CAN YOU HEAR YOUR BRAND
Pieter Steenkamp, PhD
Let's Brand Your Business for Success??Consultant & academic with a doctorate specialising in brand strategy ★ Consultation ★ Workshops ★ Coaching programme
There is an underutilised brand element that you can use to trigger an emotional response from your consumers.
?1 Idea – 1 Challenge – 1 Quote
?1 Idea From Me
When we think of brand elements the visual brand elements most likely dominate. These include the brand logo (symbol and/or text), colour(s), font and so on. But does your brand have a sound identity?
Sonic branding
Sound branding, sonic branding or an audio brand element entails using sound as an additional brand element layer to identify your brand. Most of us will probably recognise the McDonald’s “Parapapapa” tune or the sound of opening a Coca-Cola bottle or can, which is not unique to Coca-Cola but they now own it.
Sound elicits feelings which are very powerful in branding. What feeling comes to mind when you think of the sound of drums – success or victory, maybe? And string music, trust?
?1 Challenge To You
Can your brand adopt a sound that your product makes in use? For example, a magazine brand could adopt the sound of flipping pages. Or can you develop a sound that will come to represent your brand? Tip: let the sound bring your brand’s personality to life – excitement, sophistication. Then, use your brand’s sound identity to announce your YouTube videos and so on. Can you now hear your brand?
?1 Quote
“Sonic branding – the strategic use of sound and music to build brands – is used to trigger emotional responses that helps consumers identify with the brand and build loyalty” – Joel Beckerman
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Let’s BRAND FOR SUCCESS!
Pieter Steenkamp, BrandDoctor
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Meet Dr Pieter Steenkamp, your BRAND FOR SUCCESS guide.
I am actually a brand doctor with a PhD in brand management from University of Stellenbosch Business School. As a brand management lecturer and researcher at a university in Cape Town South Africa and a visiting professor at universities in Germany, I stay up to date with the latest brand management developments. This affords me the incredible opportunity to consult with leaders of some of the most admired brands.
Database Engineer & Accounting Software Expert. Also production management, stock control, incentive & loyalty software, enterprise software. And some business consulting as I've been self employed since November 1994.
2 年Thanks Dr Pieter. I created a Musical CV. I believe that people who listen to it will know much more about me than people who read what I have written or who look at my CV https://www.youtube.com/playlist?list=PLSGT47wNRf_OwIulyQRIiaZrf5dvgCmuZ
Consulting Business Owner @ Adele Potgieter Business Coaching and Consulting | COMENSA Senior coach, Associate Professor NMU
2 年Thanks for sharing, one of my phd students is busy with a study on online sensory branding, very interesting results ??