SOUND EXPERIENCES ARE THE FUTURE OF SONIC IDENTITY
As our world continues to search for answers, we have all had to adapt to a pandemic-centric life. New norms have emerged in our lives, including changes for work, hobbies, and relationships. With less available in the physical world these days, people are spending more time online than ever before. We’re talking about buying, selling, working, creating, connecting, playing, and listening to brands. Based on a recent Wunderman Thompson Intelligence report, we learned that 93% of global consumers agree that technology is our future. 76% say their day to day lives depend on technology and 81% think that a brand’s digital presence is as important as its in-store presence. Most certainly, the pandemic has strongly encouraged or… forced us to learn more about technology and become proficient. Most of us know how to use tech to connect with loved ones, shop online, attend virtual events, host Zoom meetings, and so much more. While we ache for more connection in the physical world, our digital practices are here to stay.
Phygital Experiences
Experience suggests that more often than not, brand interactions nowadays are done through a mobile phone, computer, or tablet, leaving us with a unique problem: How can we design captivating in-store experiences that keep up with the efficiency and instant gratification of the digital landscape? This is the quintessence of the new word, “phygital”- the combination of physical and digital interactions that create the ultimate experience. Amazon Fresh and Amazon Go stores are popping up all over the place and virtual musical artists like Luo Tianyi and FN Meka are acquiring millions of fans across the globe. Engineers and designers, along with artificial intelligence are creating spaces where the products are virtual, but the money that’s rolling in, is most definitely not. Our physical world is blurring into a digital world with immersive experiences, as well. We have smart screens in cars and wearable devices that detect our health at any given moment. The phygital world is growing as engaging virtual spaces impact the physical spaces we occupy. The rise of these experiences only amplifies the many ways in which sound is a key motivation in the phygital universe. There is no way that a phygital immersive experience could not be without the power of sound and a sonic landscape.
Building a Sonic Identity
What is sonic identity? In the most basic terms, it is the translation of a visual brand into audio. These days, it is equally as important for brands to be heard as they are seen. Creating and owning a distinct sonic identity is so crucial for both the recognition and distinction of your brand. Consistent brand voices and sonic logos are infinitely effective in reaching and recalling your customers. These sorts of experiences often use AI-driven voice interactions which give a natural conversation interchange between customer and brand. Some of these AI soundscapes are even able to further personalize the exchange based on the customer’s data. A brand’s sonic identity, in a number of different environments, will be less about the single audio use and more about a full system of sounds optimized for a unique user experience, including voice, soundscapes, and music.
It is key to create a strategy that helps decision making on everything from design to execution. You don’t want to just take a prudent approach and run the risk of your sonic identity becoming just noise to your followers. The goal is to create a sonic identity that connects with your followers, and provides a positive recall within them. How does the role of sound play in your company? Work with your team to align your brand’s purpose and intent with your customer's perception. If you need help creating a clear strategy to find your brand’s sonic identity, enlist the aid of an event production company and contact the experts at Wizard Studios today!