In advertising, a fundamental concept is the so-called brand identity. To create it, fortunes are spent on developing an “image” that consumers easily associate with a particular brand. Long studies and debates are carried out until the visual identity is defined and used in all advertisements.
However, brands do not achieve success through visual identity alone . The emergence of electronic media and digital channels has brought a new dimension to brand identity, causing companies to increasingly use sensory signals to brand their products.
Sound branding: “plim, plim” “tudum”
In this new reality, a widespread concept is that of sound branding new zealand girls whatsapp number that is, the brand's sound identity. One of the most iconic sound identities in the market is the famous "plim plim"... No matter where or what you are doing, if you hear that "plim plim", with your eyes closed you will know exactly that it is Globo.
Other examples include Netflix’s “tudum” or even the “gas truck” ringtone. Or even the opening melody of an Itaú commercial or the startup sound of Mac computers. The brand is automatically identified from the first few sounds. In short, the goal is to create the perfect combination of sound elements that make the consumer immediately identify your brand from the first few chords.
What the brand wants to communicate through Sound Branding
The development of sound branding requires an intense study of the brand and its personality attributes. The tone of voice associated with it, resulting in rhythm, instrumentation, chords, melody, scales, voice and background music. All carefully selected to reflect what the brand wants to communicate, in order to create a sound identity that will last with the brand.
And within this context, sound identity plays a fundamental role when the medium chosen to promote the brand is radio. This is the vehicle that allows communication with a multitude of people, regardless of the region, as well as direct communication with its target audience.
Furthermore, the cost-benefit of radio advertising is excellent, bringing enormous results for the chosen marketing strategy, with the possibility of investments that do not impact the budget as much, and with a reach enhanced not only by sound waves, but also by digital media.
Another advantage of radio is that it does not require the creation of extraordinary or fancy formats, quite the opposite. The spots follow a defined pattern of 15, 30, 45 or 60 seconds, which allows the creative team to focus on the message itself.
Proven benefits
According to the website Negócios SC, several companies have proven these benefits. Success stories include the Santa Catarina Basketball Federation, which encouraged sports culture in Santa Catarina through radio. Other examples include Vitorino Colchões, which increased sales by 45% by including spots in its communication strategy, and Barbearia Casanova, which extended its actions to the social networks of Rádio Atlântida Chapecó.
At Audiency, a platform for capturing, processing and distributing radio data, success stories involve segments such as credit unions, wholesale supermarket chains and pharmacies. In cases where advertising was monitored, the returns were demonstrably much higher and the results even more assertive.
More than registering your brand in the ears and hearts of consumers through sound branding, on radio stations and other sound media, monitoring your advertising to obtain more effective results has been a strategy for advertisers.