Mis-using sound can be negative for brands

Having read the Sonic Branding article (DW 24 November), I welcome the attention to this important aspect of branding. But I must point out that it is not news to branding agencies – Interbrand already has a dedicated audio branding team made up of sound consultants, audio technicians and composers, working alongside designers and strategists to create the optimal use of sound and music which supports our clients’ core values.

I agree that the use of sound and music as a branding tool can make a crucial emotional difference to brand identity, and creates powerful mnemonics. But it should be noted that mis-use or over-use of sound can create negative associations – wouldn’t you want to throw your kettle away if it played a tune every time you wanted a cup of tea?

Using sound as part of branding must involve assessing carefully the vision, mission, and values of the client, understanding the emotional territory it occupies, and then translating that into an aural experience.

It’s so much more than catchy jingles, sonic logos and start-up sounds. It’s about helping create an aural experience that works in harmony with the visual expression and enhances the core values of the brand. Successful audio branding wins not just part of the consumer’s mind, but will reverberate and remain in the heart.

Lisa Lamb

Consultant

Interbrand Newell and Sorrell

llamb@interbrand.co.uk