There’s nothing like a familiar sound to bring you back and connect you with something.

The other day I heard a wood pigeon coo-cooing somewhere in the estate where I live. It’s not a very familiar sound to me now, but back when I was a kid doing my homework in the bedroom that looked out onto the back garden of my childhood home, it was a very familiar sound. It instantly reconnected me to my past in an unexpected and not unpleasant way.

Sound and the hearing part of our senses have of course always been very important to a brand. We can all remember signature tunes from our favourite shows, programmes and global brands. A few examples: the 4-note signature of the UK’s Channel 4, the 5-note signature of the McDonalds ‘I’m loving it’ campaign, and the ‘Holidays are coming’ refrain from Coca-Cola for around this time of year.

Sounds are a key thread of how we identify with a brand and of the overall brand experience, along with the sights, touches, tastes and smells of the things we like to use or consume. They evoke an instant feeling and connection.

Advertisements