If the media environment was like dating, audio would be the person that comes up to you and asks you out or gets your number. None of this swipe left or right. No strategic photos, at just the right angle, to hide 15kgs. No long-winded bio, and no sliding into the DM’s. In the dating world, audio would be an original playa with a traditional approach and the work-hard-win-big attitude.
What’s not to love about audio in advertising? Audio is interesting and diverse. It’s a smorgasbord of voices, effects, sounds, elements and music all blended into one element to deliver an individual brand personality.
When considering what you want your brand to sound like, think of elements like tone and values. What style of voice would resonate with what your brand represents? Are you fun and playful, serious and professional, or bold and innovative? The voice you decide to use could be for an individual campaign or it might become synonymous with your brand for a period of time. Think of “Cell C for Yourself” , it is virtually impossible not to hear that low toned female voice and think Cell C. Voices can make entire audio strategies as in the case of Harold from Netflorist or they can become the brand identity like James Earl Jones who voiced CNN.
Music is also a key audio element to consider when building a brand personality or the tone of a campaign. Do you need short and punchy, rhythmic or something gripping. As a brand, Castle Lager used music extensively in their campaigns in the mid-nineties to enhance their campaign message of being South African. The undertone of off the music was stirring and anthemic; they even captured their own anthem which grew mile high inspiration.
Audio memorability and brand positioning can also be created or enhanced with sonic sounds that create an audio brand. Sonic audio is rich in connection and impactful in approach as it allows the consumer to identify a brand based on a short piece of audio. Excellent examples include Netflix and Windows. The Windows example proves how memorable an audio sonic can be as the latest version of the software don’t include the audio when booting up, but it is still instantly recognised. In a fast paced, low attention economy, audio recognition is an essential element in brand positioning and memorability.
Audio is individual. It creates the opportunity for unique experiences and triggers the imagination of each person differently. It creates a playground of thoughts, responses and reaction. Coupled with visual elements it adds a layer of meaning to images and connects through language and emotion. Audio is a traditional, trusted element that delivers true value.
If the apps and DMs haven’t delivered the brand love you’re looking for, it’s time to trust the traditional way. Audio is authentic and what’s not to love about that?