Recognize the brand by hearing the sound: Why should the auditory recognition be added to the brand CIS?

The traditional brand CIS system is usually composed of three aspects: concept identification (MI), activity identification (BI), and visual identification (VI).

In today's environment where marketing information is more saturated, consumers' visual attention has been difficult to attract, so brands can find another way to realize the importance and uniqueness of auditory marketing, and incorporate auditory recognition (AI) into the CIS system, Create an all-round, multi-sensory and multi-dimensional image of the brand.

The advantages of brand auditory recognition system

Wide range of carriers

The auditory recognition system takes sound as the basic element, so any sound medium can be used as the carrier of the auditory recognition system, from radio to online audio platforms, from TV to... A variety of media combinations make brand advertisements listenable everywhere.

△ Broadcasting and media communication channels

Rich content

Although sound only mobilizes one sense of hearing, through the right combination of music, sound and sound effects, the information that an advertisement can carry can be greatly enhanced. For example, ambient sound creates product usage scenarios, sound effects highlight key brand content, and music sets off the atmosphere and renders emotions. The flexible application of various sound elements will help brand communication be more three-dimensional and vivid.

Accompanying multiple scenes

The sense of connection, intimacy and companionship represented by sound is obviously different from other media types, and consumers listen to audio advertisements in a wide variety of scenarios, harmoniously integrated into the user’s 360-degree life scene, and “accompanying” users at every fragmented time point position, bringing more opportunities for brand marketing.

Enhance brand recognition

The exclusive voice that highlights the brand's personality can pass through the noisy market environment, allowing consumers to "hear" clearly, quickly identify and remember your brand, and achieve the effect of "hearing the voice, seeing the person (brand)".

How to build an efficient brand auditory recognition system

1. Personalized brand voice selection

· Brand music should be "matched" with the product or service in terms of taste and temperament, which can create an auditory atmosphere that matches the brand's style and help consumers quickly enter the music scene atmosphere;

Some unique sound effects, voices or Jingle have great communication and penetration power. The use of such melodies and lyrics can make the brand voice quickly remembered in the communication, highlight the image and personality of the brand, and leave a deep impression on consumers. ;

· When marketing in a specific region, the rational use of dialects and local music can also effectively shorten the distance between the brand and consumers around the world.

2. Long-term construction of auditory system

① Focus on the continuity and unity of the brand sound system in the time span - it is necessary to maintain the stability of the sound style, and to make flexible changes according to the marketing nodes. If the style of the brand voice changes frequently and has no rules to follow, it will not only leave a chaotic impression to consumers, but also is not conducive to the management and communication of the brand.

The use of a continuous and unified auditory recognition system in advertising and marketing not only helps the audience to deepen their understanding of the brand, but also makes consumers have expectations for the brand's next communication content, helping the brand to form its own characteristics and even brand IP.

② In terms of communication, it is necessary to focus on the continuous delivery of brand voice content. Through multi-scenario and high-frequency repetition, the core value of the brand should be transmitted, to solve the specific pain points of consumers, and to help the brand enter the cognition of the target customer group, and become the first choice in the hearts of consumers. This leads to purchasing behavior.

At the same time, the brand should also pay attention to the creation of sound media matrix, use warm sound to open up all-scenario channels such as commuting, home and study, and integrate high-quality and reliable "diverse media integration products + diversified distribution platforms" Spread the matrix to achieve "one voice, deeply rooted in the hearts of the people".

3. Pay attention to the registration and protection of sound trademarks

After confirming the brand sound system, registering and protecting the sound trademark is an effective way to maintain the brand reputation and ensure that the brand sound trademark is not infringed, and it should be highly regarded. Under normal circumstances, the application period for a sound trademark is about 12-18 months. The common process is:

Application for proposal→Search and Evaluation→Application for Registration→Explanation and Amendment→Rejection/Partial Rejection→Reexamination and Prosecution→Preliminary Announcement→Objection→Reexamination, Prosecution→Registration Announcement

As a carrier with both "depth" and "connotation", its application is difficult - the brand voice that can be used as a "trademark" needs to be distinctive and unique, it must be well known to the public, and it must have a specific direction Sexual voices should trigger consumers' associations with goods or services in the first place.

As a sensory development point for establishing a brand image, auditory marketing has great potential. Pay attention to the construction and dissemination of brand voice, let the voice help the brand to create a distinct image, spread the unique brand culture, and arouse the emotional resonance of consumers, which is worthy of the attention and practice of advertising practitioners.