Learn about how you can implement music into your business to build a strong brand that engages your audience. This SlideShare presentation will show you key research findings on using sound in your business and how you can start using it to bring more sales, loyal customers and profits to your company. You'll also find out the 5 attributes that all great audio brands have so that you can start putting them into action in your business.

1. EXPRESS YOUR BRAND
BUILDING STRONG BRANDS USING THE
EMOTIONAL POWER OF SOUND
BY: JORDAN STEVENS
CHIEF NOISEMAKER AT TREBRAND

2. POWER OF SOUND

3. POWER OF SOUND
“Marketers who fail to understand
the power of music will simply be
left behind.”
Mary Dillon,
Former Chief Marketing Officer of McDonald’s

4. POWER OF SOUND
Sound travels faster than a
speeding bullet and is processed
quicker than light.
It’s the most efficient sense we
have.

5. POWER OF SOUND
It’s a primal sense and something
we can’t shut off.
I dare you to try it!

7. PSYCHOLOGY OF SOUND

9. Who is Buying?
French or German
A study by North and Hargreaves showed
that consumers are five times more likely
to buy French wine when French music is
played1. Ditto for the German wine.

11. Run for the Door
Or not
The speed that music plays is generally the
speed that we move. Slow music will keep
people in your store longer, which means
more money in the till2.

13. Memorable Ads
Do you have one?
A study by Oaks and North revealed that with
the right music tempo listeners
remembered 21% more about the offer
and the company being advertised3.

14. Tasty Food
It’s all in the name
According to Professor Charles Spence, there
is an association between taste and food
dish names4. This means, matching your
product name to the values you want to
express is vital.

15. Another One for Your Taste Buds
The secret behind airplane food
Research by Woods discovered that high
levels of white noise, aka static, can cause
our taste perception to go bland5. Experts
say that this is one reason airline food
tastes so poorly.

17. MATCHING SENSES
Sound and scent, a super team!
A study by Mattila and Wirtz showed that
when arousal levels of ambient scent and
background music matched, consumers’
had a better shopping experience and
increased approach behaviours6.

18. SOUND ADVICE

20. WHAT IS AUDIO BRANDING?
Experience and Connection
It is a research based method that is founded
on improving user experiences and
emotionally connecting consumers to a
brand. Audio branding is the strategic use
of sound within a business.

21. GREAT AUDIO BRANDS
Creating a great audio brand
All great audio brands must have the
following attributes in order to be an asset to
your brand.

22. GREAT AUDIO BRANDS
Recognize
Your sound should be easy to recognize in a
sea of noise.

23. GREAT AUDIO BRANDS
Distinct
You need to stand out to be heard.

25. GREAT AUDIO BRANDS
Memorable
Recognizing your sound is one thing, you also
need to be remembered in order to build
brand equity.

26. GREAT AUDIO BRANDS
Congruent
When sound fits a brand consumers are more
likely to affiliate with that brand.

27. GREAT AUDIO BRANDS
Ownership
Owning the exclusive rights to the sounds
you use allows you to build brand equity and
not have it poached by a competitor.

29. ABOUT TREBRAND

30. WHAT IS TREBRAND?
Business and Art
Pronounced Tray-Brand, it’s a mashup of the
words treble and brand. We help
marketers implement strategies for using
music and sound in a way that builds
brand equity.

31. BRAND OR AGENCY?
Both
We provide a collaborative partnership
between brands and their agency,
ensuring that every communication is
aligned with the core values of your brand.

32. STRATEGIES FOR SUCCESS
Three Steps
1. Brand Exploration
2. Build Creative Solutions
3. Analyze Audience-Focused Feedback

33. WHAT IS TREBRAND?
In The End
We provide Sound Advice for all of our clients
whether we are creating a complete audio
brand or a simple audio logo.

34. Get in touch with Jordan:
In Toronto: 647.247.2103
Toll Free: 1.877.787.8803
Email: Jordan@trebrand.com
Web: http://trebrand.com
QUESTIONS AND ANSWERS
For more Sound Advice and to download your
FREE report called:
“What every marketer needs to know about
audio branding”
visit us at trebrand.com

35. REFERENCES
1The
influence of in-store music on wine selections, Journal of Applied Psychology, 84(2), 271–276
of background music on consumer’s behavior: a field experiment in a open-air market,
European Journal of Scientific Research, 16(2), 268–272
3The impact of background musical tempo and timbre congruity upon ad content recall and
affective response, Applied Cognitive Psychology, 20(2006), 505–520
4’The sweet taste of Maluma’: Crossmodal associations between taste and words, Jchemical
Perception, 5(2012), 266–273
5Effect of background noise on food perception, Food Quality and Preference, 22(1), 42-47
6Congruency of scent and music as a driver of in-store evaluations and behavior, Journal of
Retailing, 77(2001), 273-289
2Effect