Are your sound elements becoming brand assets? I found an interesting blog post by Jenni Romaniuk on Randall Beard’s Blog which is describing how you can understand, identify, and build distinctive brand assets.
She states that music, jingles, and sounds can become distinctive assets, just like logos, colors, shapes, characters, or fonts. As examples she uses the Aflac duck, the Nike Swoosh, and Mastercard’s priceless advertising. For Europeans or Germans Milka‘s purple cow or Telekom’s “di-di-di-dii-di” are equivalent examples.
For these elements to become a real asset for the brand it is not enough to be used as part of the brand identity. The specific element has to be unique and prevalent. Only then this element can help to support brand identification or even replace the brand name in communication efforts.
Interesting in this context is Romaniuk’s Distinctive Asset Grid. Here the whole article changes from mere theory and information to a recommendation of suggested action. The grid is supposed to help to identify and to establish unique and prevalent brand assets.
This can be helpful in the process of analyzing old sound branding elements. Is your old jingle a golden nugget or should you get rid off it? Romaniuk’s Distinctive Asset Grid can help you in the process of understanding your company’s acoustic footprint.