Personally: I live in Amsterdam, and our studios and offices are located near the central station. Our agency works on local and international cases.
In my opinion, projects that take cultural differences influenced by geography, history, and religion into account are exciting. It can be very challenging to create an audio and voice branding strategy for a Brand that’s communicating with a large, diverse group of people. Challenging but realistic and effective as long as you don’t aim for a mass.
The game is about consumer expectations and building deeper emotional relationships.
The price is being chosen. Today’s consumers are conscientious about choosing only what they like. People decide quickly whether they’re interested or not. If not, they’re likely to move on quicker and don’t connect with your Brand, or pay attention to your story at all.
Your story and individual messages must be relevant and spot on to engage your audience. Your brand strategy, including your audio and voice branding strategy, should be consistent and holistic.
Don’t get me wrong though. I’m not saying your Brand should use for example only; one brand voice or the same jingle all the time. I believe that personalization and timing are key, but the emotions you evoke and the way your Brand is being perceived through sound should be consistent and holistic.
So consistency is key when it comes to strategy execution; the actual implementation of your strategic plan. And you want to make sure to include specific usage guidelines for each audio enabled consumer touch point where brand influence takes place.
Audio branding should be intuitive, functional, and easy to understand. It should never be obtrusive, distracting, or annoying.
Sounds easy right? But most of the time, it’s not as simple as it seems because it’s not always about the actual sound of your auditory Brand assets that isn’t working. Sometimes it has to do with the implementation of your auditory Brand assets that causes problems.