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What does your brand sound like?

You don’t know do you? Well silence doesn’t make for a memorable or engaging sound that’s for sure. At a recent event at the ITN studios in London,...

You don’t know do you? Well silence doesn’t make for a memorable or engaging sound that’s for sure. At a recent event at the ITN studios in London, ITN Production’s brand director, Marc Ortmans, talked delegates through video brand guidelines. Unsurprisingly hardly anyone had on screen brand guidelines and taking it a step further, Ortmans asked if anyone knew what their brand sounded like?

Before you write this off as being ridiculous, do you know what Intel sounds like? Of course you do, its various global offices have made videos of employees being fired out of cannons headfirst into giant chimes to re-create the iconic bings. Do you know what McDonald’s sounds like? Of course you do, when I say “bada ba ba baaaaaa” you involuntarily say, “I’m loving it.”

When you transfer your brand to the screen, like many of you did last year and will continue to do so this year, you should be thinking more like a video production editor rather than a marketer with an iPhone.

Nick Lawrence, head of broadcast and editorial strategies at Waggener Edstrom, told B2B Marketing conference delegates good grammar isn’t just for written content, good video grammar is essential for audience engagement. In the January issue’s predictions feature you were told video will need to have a more professional feel in 2013. And associating your brand with a sound, while it seems novel, will increase brand recognition and achieve brand stand-out as more videos appear on YouTube.

This all this points to the fact that video is growing up and marketers’ attitudes towards it need to match that development. It’s definitely still a medium to have some fun with, but that fun now needs a little more thought.