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The sensory identity of a company, a business asset

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From the very beginning, companies have sought to stand out through the creation of an identity of their own. This requires the creation of a unique logo, adapted to its business, but also an axis of approach centered on the sensitivity and emotion of the customer to touch while maintaining the identity of the company. With these elements, they are able to communicate with their customers through advertising, a digital presence, via social networks to exchange directly with them, or by creating a website that will allow to discover the brand, its universe, its goods or its services. Companies are now competing to be recognized against their competitors by customers, through multiple means that solicit the five senses, as a kind of sensory marketing.

Solicit the senses to anchor themselves in the memory of its target

Often, it is a matter of adopting a slogan of its own, an easy-to-remember message that is immediately associated with its brand by consumers. Who can say that they don’t know at least one company slogan? However, the slogan does not do everything to capture a potential customer. Indeed, to anchor even more quickly in the mind of a customer, the company often adopts a sound identity, a jingle for example, which will correspond by association to the visual identity of a brand (logo, colors, etc.). Thesound identity allows the help of a few notes to compose a simple melody, recognizable directly by the listener. This music is one of the most effective ways to be recognized, especially when the company broadcasts a television, radio or digital advertisement.

For a company, the goal is to remember it, that it goes through unique products, but also in the image it sends back. Because each customer is sensitive to a different message, companies try to impose themselves through many ways corresponding to the five senses. The view, with a unique graphic identity that represents this brand, smell, taste or touch with the distribution of samples for example, and finally hearing.

A unique sound to welcome its customers

A company’s sound identity doesn’t just stop at a series of music notes heard in an advertisement. Indeed, not all customers you want to reach watch TV commercials or listen to the radio. But if you offer goods or services, it is quite possible that your customers will seek to contact you by email or phone. With this option, if you receive a lot of calls, you often have to make your customers wait.

For many brands, the solution ofa music waiting has imposed itself, specific to each, taking up or not its sound identity. It allows you to cut short the silence, the expectation itself, and to stay in the customer’s head. Some companies specialize in this sector, creating music waiting, answering or even welcoming customers, with a whole cast of music, sounds, voices and languages available.

Remaining competitive by all means and establishing itself in the minds of its customers as the benchmark in its industry is the objective of any company. To do this, he must learn to play with the senses and emotions of his clients by adopting a unique message.

Audrey KOZACZKA – BORDEAUX Business

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