Express your Brand - How to Build a Strong Brand Using the Power of Music

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Learn about how you can implement music into your business to build a strong brand that engages your audience. This SlideShare presentation will show you key research findings on using sound in your business and how you can start using it to bring more sales, loyal customers and profits to your company. You'll also find out the 5 attributes that all great audio brands have so that you can start putting them into action in your business.

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Express your Brand - How to Build a Strong Brand Using the Power of Music

  1. 1. EXPRESS YOUR BRAND BUILDING STRONG BRANDS USING THE EMOTIONAL POWER OF SOUND BY: JORDAN STEVENS CHIEF NOISEMAKER AT TREBRAND
  2. 2. POWER OF SOUND
  3. 3. POWER OF SOUND “Marketers who fail to understand the power of music will simply be left behind.” Mary Dillon, Former Chief Marketing Officer of McDonald’s
  4. 4. POWER OF SOUND Sound travels faster than a speeding bullet and is processed quicker than light. It’s the most efficient sense we have.
  5. 5. POWER OF SOUND It’s a primal sense and something we can’t shut off. I dare you to try it!
  6. 6. PSYCHOLOGY OF SOUND
  7. 7. Who is Buying? French or German A study by North and Hargreaves showed that consumers are five times more likely to buy French wine when French music is played1. Ditto for the German wine.
  8. 8. Run for the Door Or not The speed that music plays is generally the speed that we move. Slow music will keep people in your store longer, which means more money in the till2.
  9. 9. Memorable Ads Do you have one? A study by Oaks and North revealed that with the right music tempo listeners remembered 21% more about the offer and the company being advertised3.
  10. 10. Tasty Food It’s all in the name According to Professor Charles Spence, there is an association between taste and food dish names4. This means, matching your product name to the values you want to express is vital.
  11. 11. Another One for Your Taste Buds The secret behind airplane food Research by Woods discovered that high levels of white noise, aka static, can cause our taste perception to go bland5. Experts say that this is one reason airline food tastes so poorly.
  12. 12. MATCHING SENSES Sound and scent, a super team! A study by Mattila and Wirtz showed that when arousal levels of ambient scent and background music matched, consumers’ had a better shopping experience and increased approach behaviours6.
  13. 13. SOUND ADVICE
  14. 14. WHAT IS AUDIO BRANDING? Experience and Connection It is a research based method that is founded on improving user experiences and emotionally connecting consumers to a brand. Audio branding is the strategic use of sound within a business.
  15. 15. GREAT AUDIO BRANDS Creating a great audio brand All great audio brands must have the following attributes in order to be an asset to your brand.
  16. 16. GREAT AUDIO BRANDS Recognize Your sound should be easy to recognize in a sea of noise.
  17. 17. GREAT AUDIO BRANDS Distinct You need to stand out to be heard.
  18. 18. GREAT AUDIO BRANDS Memorable Recognizing your sound is one thing, you also need to be remembered in order to build brand equity.
  19. 19. GREAT AUDIO BRANDS Congruent When sound fits a brand consumers are more likely to affiliate with that brand.
  20. 20. GREAT AUDIO BRANDS Ownership Owning the exclusive rights to the sounds you use allows you to build brand equity and not have it poached by a competitor.
  21. 21. ABOUT TREBRAND
  22. 22. WHAT IS TREBRAND? Business and Art Pronounced Tray-Brand, it’s a mashup of the words treble and brand. We help marketers implement strategies for using music and sound in a way that builds brand equity.
  23. 23. BRAND OR AGENCY? Both We provide a collaborative partnership between brands and their agency, ensuring that every communication is aligned with the core values of your brand.
  24. 24. STRATEGIES FOR SUCCESS Three Steps 1.  Brand Exploration 2.  Build Creative Solutions 3.  Analyze Audience-Focused Feedback
  25. 25. WHAT IS TREBRAND? In The End We provide Sound Advice for all of our clients whether we are creating a complete audio brand or a simple audio logo.
  26. 26. Get in touch with Jordan: In Toronto: 647.247.2103 Toll Free: 1.877.787.8803 Email: Jordan@trebrand.com Web: http://trebrand.com QUESTIONS AND ANSWERS For more Sound Advice and to download your FREE report called: “What every marketer needs to know about audio branding” visit us at trebrand.com
  27. 27. REFERENCES 1The influence of in-store music on wine selections, Journal of Applied Psychology, 84(2), 271–276 of background music on consumer’s behavior: a field experiment in a open-air market, European Journal of Scientific Research, 16(2), 268–272 3The impact of background musical tempo and timbre congruity upon ad content recall and affective response, Applied Cognitive Psychology, 20(2006), 505–520 4’The sweet taste of Maluma’: Crossmodal associations between taste and words, Jchemical Perception, 5(2012), 266–273 5Effect of background noise on food perception, Food Quality and Preference, 22(1), 42-47 6Congruency of scent and music as a driver of in-store evaluations and behavior, Journal of Retailing, 77(2001), 273-289 2Effect

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