand identity by using sound to connect with customers and strengthen consistent brand voice.

• ROI can be achieved through sound branding, as shown by a case study that proved savings in production budgets and increased brand recognition.

• Voice technology, such as Alexa, provides an opportunity for brands to establish brand recognition and be early adopters in the fast-growing voice commerce market.