Through the years, the importance of sound and music has increased. People are learning more and more that sounds create associations within each individual, and creating a sound for your brand is very important. It can evoke a positive message to your customer base and simultaneously expose your organization to millions of people. One of the most popular tunes ever created is the Nokia tune. The tune is heard worldwide an estimated 1.8 billion times per day, about 20,000 times per second. And it cost them absolutely nothing.
In order to achieve a significant impact like that, one must follow the Four Golden Rules for Commercial Sound:
1. Make it Congruent
Make sure your sound is pointing in the same direction as your visual communication. Doing so increases your impact by over 1100%. If your sound is not, you end up reducing the impact by 86%. This results in an order of magnitude that goes up or down. This is important to note when choosing a brand sound.
2. Make it Appropriate
Ensure that your sound is appropriate for the potential consumer, organization, employees, and anyone else that will associate this sound with your product/business. This is self-explanatory and is a factor in how people perceive your organization.
3. Make it Valuable
Give people something with the sound. Don’t just bombard people with stuff. Give them a reason to actually remember the tune.
4. Test and Test Again
Sound is one of the most complex nuances in the world. There are many countervailing influences that can affect the message. Make sure that the sound you have represents what you stand for and conveys the right association you want to create between you and your potential consumers.