Colombia. Sensory marketing is gaining ground and one of the most disruptive trends is audio branding, a strategy that uses the power of sound to strengthen the identity of brands and create emotional connections with consumers. In the competitive environment in which we are living, brands must begin to appeal to new strategies to differentiate themselves in the market.
"Brands are part of our day-to-day lives. Each of them strives to be especially recognizable, solve issues in the daily lives of their consumers and, above all, promote their loyalty," says Eduard García Rosicart, professor at OBS Business School, an institution belonging to Planeta Formación y Universidades, "audio branding is one of those tools that manages to connect in an immediate and profound way, helping brands to become unforgettable."
The power of sound in brand identity
As the expert indicates, audio branding consists of the strategic use of sound elements – such as jingles, distinctive sounds, music or tones of voice – that evoke emotions and build a coherent identity. Just like a visual logo, a distinctive sound can become an iconic element of a brand.
A study carried out by CreditCards.com indicates that three out of four consumers have admitted to having made impulse purchases, where emotional state plays a crucial role. For example, 49% of consumers bought impulsively when they were feeling excited, while other states such as boredom or sadness also led to unplanned purchasing decisions. An example of how sound can be used to create emotional connections is Netflix with its iconic "ta-dum" or McDonald's with its jingle "I'm lovin' it". These brands have proven that an effective sound strategy can leave a lasting mark on consumers' minds.
Colombia and the potential of audio branding
In the Colombian context, where brands seek to differentiate themselves in a market saturated with options, audio branding represents a great opportunity. Rosicart points out that "the strategic use of sound not only improves the customer experience, but also creates emotional connections that build loyalty. In a world where everything communicates, sound can be the bridge to consumers' hearts."
In addition, this strategy is especially relevant in businesses that seek to provide immersive experiences, whether through music in physical stores, sound effects in digital advertising or tones that accompany interactions on technological platforms.
Key Benefits of Audio Branding According to OBS Business School Expert
Creating emotional connections: Sounds generate immediate responses in the brain, evoking emotions that can lead to purchasing decisions.
Differentiation from the competition: Distinctive audio allows a brand to stand out in a noisy market.
Loyalty: Consumers tend to remember and associate sounds with positive experiences.
Improved customer experience: From reducing stress in physical stores to improving brand perception in digital channels.
Inspiring Colombian Examples
In 1993, Café Águila Roja immortalized the commercial of the "coffee granite" with the famous jingle "Let's drink a red wine, let's be friends" and its popular "Christmas Song". Created by Ernesto Díaz and publicists Pedro Chang and Fernando Parra Duque, the character was animated with more than 1500 base drawings, scanned and adapted with the limited technology of the time. In addition to this jingle, the popular Christmas commercial has marked Colombian generations, just by listening to the first verse, nostalgic memories of the holiday season come to mind.
Caracol Radio's iconic Christmas jingle, "New Year's Eve and Caracol Christmas with listeners formulating fervent wishes for peace and prosperity," created in 1955, arose from an idea brought from Mexico by William Gil. The lyrics were written by Jaime Trespalacios, set to music by Manuel J. Bernal and performed by El Trío Primavera. This greeting continues to be a symbol of the holiday season in Colombia.
"Nobody does it like Frisby does", one of the most recognized jingles in Colombia, was created in 1993. Since then, it has accompanied generations without being modified in more than 20 years.
La Fina's jingle, "La Fina, la margarina, la favorita en la mesa y cocina", was created in 1964 by the Cambal trio with lyrics by Jimmy García and interpretation by Yolima Pérez. This ad marked generations and is remembered even in children's recreations.
"Brittany accompanies your best moments", produced by Postobón in the 70s, accompanied the beginning of the newscast at noon with the characteristic sound of a soda being uncovered. This soda was an icon of Colombian television and is still occasionally heard in current programs.
Milo's jingle, "Milo gives you energy, you set the goal", was created in 1970 and has been accompanied by figures such as Paola Turbay and James Rodríguez in their campaigns. With 70 years in Colombia, the brand has promoted sports with tournaments in soccer, basketball and volleyball, consolidating itself as part of breakfast and elevens in the country.
Audio branding is not only for large multinationals; Any business can start implementing listening strategies that reinforce its identity. From choosing music that complements the customer experience to developing jingles or distinctive sounds, the potential is endless.
"Audio branding is one of the most neglected marketing strategies and, of course, you must implement it to create a deep impact with your customers. Although creating a distinctive sound that stays in the minds of users is extremely complex, you can start with small tasks such as selecting a type of tracks to accompany your publications, or if you have a physical business use light music, which makes users feel good during their shopping experience," Rosicart concludes.
