Recently Forbes released a post by their Forbes Coaches Council where successful coaches shared their insights on successful branding for today’s society.
(You can find the original article here – “13 Key Strategies for a Successful Brand in Today’s Society”)
There are many points I completely agree with, but they missed the mark on something vitally important with a brand… something that will make your branding unstoppable and memorable, and completely, 100% YOU!
“A brand is so much more than a logo or its visual elements, and building a strong one is often equal to, if not more important, than the product or service itself.”
YES! Finally others are recognizing and talking about that branding is more than visual, however, they miss an important aspect that I will point out by expanding on three of the 13 points… keep on reading!
Point #2 – Create an Emotional Appeal
“A key way to build a successful brand is to use emotive appeal by creating an association between the product or service and an emotion. When we understand the key desires and struggles of our target market, we can build a brand persona that shows how our product can help our target market achieve their desired state of feeling. Most buying decisions are emotional in nature.”
Thank you so much, Caroline Soldo! We MUST create an emotional experience for our audience. If you don’t, then you won’t be in business for long.
So just HOW do you create an emotional appeal or experience?
Why, through sound and music, of course! In other words, Sound Branding.
What is Sound Branding? Sound Branding is the strategic use of sound as an integral part of any brand identity. It’s becoming a significant way to convey memorable messages to targeted customers, taking advantage of the power memory of sound and it’s way to enhance and provoke deep emotions.
Think of movie soundtracks. The film itself would be dead without the carefully composed and orchestrated soundtrack. How the music, paired with the visual film, can tug at our hearts, make us laugh uncontrollably, or sit on the edge of our seats in dreaded anticipation. And that’s exactly what sound branding can do for your brand too!
Point #7 – Be Consistent
“A brand is a promise of an experience and is directly connected to trust. If you want to build a successful brand, first be clear on the brand personality. What are the ABC’s: attributes, behaviors and characteristics of the brand? Then ensure that every interaction a client has with the brand infuses those ABC’s into it. Consistency builds trust and solidifies the brand.” – Michelle Tillis Lederman
Music and sound is the perrrfect way to enhance your brand’s personality. You absolutely must consistent with using it too. That’s how the sound becomes memorable and embeds itself in the subconscious and long term memory of your clients; which is exactly what you want!
Point #8 – Understand Branding Is Not About Positioning
“Drop the belief that branding is about positioning. Your brand is the sum total of how people experience you. Experience goes beyond visual identity and marketing messages. Yes, dial in your messaging, but also look for ways to wow people in their encounters with you. See every touch point as an opportunity to uplift your customers and leave them feeling better about themselves, not just your brand.” – Joseph Ranseth
Again, it’s about creating experiences. We are more than what we see; we have four other senses. The most powerful is the sense of sound. Music and sound affects our physical, mental, emotional, and spiritual selves within seconds. Utilizing this strategically in your branding could be a game changer!
As you can see, experts all agree that brands need to do something different, above and beyond the norm, to be successful. Sound Branding hits many of these targets.
Give it a try!
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