From Frank Lloyd Wright’s organic architecture to the sticky burrs that inspired Velcro, nature has often played a role in creative design, so what can the natural world teach us about brand recognition through the creative use of sound? Let’s take a look at one of nature’s best musicians who has a knack for sonic branding – the bird…
A male bird’s song may sound like a simple melody to the casual human listener. But to a female bird, this song acts as a revealing personal profile. Just a few notes will disclose a wealth of information concerning his mental health, testosterone levels, diseases carried, etc. Unlike a guitar-strumming human singer who easily melts the hearts of his groupies, a male bird undergoes intense scrutiny when singing to a potential mate. If a bird’s song misses the mark, it’s a reflection on his character, and the female will fly off to try her luck with another singer. On the other hand, if his performance meets her expectations for a suitable partner, he has won her heart and her trust.
Like a bird’s personally revealing song, quite a bit is divulged about a company through the music and sounds they chose to represent their brand. This means a brand’s sound choices may be a liability or an asset when trying to win the hearts of consumers. If a brand’s sound is not consistent across all marketing campaigns, or inconsistent with the company’s image, the consumer will likely question the brand’s credibility and “fly away” to the next product. On the other hand, with the right music supervision (a service provided by dedicated sound consultants), a consistent and well-crafted sound can strengthen any brand.
In addition to a consistent sound, both birds and brands need a distinctive sound to set them apart from their respective competitors. Read on…
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