Ensuring your sonic brand is perfectly matched to your brand personality
SoundOut BrandMatch is a powerful solution enabling brands to quantitatively benchmark the personality of their brand against the actual consumer perception of the brand personality communicated by sound, voice, messaging or marketing.
As with human relationships, the strength of a consumer’s emotional relationship with a brand is based on the resonance with, and respect for, a consistent brand personality. To build and retain brand equity it has never been more critical that sonic branding to be consistent in that relationship. Brands must ensure that every campaign, commercial, soundtrack, voiceover and digital asset underpins and reinforces those emotional brand values.
BrandMatch enables you to accurately measure the personality associated with any piece of sound media, be it a song, a video, a marketing message, a voiceover or imagery – and then demonstrate precisely how close a match it is to your brand – as defined by you.
You define your brand personality benchmark
First the brand, or its partner agency, ‘defines’ the brand personality via a simple yet powerful online tool. Next, we ask several hundred individuals in our panel to do the same, on a piece of media content the brand is considering using. The resultant outputs are passed through a number of proprietary algorithms and the output reveals the closeness of personality match – and identifies where and why there is misalignment, either generally or by any desired demographic.
The process for understanding consumer perception of your brand DNA takes around 24 hours and is fully automated via the SoundOut platform.
The science behind BrandMatch
BrandMatch is underpinned by rigorous academic methodologies (Asmus 1989/Aaker 1997/Müllensiefen 2014), re-engineered via machine learning technologies and now fully automated within the SoundOut panel platform.
The calibration process we used was based on that developed by Jennifer Aaker when she constructed her Dimensions of Brand Personality framework in 1997 – except we ran this on audio assets and audio traits rather than brand assets and brand traits.
Our SoundOut panel platform was used to collect over 5,000,000 inputs from 500,000+ consumers on 212 personality attributes applied to hundreds of music assets. We then mapped all the complex matrix correlations between every attribute tested in the context of music and emotions. We then used advanced data science techniques to identify the 14 adjectives that statistically captured over 95% of the emotional variance of the 212 attribute set.
The process also calculated the appropriate weighting for each word. These 14 personality attributes were then statistically grouped into 6 distinct ‘components’.
The result is a uniquely powerful quantitative tool that is now being widely used by leading branding agencies and FMCG businesses. As a result clients can launch campaigns in the confidence that the music being used is aligned with their core brand personality/positioning and that the ROI will meet or exceed internal targets.
Don’t risk being subjective – identify the strength of your BrandMatch
As a result of the rigorous science and in-depth testing, clients such as Amazon, eBay and GSK have access to a sophisticated yet simple to use visual tool, that ensures the creative process stays true to the brand. This testing is used to test how well any music asset matches the core brand personality. By using BrandMatch you will remove the risk of subjectivity from the process and be certain that whatever sounds you create are true to your brand DNA.
To find out how to get a perfect BrandMatch for your sonic branding assets, contact us today
To find out more, listen to our webinar in partnership with Brandingmag:
Learn how to make the most of sonic branding in an open discussion between four internationally recognized experts