October, 15 2010
Most organizations have relied almost exclusively on the sense of sight to communicate who they are, what they do and why they matter. Pirates have their unmistakable skull-and-bones flag. Nearly all religions have their own unique symbol. And today, practically every brand on earth has its own visual identity. Yet sound has unquestionable potential in creating impressions.
Consider the sonic snippets in your life—imagine Chariots of Fire or Rocky without music, a PC commercial without that Intel Inside bongggg, or a Harley-Davidson hog without its expertly calibrated tone. Sound triggers recall and reactions. And much like good visual or industrial design, it also has the ability to convey value and strengthen brand reputations.
So what’s your company’s audio branding identity??? … With custom music on hold and messages – the intentional use of music, sound and voice creates a connection between people and organizations. It’s the practice of engineering perceptions – the opportunity to link your brand and benefits through the intentional use of music, sound and voice. Many businesses seem to forget that their telephone system is also representative of their brand image.
Music on hold and messages works wonders in advertising, and certainly has a role in moving the sales meter, but there’s more to the story. Audio identity or audio branding using on hold messages takes into account the totality of a company’s sounds—from the promotional to the functional—and offers a systemic (rather than subjective) approach that ensures brands are perceived the way companies intend them to be perceived. If your goal is to improve brand perceptions where the rubber hits the road, then the returns using on hold messaging are real and measurable. In fact, the rewards can be substantial, as music on hold marketing can cover nearly all aspects of a customer’s experience with a company. Good sound is good business!