Connections and Coping

A brand can be defined by its emblem or logo but it can also be defined by specific audio cues, tones, or voices. Tones can have specialized meanings or create sounds that cause us to auditorially identify a brand or company. Some brands that come to mind that can be identified are Netflix and T-Mobile. When the Netflix tone plays at the start of the app, it is instantly recognizable to frequent users of the app. Another infamous tone is the T-Mobile ringtone which can identify anyone who has purchased a phone from this company. Short jingles, as well as particular statements that could be made, can be associated with brands such as McDonald's well-known “bah da bah Ba dah.” 
Statements or coined phrases can be tied to a brand as well. For instance, when Dennis Haysbert says, “You're in good hands with Allstate.” It instantly takes the mind to the Allstate insurance commercial. 
Moreover, the human voice can affect how a listener could feel about a brand or business. It's common for a listener to be more receptive to hearing a human voice than just a set of sounds. A voice can personalize a brand to its target audience. People are more drawn to things that they can relate to, and what better to relate to a brand than a voice. For example, if you look at a video on YouTube with no sound or the soundtrack, the likelihood is that that video will have fewer total views than a video with sound. Additionally, the views should increase more when there is narration from a voice. People as consumers want to resonate with a brand or company and any commonality will encourage them to purchase the products the brand promotes. It's easier to do this when they feel that they are connected to the brand especially when the brand has a soothing or direct voice. 
Audio scoring is also important in branding as well as in films. One of the genres that utilize a sound score most effectively is horror. the importance of a frightening score looming in the background as the antagonist stalks their victims or the protagonist is immense. The correct score and sound design are enough to put a viewer on the edge of their seat as the score comes to a crescendo when the main action is happening. The audio score not only sets the tone but can enhance the viewer's experience and take them into a world that the director created.

Audio In Branding

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