The sound of your brand can be heard before guests or customers even have a physical interaction with you.
So what does your brand sound like? What is it communicating?
There are a lot of aspects and elements that sound off to your audience — from actual audio associated with your brand to what your online marketing communicates. Together, these physical and non-physical elements work in harmony (see what we did there?) to engage the senses so personal connections can be built between you and your guests or customers.
Physical
Some of the most straightforward physical elements to consider for sound are things like your brand name and the music or audio you play on the property. When a potential guest or customer hears of your brand or brand name, they should immediately have an idea of what you offer to build a connection to who you are. Your choice in music or soundscape is a powerful tool to reinforce your brand and establish the vibe you want to create in your lobby, restaurant, spa, or even your commercials or advertising.
But beyond those aspects, the characteristics that most embody sound are portrayed in the language, voice, and tone of your brand. Instilling intentionality in the details of your terminology, the tone of your welcome, the writing in your social media captions, all work together to immerse guests and customers in the experience of your brand. Language creates culture. What is the culture and atmosphere you want your brand to echo?
Non-Physical
Presenting consistency across your marketing platforms and efforts is perhaps the strongest way to illustrate your brand’s voice in non-physical formats. The experience someone has talking to a team member at your front desk should mirror the experience of reading an email because of the tone and voice that can be heard in the writing. Because so much of our interactions happen online, people have learned to pick up on a brand’s sound through their emails, social media, and website. If your tone online is off-putting, or if it is completely different from your in person customer service, guests will notice.
Aligning your in-person culture and your online presence fosters trust and familiarity in your brand that not only enhances loyalty but creates a deeper connection. Animating your brand with the sense of sound provides you with opportunities to go deeper with your brand.
