Research has shown that effective communication involves 50 per cent visual elements and 50 per cent aural elements. Yet our own research shows that less than five per cent of companies correctly optimise their marketing communications activity for effective use of voice, music and other sounds.
The aural side particularly speech can be critical to good client relations in a B2B context, since audio (in the form of podcasts, for example) conveys much more effectively the status-sensitive, professional-to-professional nuances that text and graphics have difficulty in signalling. That is, if you get it right of course!
Before achieving best practice audio standards, it’s important to be aware of your company’s existing audio environment. Sound Strategies usually asks a sampling of personnel across a company to conduct a personal ‘sonic audit’ of their day-to-day soundscape. That means simply being aware of sound in all its operational contexts and crucially thinking carefully about its presence.
It’s easy to get used to intrusive, poor quality or inappropriate soundtracks our hearing is designed to filter out unwanted sounds very quickly since we can’t close our ears like we close our eyes or look away. Sonic audits are designed to re-sensitise staff to the presence wanted or otherwise of sound and music in the workplace and in all communication and marketing channels.
Once you have started to listen again, ask yourself the following questions:
How do you currently use sound to amplify your brand positioning?
What is its context and purpose?
If you do use audio, at what point of the design process does it start to kick in? As with Cinderella, sound needs to be moved out of the kitchen and go to the ball with her two sisters, copy and design. Don’t leave it as an afterthought
Do you maintain the same production values and processes of evaluation as you would with your visual identity?
Are you consistent in the type of sounds/music you use across your communications platforms?
Does the music at your conference synergise with that on your website?
Do your company’s telephone voices and manners reflect the status of your product and company?
To complement the visual image of the company you should apply the same production values. Make the audio selection a part of your positioning process not an add-on. Don’t be seduced by cheap off-the-shelf solutions that will ultimately make you appear commonplace. Check to see that you maintain differentiation with your competitors; we have found many instances where companies use remarkably similar sound tracks.
Think strategically and select audio samples that will stand the test of time and build a lasting association (think of the British Airways commercials). Live with your proposed audio selection for a time before making the final decision, and test it in a number of different situations.
Refrain from using sounds that are intrusive whether in dynamic level (too loud or too quiet), in its application, or in its quality of reproduction. Check that you use consistent sound levels across your website. Don’t ‘ambush’ your visitors with unexpected bursts of audio content, and remember that too much musical backing behind detailed spoken information reduces the memorability of the information.
In order to create a business-like and inviting atmosphere around the company’s presence at its premises, conferences, trade fairs, on the web or on other media, you should first think of the context in which it is being used and the message your clients want to hear, and be cautious that your own musical persuasions are not overly influential.
Appropriate use of sound on websites influences the dwell-time of users. We say that appearance is everything, but that also applies to sound. Although we may not always be able to explain why, poorly chosen or controlled sound can have the same effect as a stain on a shirt front.
The sonic presence of your company: audio logos, jingles, signature tunes and other signals which can appear across the whole range of marketing platforms, including the Internet, TV, trade fairs and video commercials.
Occasional and background music: used for enhancing the mood. Again across the entire range of platforms, but unlike ‘sonic idents’ it is more likely to be chosen to fit the occasion rather than as a stable element of the product image.
Speech: this includes accent, clarity, tone, use of language and awareness of the audience, whether a single person on the other end of the telephone or several hundred delegates at a conference.
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