Image source: Pxhere
In order to best express their personality, their essence, brands can harness the explosive power of new media, digitization, and new technological discoveries, which contribute greatly to building a company’s image and maintaining it over time, while also fostering its constant evolution. Indeed, a brand cannot just market its products or services, selling them to a certain category of users and receiving a sum of money in return, it must also work persistently on its brand identity, patiently forging it with all the artifices made available by the modern era.
One of these is undoubtedly communication, online and offline, which can change the fortunes of a company in a very short time, with targeted interventions and the development of a precise operational strategy aimed at positioning the company within a certain area of its target market, as Chipotle recently did.
The Meaning Of The Brand
“The brand is everything they say about you when you leave the room, closing the door behind you.” This sum truth applies not only to people, to professionals, but also to companies: consumer opinion is greatly influenced by the obvious characteristics of a brand, by those that are most immediately perceptible, by everything that jumps immediately to the eye and is easily imprinted in the memory.
For some companies, these features are summed up even in just the logotype, a particular product, the lettering or font used for brand communication, and other small details-all clearly visible to the naked eye that make up a brand image.
Indeed, nowadays it is of paramount importance that brands also have a clear characterization, a set of specifics that distinguish them from competitors and make them unique, especially in the eyes of consumers. These characteristics will of course have to prove perfectly consistent with the brand’s values and mission, almost giving rise to a separate universe in which consumers can always immerse themselves and recognize themselves day after day.
Those who have not yet provided for the full and balanced expression of their brand essence can first of all try to enrich their communication with new and characterizing elements that are in some way related to the brand’s history and its supposed values, even if the latter has not yet been effectively communicated. An example of an excellent branding strategy is one recently used by Calm.
The Power Of Music
A weapon at the disposal of all brands to characterize themselves in the best possible way, in this era dominated by the speed and dynamism of the web, is music. Every company should devote several hours to identifying melodies and soundtracks that can fit its values, its image, delicately inserting them in its online communication (especially on social media) and also on the website, perhaps in the guise of background music that is immediately activated when visiting the home page.
Rock music, such as that proposed by bands like Aerosmith or Deep Purple, can serve all those brands animated by a countercultural, irreverent, and politically incorrect philosophy, as can happen to certain radio shows or television programs, which have now turned into brands in their own right, but also to individual personalities who can embody the same principles. The musical background, in this sense, enriches and fuels the image of the brand or character, thus legitimizing its existence.
These effects can also be achieved online, of course, through the powerful medium of videos or audio podcasts, which can be used not only as an excellent storytelling tool but also as a practical and innovative method of reaffirming one’s brand identity, including through very specific visual and sound features, capable of sending a very specific message to all observers (and listeners).
Even some of the best online portals dedicated to gambling have begun to reinforce their image through graphics and sound effects. One of these is undoubtedly ArabianBetting, within which one can find thousands of safe and reliable sites where one can try out the best casino games on the net. The latter has in fact been made with very high-level graphic systems, capable of adapting to any device, but also with high-quality sound effects that contribute to immersing, even more, each user in the universe of online entertainment. In addition to offering the best sites in which to place bets, this portal also ensures a gaming experience of rare intensity, capable of satisfying even the most complex tastes.
The brand identity is composed of unique and elusive features: one of them is precisely related to the sound effects and the magic of music, which is still able to bewitch and enrapture the hearts of millions of people.
