Listen Now – The New Need for Audible Branding
With forgetful consumers needing increasingly more ways to remember and connect with brands, many are exploring the potential of audible branding. Sonic hallmarks have been a powerful marketing tool since the 1970s, but the rise in popularity of smart speakers, podcasts, and streaming music platforms are creating a powerful new need for the tactic.
Increasingly, sound is becoming a primary paradigm for consumer communication. It’s currently estimated that over 2,000 new podcasts are launched each week. In South Korea, it’s expected 40% of households will have a smart speaker by year’s end – an increase of seven million users in just two years. By 2022, it’s estimated that global smart speaker revenue will be approaching US$20 billion per annum.
Fortunately, there are still many different ways to develop audible brands. From linking sound to certain functions (start-up, transactions) to a recurring riff for advertising campaigns to certain instruments or even music genres, there’s a wide variety of tactics to help make an organisation more memorable and engaging. With the widespread proliferation of new technologies, many communicators may need to start rethinking their approach to brand in such terms.