Sound branding is an increasingly recognized strategic tool in the world of marketing and communications.
It goes far beyond a simple jingle or background music; it’s a real lever for capturing your audience’s attention and reinforcing your brand’s identity.
However, for sound branding to be truly effective, it’s crucial to use it thoughtfully and consistently.
All too often, simple mistakes can not only reduce the impact of your efforts, but also damage your brand’s image.
Here are three common mistakes to avoid in order to maximize your sound strategy.

Not being in tune with your audience

For your sound branding to be truly effective, it must resonate with the tastes, expectations and sensibilities of your target audience.
A disconnect between your brand’s sonic identity and your customers’ preferences can create a negative impression and reduce the effectiveness of your strategy.
For example, a sound that doesn’t match your audience’s values or expectations can alienate rather than attract consumers.
Conduct a thorough analysis of your audience’s sound preferences and adjust your strategy accordingly.
Make sure your sound elements capture current trends and correspond to what really resonates with your audience.

Lack of coherent sound

Consistency is crucial to creating a strong, recognizable sound identity.
When your sound elements are inconsistent from one medium to another, it can lead to confusion and weaken the perception of your brand.
Your sound identity needs to be clear and consistent across all points of contact with your consumers: advertising, online videos, radio broadcasts, and even in-store.
Take Migros, for example, whose jingle is instantly associated with the brand.
A coherent, well-defined sound signature, used consistently, reinforces your brand’s recognition and memorability.
Make sure that your sound branding is integrated harmoniously and consistently into all your communication media.

Do not adapt sound to each channel

One of the main pitfalls in sound branding strategy is failing to take into account the specificities of each communication channel.
Each platform – whether it’s a TV commercial, a podcast, or a physical store – has its own characteristics and requirements.
For example, a dynamic, attention-grabbing jingle in a TV commercial may be perceived as too intrusive in a podcast, where the audience is looking for a more intimate, discreet experience.
Similarly, background music in a store should create an atmosphere conducive to shopping without becoming intrusive.
Tailor your sound to the context to ensure that each sound element is appropriate and effective.
By avoiding these common mistakes, you can not only maximize the impact of your sound branding strategy, but also reinforce your brand identity in an effective and memorable way.
Well thought-out and executed sound branding can dramatically improve brand perception and create a deeper connection with your audience.
At Newtones, we can help you create and deploy your sound branding. We look forward to hearing from you!