The 5-step primer for fixing brand dissonance
New year, new traction. Budgets may have tanked in the last year, but that doesn't mean we should be standing still, ignoring the fine-tuning and maintenance that's required to maintain strong brands.
I've talked with a number of companies that feel stuck—stuck to do anything other than maintain status quo in all aspects of the business. And that's simply not necessary. It doesn't cost much to spot a problem and understand how to fix it.
At Sonic ID we focus exclusively on the intersection of brands and sound. So I've compiled a quick list of five simple, decidedly easy options for improving the performance of your brand by exploring your costs and returns on music and sound, and how to boost the value of those investments in your brand. Comments/additional ideas welcome.
1. Embrace the bottom line. Times are tight, and budgets are, too. Every last dollar in your CMO’s control is under the microscope: brand positioning, brand programs, traditional advertising, online media, guerilla marketing and so on. With most companies, however, there’s an elephant in the room regarding the dollars spent on music and sound across those touchpoints. People are hearing your brand on television, on the phone, on the web and at events, and what they’re hearing directly affects their perceptions about your company. What’s the cost of reaching those ears? If you don’t know, you should. Ask your peers, internal departments and agency partners. The sooner you can define that bottom line, the sooner you can make informed decisions about future spending.
2. Assess performance. Once you’ve quantified your budgets, you can measure effectiveness. As with all brand-level funds, these should be performing as investments—not throwaway costs. Think NBC, Intel or Nokia; does the sound of your company articulate your core values and attributes, or are you just making a lot of dispensable noise? Music and sound affects what we think, say, feel, do...and buy. It should benefit your brand. Now’s a good time to listen to the brand across your mediascape to see what it says about your company.
3. Take a snapshot. Assessing brand perceptions through the lens of music and sound can take time, especially if it’s a competitive review. But for powerful easy-bake results, a ‘sonic snapshot’ of your company can be conducted from your desktop. Using the web it’s relatively easy to find commercials, events, webcasts, podcasts, demos and other sonic evidence of your brand in the wild. What to look for: does your brand sound consistent, or chaotic? Unique or generic? Flexible or staid? Collect, compile and assess.
4. Harness the power of quick wins. A revision to your company’s visual identity can affect hundreds of touchpoints and cost millions. Sonic identities are no different—the process of seeding, growing and strengthening perceptions takes work. There are, however, some simple fixes you can put to work right away: the music and sound deployed in your call center, online media and networked technology (computers, iPhones, mobiles, ringtones) are relatively inexpensive and easy to update, versus the extensive effort required to spread the sound of your brand across your next few tv campaigns. Identify your low-hanging fruit opportunities and move on them.
5. Don’t wait to plan for the future. Now’s the time to think long term; what does your brand sound like, where should this live, and how should it evolve for maximum brand value? Yes, the economy sucks, but nothing lasts forever. Someday those budgets will free up, and when they do, you’ll be the one who approached the Powers That Be in your organization and said: “I’ve spotted a problem—we’ve been spending $x per year across the enterprise on this with dubious results. I can solve the problem and improve the performance of our investments. Here’s how.” When budgets open up, it’s better to be prepared than not.
-- Noel Franus
