We've been hearing it forever. The youngest and oldest among us can hum it: N-chime, B-chime, C-chime.

NBC has built a unique, emotional branding platform, so to speak, with the three simple chimes that have represented the brand for decades—eight of them.

That's an impressive run. Perhaps even more impressive is what those notes are worth in dollars and sense. What would they fetch if, let's say, NBC were to auction them off? Millions? Tens of millions? More? Undoubtedly it's worth a lot more than it cost to create.

Every organization that communicates with sound—in advertising, online, digital, retail spaces, call centers, events, products, etc.—has some lessons to glean from NBC and others like them.

Budgets may be tight and long-term planning may feel out of reach, but a few simple principles can help lay the groundwork for long-term brand value.

Fortunate to have been involved with large-scale sonic identity systems for global brands, I've seen (heard) music and sound create significant long-term brand power. That effect comes by design, and it starts with a few questions.

1. What's your return on sound?

In 2006 the top 100 US advertisers each spent between $150 million and $2 billion on sound-enabled media (TV, radio, Internet), and millions more in unmeasured media (events, call centers, etc.).

Each of those brands invests heavily enough in music and sound that it should expect a little mileage—even a hint of long-term brand value—in return. We expect that from our visual identity and integrated branding efforts, and we should expect it from the spending we put into sound.

For example: I'm a huge fan of the Daniel Lanois track that Kia Motors uses in one of its current commercials. It's a beautiful, stirring track that's amped with harmony and allure.

As much as I personally enjoy it, it doesn't grow sustainable mindshare. First, it's borrowed equity. Kia doesn't own that music license outright... it'll perform its temporary campaign role and eventually disappear. Second, the automaker isn't leveraging this music in other touchpoints—Kia's internet, 800 number, and dealerships lack any identifiable sonic coherence.

Of course nobody wants an incoherent brand, but that's unfortunately what many brands are paying for.

Contrast that with NBC's chimes or the iconic United Airlines composition (Gershwin's Rhapsody in Blue), which is instantly recognizable in whole or in part and has spoken for the brand for decades across a variety of customer touchpoints.

Similarly, McDonald's sing-songy I'm Lovin' It signature is recognized by 93 percent of the people exposed to it. This is music and sound that's globally identifiable and works hard as a brand investment.

"We're not advertising more," said Larry Light, McDonald's global marketing officer recently after its launch. "What we have increased substantially is the effectiveness of the advertising...when you increase relevance, it sticks in people's minds."

2. Do you sound as unique as you are?

Great brands inspire us. They solve problems, they make meaning. Many of us like to believe we're out to change the world in one way or another. Yet most brands sound surprisingly alike: generically upbeat, harmlessly acceptable, and usually forgettable.

Pick up the phone and dial your company's support line. Listen to the music your company's playing at its sales, customer, or partner events. Check out your online product demos. Pay attention to your retail music. Are your brand's intentions made audible?

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ABOUT THE AUTHOR

image of Noel Franus

Noel Franus consults on user research, business strategy, and design/product leadership for special projects around the globe.

LinkedIn: Noel Franus