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So you’ve set yourself a New Year’s resolution…

So, you’ve set yourself a New Year’s resolution… That’s great, but how do you turn this expressed desire into a real, lasting improvement? The evidence for successful adoption of New Year’s resolutions isn’t encouraging. According to Forbes overall success is about 8%. However, before we abandon any hope of self-improvement let’s look at ways we can change our habits. Erasmus wisely said that “A nail is driven out by another nail; habit is overcome by habit.” This view is supported by our increasing knowledge in neuroscience.

Why we form habits

We form habits, essentially, to save precious energy. The brain consumes energy at 10 times the rate of the rest of the body per gram of tissue. Even at rest it uses around 20% of the total consumed energy of the human body. So, anything that automates processes and reduces that demand is of great evolutionary benefit. Habits are about short cuts. The more often we repeat them the more likely it is that we will do it the next time without even thinking about it. They are automated processes that, with each repetition, are wired further into our neurones. So how do we form good habits?

  • Step 1:  Understand what triggers your current habits. To change a habit, you first need to recognise what triggers that response? Does receiving a deadline for a major project trigger immediate procrastination?
  • Step 2:  Decide which behaviours you would like to become your new habit. For example, would you like to replace the procrastination with an immediate period of outline planning? Be very specific.
  • Step 3:  Decide how you are going to reward yourself for each successful deployment of your new behaviour. Rewards are important. The establishment of habit is closely linked to dopamine reward, which is often how we get into bad habits. Problem gambling is strongly linked to this mechanism. Augmenting the brain’s reward system helps establish the new habit.

So, try this. Imagine you’ve received a deadline. You’ve immediately done some rough planning and role allocation. Try going out and getting a coffee or having a 5-minute walk… or something else simple that you enjoy doing. Repeated often enough, your brain will rewire your neurones to create a new habit to replace the old one, giving you the best chance to be one of the 8% who succeed over time. Good luck!

Is your brand a few bars short of a symphony?

How music and sound can help to capture the hearts of more customers

Is your brand fit for the fight? Of course it is.

I bet your mission, vision and values are all nailed, glued and velcroed down and that your brand promise will never ever be broken. I’m equally sure that key tints of the colour palette are in place, there’s a crystal-clear tone of voice and an x-height demilitarised zone around the logo. (I’m guessing it sits in a corner and is never reversed out of a full-colour image. Right?)

All good so far. But can you describe to yourself, your colleagues and your customers what your brand actually sounds like?

If not, why?

Visual consistency and tonally-compliant writing are your table stakes – critical yet necessary.

However, marketers looking to make meaningful connections know that well-developed sonic attributes can help their brand perform at its brilliant best.

 

Beethoven’s Dopamine Symphony

The last two decades have given us endless sonic brand triggers and a plethora of brand sound designs wide enough to make Phil Spektor’s wig spin.

But research has proven that hearing songs that we like triggers a dopamine release. And, as we all know, dopamine = pleasure. But, interestingly, even the anticipation of hearing likeable songs, or upcoming parts of songs, is enough to release dopamine in some people.

Beethoven, it’s reckoned, used anticipation expertly in many of his scores. He would define the tonic chord (look it up, don’t guess or assume), then never actually play complete versions of the tonic until the very end…finally fulfilling audiences’ expectation and letting loose a commensurate deluge of dopamine in the run-up.

Clever huh?

Now, imagine a pleasurable song happened to be your brand’s sound. All of a sudden, you’re engaging with customers on a very different, multi-sensory level. You’re making them happy. They want to hear from you. They feel positive about your brand. So they’re more likely to tell others. What’s not to like?

 

Bespoke means a better ROI

Music is beautifully abstract, yet very powerful. It’s pure escapism, guiding emotions effortlessly through major and minor tones. And it’s memorable. Why else would we claim to suffer from ‘earworms’ or use phrases like “the soundtrack of my life/year/day”?

In practical terms, music and sound can make a congress experience more memorable; they can help an edetail or other face-to-face sales piece create a more vivid experience by supporting the tone of the piece as the story develops.

So it’s amazing that marketers still randomly dive into the stock sound vault only to emerge with an unstructured cacophony which does nothing to enhance their brand. You’ll get a much better return from commissioning you’re a bespoke, tailored and unique piece of work for your brand.

There’s also the added advantage that pure sonic assets are excused the rigorous scrutiny of our friends in legal and regulatory.

 

Four watch-outs when creating sonic branding

With this in mind, creating the right sonic landscape for your brand could be the best commercial commitment you make this year. But it’s wise to beware the pitfalls. Wary treading is essential, as is the need to follow these recommendations:

  1. Commit to making sound an integral part of your brand’s architecture and devote concerted energy to getting it absolutely right.
  2. Determine the role(s) that sound will play in your brand’s presence – do you need it to support content, help lead the conversation, introduce innovations?
  3. Think carefully about the character of your brand and decide how best to reflect this in a brief.
  4. Diversify the talent you involve in your brand’s sound creation. Don’t be afraid to mix creatives, planners, colleagues and music professionals.

 

If you need any further help, my Bontempi organ is plugged in and ready to go! You hum it, I’ll play it.