Who said that in the world of brands, the sound part was incidental? Certainly not David Gilmour, co-founder of Pink Floyd, who immortalized the SNCF sound jingle in Rattle That Lock, the main title from his last studio album released in 2015. During a train trip, he fell in love with this audio signature and composed an amazing rock record! That is to say that The power of sound is certainly not to be overlooked. On the contrary, it is a powerful element in promoting brands.
The emotive sound that reveals the brand
Ce auditory branding is particularly notable in these times of confinement: Netflix's “Ta-Ta” announces fun moments watching his favorite series while the default ringtone on iPhones means warm exchanges between loved ones. That's good because some brands have been able to develop a robust audio universe, that they have succeeded in establishing a strong sound identity recognizable by all. Because it affects our unconscious, sound creates a emotion, a feeling in a few musical notes. This sound identity reveals the brand instantly.
Achieving the perfect alchemy between sound and image
At a time when digital technology is playing an increasingly important role in business development and when many display screens are blooming everywhere, it may seem interesting tobring a new dimension to its displays by adding an audio component. It is true that hearing is involved in memory processes and that the presence of sound contributes to further enrich the emotional experience of the visitor. However, it is necessary to seriously study the implications, risks and best practices of a sound installation before integrating sound into your screen communication strategy.
The sound identity is carefully concocted
First of all, and like the setting up a digital signage system, a sound system project must begin with the analysis of The environment in which it will be installed (measurement of ambient noise, frequency and duration of shutdowns near the system).
For example, soundproofing a waiting room and a company lobby do not require the same approach. In a place where conversations are regular, and phone exchanges are frequent, is that really a good idea? Will the addition of sound help to reinforce the reach of the messages broadcast, or will the place be deserted because it will become impossible to hear each other, to concentrate, or simply to feel at ease?
Any sound system project must be positioned in addition to the display system. Audio and video content must convey The same message, and this message should be understandable without sound. Indeed, understanding sound information requires more time than broadcasting a visual message (which can be understood by a simple image). In addition, and even under the best conditions, only a fraction of your audience will be able to hear the whole message. Thus, and even if the sound reinforces the impact of the display, it must be clear enough to be understandable on its own.
Sound as the icing on the visual cake!
These are all crucial points to be analyzed and resolved beforehand at the risk of damaging the brand's image and reducing the effectiveness of messages. Only a controlled and evolving sound environment will be able to enrich the emotional experience of visitors and employees. Better no sound at all than degraded and incomprehensible audio. Finally, the sound should be like the icing on the visual cake! Think about it before adding sound to your sign!
Cenareo offers a Saas solution dedicated to dynamic signage. With our partner Tshoko, a music distribution solution, we meet the needs of communication professionals in all sectors of activity: Points of sale, Internal communication, Hotels and restaurants but also DOOH.
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