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Distinctive brand assets such as logos, colours or slogans are key facets in many of the world’s most successful brands. With strong assets a brand can grab attention at key decision points, giving brands a big advantage in categories where consumers are overwhelmed by choice.
When we think of brand assets, it is often visual assets that spring to mind first – logos, colour associations and even celebrity endorsements. But dig a little deeper and you see some brands have successfully created distinctive auditory assets.
The idea of auditory assets is not new. Many of us might recall popular jingles and catchy radio ads from our childhood. More recently though, this idea has broadened into Sonic Branding, where brands now develop a full suite of auditory assets (sounds, music, jingles etc) as a strategy to build recognition and memorability for their brand.
Understanding the emotion in music
Emotion underpins our music choices. By overlaying music, we can align musical selections and auditory assets with our brand positioning territories and Kantar's Needscope can be leveraged to understand the universal emotion.
Auditory assets such as music can be present in many brand touchpoints including retail, branded websites, customer service experiences, advertising and more.
Auditory assets and brand building
Like any brand asset, auditory assets need to do a ‘distinctive’ job for the brand – be clear, memorable, be strongly associated with the brand and bring the brand instantly to mind. Beyond this, auditory assets should also play a key role to reinforce the brand positioning through a straightforward process:
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First, know the emotion you want in your brand’s positioning
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Understand the emotion in existing and proposed assets
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Optimise your auditory assets to best support your desired brand positioning
Download the Needscope AI Music Whitepaper
Get in touch with our expert: Machteld Andries, Brand Domain and Strategy Lead.