How to use sound communication for your brand?

Isabelle GASPAR
Business Customer Manager

Whether a melody catching our attention in a store, a soft and reasurring voice over the phone, or a jingle sticking into our heads long after hearing an advertisement over the radio, we are surrounded by sounds every day. These auditory experiences are based on a well-thought-out strategy of sound communication. But behind these auditory experiences lies a well-thought-out strategy: sound communication. What is it exactly? What are its bases? How can you use music effectively in your marketing campaigns? Let’s dig in !

What is sound communication?

Sound communication is the art of using sound to convey a message, an emotion or an identity. Voices, music or sound effects... different sound elements can be used to create a melody that awakens an emotion, enriches an experience and strengthens the identity of a brand.

In a professional context, this sound communication is expressed through a wide variety of forms and media. Sound logo, advertising jingle, background music, musical illustration are all the ways to leave be unforgettable mark in your audience’s mind.

Wherever your brand meets its audience, sound comes into play. On television, radio, on the web, on your telephone reception or even in the store itself, these sound elements are integrated into multiple universes to create coherence between the image and the experience perceived by the consumer.

What are the advantages of sound communication?

Sound communication goes beyond the simple aesthetic dimension and becomes an important lever. Here are its

major benefits:

A stronger emotional connection: Sounds are directly linked to emotions. The right music can trigger positive feelings, improve likeability and create a lasting connection with your audience.
Better customer satisfaction: A warm and pleasant sound environment reduces stress, especially in waiting situations, and reinforces the professional image of your company.
Real business impact: Studies have shown that the presence of music in stores increases purchases. Music with a slow tempo and moderate volume encourages customers to stay longer, it influences purchasing decisions in a subtle and effective way.
Instant recognition: If it fits into your sound identity, the music is directly associated with your brand. Listeners recognize your world from the first notes.
Competitive differentiation: A unique sound identity sets you apart in a market saturated with images. It creates a sound universe that is unique to you and make you distinguishable from your competitors.
Versatility across multiple channels: on a website, a social network, in an advertisement, in physical form... sound communication adapts and is available on all media.

Do you need sound for your sound communication?

Let's discuss it!

Examples of the use of sound communication

Sound communication brings together a set of elements designed to reinforce a brand's identity and create memorable experiences. It can take the form of a sound logo, a sonic signature, a catchy jingle or background music that accompanies videos, advertisements or podcasts. These tailor-made compositions are created to stick in the memory of listeners and instantly link the brand to a specific emotion or idea.

Sound communication is also invited into physical locations to create immersive atmospheres and turn the customer’s visit into an experience. In a store a carefully thought-out playlist makes the customer journey more pleasant and encourages him to spend more time there. During events, this sound environment reinforces the emotional impact and immerses participants in a memorable experience.

The same is true for a company's telephone reception. Music tailored to on-hold messages, greeting messages and IVR creates a positive experience that reduces the perception of waiting time and reflects the image of a company that cares for its callers.

What are the criteria of a successful sound communication?

For sound communication to be truly effective, it must be thought out down to the smallest detail. Let's discover some important criteria:

Contextual relevance: Each environment has its expectations. The choice of sounds must match the desired atmosphere and the profile of your target audience.
Production quality: Clear and professional sound inspires trust and credibility, regardless of the broadcast platform. Quality recordings enhance the perceived image and avoid any impression of amateurism.
Sound aesthetics: a composition that is pleasant to listen to, harmonious and well-structured captivates and engages. The listener must want to hear this sound again without ever finding it boring.
Memorability and simplicity: an effective sound sticks well thanks to a simple and identifiable melody. The easier it is to recognize, the more it will spontaneously associate itself with your brand.
Originality: Stop doing like others! Be bold with unexpected sounds or surprising musical associations that conveys curiosity to your audience from the first notes.

Trust Phone Design, your expert studio in sound communication

For over 20 years, Phone Design has been creating tailor-made sound identities for companies from all walks of life. Each project is the result of an artistic and technical approach designed to enhance the brand image through original and memorable compositions.

Our services cover a wide range of sound needs: creation of sound logos, jingles, telephone greeting messages, musical design, etc. Our multidisciplinary team brings together composers, sound engineers, actors, all passionate about the world of sound. Together, they turn your ideas into recognizable sound creations, adapted to your goals and your target.

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