This is how BKB sounds

Scientists at the Max Planck Institute are studying the effect of sounds, and neurologists are investigating why music can move us to tears. "Music is the language of feelings," as the saying goes, and that's what makes it so attractive for corporate communications: The emotional content of values or an advertising message is essential if they are to be communicated successfully. Accordingly, today, attention is no longer paid only to visual and linguistic brand management, but increasingly also to auditory brand management.

This is also the case at Basler Kantonalbank: About three years ago, BKB began a comprehensive restructuring. The branding agency Scholtysik & Partner was engaged for the brand strategy and the new design. This in turn brought the Zurich agency Department of Noise on board for the audio branding process and the audio assets derived from it. The result is a direct and accessible "BKB sound". It "conveys a sense of determination and forward momentum and leaves a strong and precise brand feeling," says Philipp Schweidler of Department of Noise.

And this is exactly what audio branding aims to achieve. In visually flooded everyday life, people are often no longer able to actively perceive and process optical stimuli. "This state gives room for acoustic events," explains Florian Goetze from Department of Noise. "These penetrate directly into the subconscious, evoke emotions or activate euphoria. In this way, they significantly support the process of confidence building and provide orientation."

Mathias von Wartburg, Head of Marketing BKB: "During our rebranding, we realized that, especially for audiovisual projects, we also need a clear line on the auditory level that corresponds to BKB. The process leading to this was both interesting and inspiring for us."

Department of Noise worked closely with Scholtysik & Partner to derive the sound characteristics from the bank's brand promise and brand values. "It was a real challenge," says Schweidler, "because they wanted to go boldly to the point and clearly differentiate themselves from the competition." Says Fabian Sander of Scholtysik & Partner, "The sound had to be clear, rich in contrast and agile, yet still feel like a bank. The result is convincing - and enriches the brand presence. The auditory component is standard in the digital age."

Internationally, auditory brand management has already proven itself many times over. Salt, for example, shook the salt shaker vigorously to create a distinctive and animating auditory brand experience. In 2012, Wiener Linien (Vienna's public transport company) relied on "Typically Vienna" for the acoustic presence of its brand. For the announcements, the Viennese people thereby chose the most sympathetic voice of Vienna and the soundscapes are inspired by the "Danube Waltz" and its 6/8 time. The subway operators of the Brazilian metropolis Rio, who have been working with audio branding for several years, asked their guests about the new sound concept after the introduction: 83 percent remembered the new audio logo. This hardly surprises audio branding professionals: "Sound is the most direct way to be remembered by the customer with a brand - and it also works outside the field of vision," says Florian Goetze. It's a method that goes way back into human history: the sounds of bells or fanfares were already used in ancient times thanks to their strong recognition value.