If you Google search, “The Value of a Logo” you will receive 767,000,000 results. Literally, millions of articles are written about the worth of a logo. However, most of these articles are based on the traditional definition of logo – a symbol or small design adopted by an organization to identify its products. While logos are traditionally visual, modern day brands are not so simple.
According to Martin Lindstrom, author of Brand Sense – Build Powerful Brands through Touch, Taste, Smell, Sight and Sound, the most memorable brands engage all five senses. Lindstrom cites an example in which all five sensory experiences are meticulously controlled by an airline to achieve the ultimate synergistic brand. While engaging all five senses of the consumer is ideal, it is often excessive or too expensive. Still, each additional sense employed strengthens the branding message.
So what does this mean in a digital world where it is impossible to trigger three out of the five senses? It means that digital brands must use the two senses available. In addition to the visual logo, an effective digital campaign uses branded music and an audio logo.
A recent study demonstrated that ads with music that ‘fits’ the brand are 96% more likely to be remembered than ads with ‘non-fit’ music. The same study showed that when viewing ads with music that ‘fit’, people were twice as likely to purchase the advertised product. Clearly, the right music choice can make or break an ad campaign.
Audio logos play a different role. Instead of reinforcing an advertising message like music does, audio logos are meant to enhance brand recognition. Powerful audio logos worm into our brains and stick. Do any of these ring a bell? (…the last one).
NBC – Three tone chimes
Statefarm – “We are farmers! Bum ba dum…”
Intel – “Bum, bum, bum, bum”
McDonalds – “I’m lovin’ it!”
Taco Bell – Low tone bell
I apologize for getting any of these stuck in your head, but I think you get the point. Every brand has a audio identity. By strategically making use of visual and audio logos, your digital brand becomes more memorable against the ocean of competitors.