The Best Audio Brands Index is specifically designed to identify strong and weak audio performers, determine any missed strategic opportunities and produce actionable solutions to boost a brand’s audio value and return on investment.
Based on our experience, we have identified five key pillars that comprise a sonic brand identity. These pillars cover different aspects of brand management, from brand relationship quality, to consumer-based brand equity, to brand experience.
A perfect audio brand scores highly across all pillars by using dedicated audio brand assets derived from a bespoke SOUND DNA. Such a brand serves as the benchmark for our Best Audio Brand Index.
Trust = Consistency + Time.
The consistent use of recognisable sound assets builds trust and ensures a connected brand experience across all audible touchpoints. A sonic identity contributes to brand equity by building strong emotional relationships, which in turn drive long-term customer loyalty and value.
Stock music does not incentivise consumers to bond with a brand. Uniqueness, authenticity, and relevance do.
When a brand has a sonic identity with these three traits, and uses recurring sonic assets created by real musicians, it’s much easier for consumers to connect with a brand on a deeper level and create their own brand community with a sense of belonging.
Consistent and unique sonic assets are essential if you want your brand to be recognised across every audible touchpoint. This means going beyond a static “sound logo”, and instead leveraging core sonic elements within a bespoke SOUND DNA. These core elements can be used across several environments to create a holistic and consistent sonic identity; from soundtracks to advertisements, to product sounds to hold music for the customer helpline.
To create an excellent customer experience across all audible touchpoints, brands must ensure they are producing audio assets of a high quality.
If the brand gets this right, audio is able to impact customers on a profound emotional level – boosting long-term brand equity and consideration on the path to purchase.
Return on Investment
This pillar takes into account how satisfied a customer is with the brand’s use of music.
The final, sixth pillar, is return on investment. What does a brand gain for the money spent on audio assets? Can a shift in strategy streamline spend, whilst boosting brand equity?
We estimate the ROI of every dollar spent on music and sound for audio-visual content on digital and TV. This is then measured against our benchmark of a brand that owns their sonic identity and uses unique and reusable sound assets strategically across all audible touchpoints.