In a world where competition for audience attention is increasingly intense, sound is proving to be a fundamental strategic ally for companies that want to emerge.
In the world of communication, the use of sound is emerging as one of the most powerful and effective tools to build an emotional connection with the audience, creating more memorable and engaging experiences. While visual communication, such as images and videos, have dominated the scene in recent decades, sound is rapidly becoming a central element in marketing strategies. This phenomenon is particularly relevant when we talk about press releases and branding campaigns. But how exactly does sound work and what impact does it have on people? What does neuroscience and psychology say about the strategic use of frequencies, and how can we leverage these principles to increase brand awareness?
Neuroscience tells us that sound is a powerful stimulus for our brain and many studies show that it can directly influence emotions, attention and memory. When we hear a familiar melody or a specific sound, our brain automatically reacts, creating an emotional association and this is why advertising jingles or brand melodies are so effective in eliciting an immediate emotional response.
Sound directly contacts our limbic brain, the part that regulates emotions; low frequencies tend to evoke feelings of seriousness and power, while higher frequencies evoke feelings of excitement and energy. When these frequencies are used correctly in audio press releases, they not only capture attention, but also create an immediate emotional connection with the reader/listener.
Furthermore, the strategic use of sound can also improve the memory and attention of the audience; studies on cognitive psychology have shown how it helps to improve the memory of information and to promote the automatic processing of messages. For example, an audio press release that uses a jingle or a distinctive melody will help the audience better remember the message and associate that sound with the brand or product in the same way as the application of specific sounds and frequencies in commercials.
It is essential to keep in mind that sound has an impact on attention. In fact, when a sound is associated with an important message, our brain tends to focus more on that message. The use of background music or sound effects in press releases can therefore increase the effectiveness of communication, making the audience stay more focused on the content and process it more deeply.
A key aspect in the use of sound is the choice of frequencies that influence our behavior. Each has a specific impact on the emotions and behavior of individuals. The main ranges used in sound branding and press releases are:
– 20 to 250 Hz (low frequencies): often associated with solidity, reliability and power. These are ideal for brands that want to convey seriousness and competence, such as luxury car brands or advanced technology products. A deep sound can evoke a sense of security, which is exactly what many companies try to convey to their consumers.
– 2 to 8 kHz (mid, mid-high frequencies): These are perfect for evoking emotions such as excitement, energy and dynamism. Brands targeting a young or dynamic audience could use these frequencies to convey a message of innovation and freshness. In particular, high frequencies are ideal for maintaining attention and making an immediate impact on the audience.
In this regard, the psychology of sound comes to our aid, a field that teaches us how sound can influence our behavior in a profound and subconscious way. The concept of psychological priming, for example, explains how sound can predispose the mind to automatically recognize and associate with a brand. A recurring jingle or a distinctive sound logo linked to a brand can activate emotional associations in the brain, increasing the memory of the brand and therefore its level of awareness.
Based on what has been said so far, we can deduce that sound has an incredible persuasive power and allows us to create an even deeper bond with those who are already our customers, those who will become our customers and making us perceived in a more impactful way also by competitors.
In this regard we cannot fail to mention the concept of sonic branding which is based on the strategic use of sound to build a brand identity. Sound is not just an accessory element, but becomes an integral part of the overall brand experience. Sound press releases are one of the most innovative forms of sonic branding, as they allow you to combine information and emotions in a single audio content.
The use of consistent and distinctive sounds not only helps to improve brand recognition, but also contributes to strengthening the brand image in the long term. Whether it’s a jingle, a sound effect, or a melody, sound becomes a distinctive element that the audience immediately associates with the brand, just like a visual logo or a slogan. Similarly, a well-structured audio press release, using the right frequencies, appropriate music, and the most relevant sound effects, can capture the audience’s attention, build emotional connections, and improve people’s brand recall.
At Sonic Horizon we focus on these aspects to ensure that the connection implemented with your audience creates an environment in which brand memorability is ensured so as to strengthen your business.
