Sound That Sells – Hit the Right Note for Your Brand

Stan

Welcome to 'Sound That Sells – Hit the Right Note for Your Brand!' I’m Stan, your music maestro and branding expert, and joining me today is the amazing Emily Harper. We’re going to explore how music and sound can elevate a brand’s identity and make it truly unforgettable. So, Emily, how are you today?

Emily

Hi Stan! I’m fantastic, thanks for having me. I’m really excited to dive into this topic. So, let's start with the basics. How can music tracks or audio logos help popularize a brand?

Stan

Great question, Emily. Music has this incredible ability to connect with us on an emotional level. It doesn’t just stay in our ears – it lingers in our hearts. A memorable melody can differentiate a brand, make it relatable, and build trust. Take McDonald’s with 'I’m Lovin’ It.' The second you hear those three words, the melody pops into your head. That’s branding genius. Or Intel’s iconic five-note chime – it’s so recognizable that you don’t even need to see the logo. It’s the sound that sells. What do you think makes these examples so effective?

Emily

Hmm, I think it’s the simplicity and the emotional resonance. They’re short, catchy, and they evoke a positive feeling. Do you have any other examples where music helped brands achieve remarkable success?

Stan

Absolutely. KitKat’s 'Give Me a Break' is not just a jingle – it’s a piece of pop culture. It’s been around since 1986 and still feels fresh. Maybelline’s 'Maybe she’s born with it, maybe it’s Maybelline' gave beauty a catchy anthem. And then there’s Coca-Cola’s 'Taste the Feeling,' which connects people globally with joy and refreshment. Music turns brands into experiences. It’s not just advertising – it’s a relationship between the company and its audience. What do you think about the impact of these jingles on consumer behavior?

Emily

I think they create a strong emotional bond. When you hear those jingles, you immediately associate them with the brand, and it often brings back positive memories. It’s like a trigger for nostalgia and happiness. Speaking of which, why do you think audio advertising is particularly beneficial for smaller businesses?

Stan

Oh, where do I start? For one, it’s budget-friendly. Producing a catchy audio ad is way cheaper than creating a video. Plus, audio is versatile – you can fit it into a 10-second slot on the radio, which makes it affordable to broadcast repeatedly. Let’s say you’re a local bakery. A sweet little jingle playing on the radio can have customers humming it as they walk in to buy their favorite pastry. The cost is small, but the impact? Huge. Have you ever noticed a local business using audio advertising effectively?

Emily

Umm, yeah, actually. There’s a small ice cream shop in my neighborhood that has a really catchy jingle. Every time I hear it, I get an urge to stop by and grab a cone. It’s amazing how a simple jingle can create such a strong response. What kind of audience can companies win over with music?

Stan

Well, music appeals to everyone, but if I had to highlight one group, it would be kids. Imagine a child walking into a toy store and hearing a playful, upbeat song about the latest toy collection. Or watching an animated commercial with a catchy jingle. That creates brand loyalty from a young age. Take Hot Wheels commercials – they paired exciting visuals with energetic music, and kids couldn’t resist. Or think about Disney Channel – their songs created fans for life. And of course, adults aren’t immune either. A soulful piano melody or upbeat rhythm can captivate older audiences, too. Music’s versatility is its superpower. Do you have any personal experiences with music in advertising that stand out?

Emily

Hmm, I remember a commercial for a car brand that used a really emotional song. It was an older song, but the lyrics were about new beginnings and adventure. It made the commercial feel like a journey, and I ended up remembering the brand for a long time. It’s fascinating how music can create such a lasting impression. Can you tell us about your personal experience creating music for brands?

Stan

Oh, I’ve been fortunate to work with amazing clients worldwide. For instance, I created music for a Canadian academic institution that needed something uplifting yet scholarly. A French yoga studio hired me for serene, meditative tunes. And then there was an American luxury fashion salon that wanted pure sophistication. What’s most rewarding is the feedback. I’ve received heartfelt thank-you letters from these clients, which is the best recognition I could ask for. What do you think about the role of creativity in audio branding?

Emily

I think creativity is absolutely essential. It’s what sets a brand apart and makes it memorable. But with the rise of AI in music composition, some people might wonder if technology can replace human creativity. What’s your take on that, Stan?

Stan

That always makes me chuckle, Emily. It’s like saying, 'A computer wrote the code' or 'A paintbrush made the masterpiece.' Sure, I use tools like audio2score to enhance my work, but the creativity? That’s all me. I’ve been writing songs since I was eight years old, and I studied music in school. Technology is my assistant, not the artist. It helps me refine my craft, but the passion and originality come from within. What do you think about the balance between technology and human creativity in music?

Emily

I totally agree. Technology is a tool, not a replacement. It’s like having a better paintbrush – it helps you create better art, but the artist is still you. Speaking of the future, what trends do you see emerging in audio branding?

Stan

Great question! I see a lot of companies focusing on personalization. Using data to create music that resonates with specific audience segments. Also, there’s a growing interest in immersive audio experiences, like 3D sound and spatial audio, which can create a more engaging and memorable experience. And of course, sustainability is becoming a key factor, with brands using music to convey their commitment to environmental and social issues. What do you think about these trends?

Emily

I think they’re all really exciting. Personalization can make a brand feel more relevant and connected to its audience, and immersive audio can create a truly unique experience. It’s fascinating to see how music can be used to convey a brand’s values and story. Before we wrap up, can you share where potential clients can reach you, Stan?

Stan

Absolutely, Emily. If you’re ready to give your brand a voice, feel free to send me an email. Let’s work together to create something unforgettable. You can also find my work on my YouTube channel, where I’ve uploaded songs I created for Himalaya and other international campaigns. And don’t forget to check out some delightful jingles I made for children – it’s all about creating music that resonates. Thanks for tuning in, everyone!

Emily

This has been such an insightful conversation, Stan. Thanks for your time and expertise. To all our listeners – stay tuned for more inspiring conversations, and remember, sound sells! Take care, and we’ll see you next time.