An interesting two-part series (here’s part two) over at the AIGA web site explores the practice of audio branding and identity — ”the intentional use of music, sound and voice to create a connection between people and organizations.” Says the author:
Well-designed, behavior-based audio branding is a critical part of the experience that we have with everyday products and environments–from computers to cell phones, from ATMs to busy public spaces. If not carefully orchestrated, then unfettered sound becomes irrelevant clutter in the mind of consumers.
If you stop to consider the thousands of sounds your audiences experience when connecting to your organization (on-hold music, recorded voice messages, ambient music, street sounds, the acoustic qualities of the lobby or venue, the tone and tenor of your front-of-house or customer service staff, the sound of your entry or interior doors, the hushed or hectic social conversations, not to mention the sounds of the event, itself), there are likely thousands of little tweaks that could add up to a big difference, and a more compelling experience.
So be quiet and still for a moment (now or during your next event), and listen.
Want to listen to some well-known sounds that function as trademarks? http://www.uspto.gov/go/kids/kidsound.html