You can’t turn off your ears. We can look away from something but hardly stop listening. For our ancestors the never sleeping hearing sense was crucial to survive. Hearing is embedded in the emotional part of our psychological system and the instinctive part of our brain. Music and sound is a universal language understood by all humans.
In the power of sound lies a huge potential for brand communication. This potential is hardly used in a systematic approach. Sound Branding gives a brand a new dimension: an Acoustic Identity.
Why do corporations invest in a clear visual identity? It increases recall and differentiation from competitors. Sounds are even more powerful. If you hear the tones of a famous song you can hum the melody. This power is utilized by Sound Branding. Continue reading