RNIB launches new audio identity
The classic roar of the MGM lion before a film begins. The unmistakable “ba-da-ba-ba-baaa” at the end of a McDonalds ad. The iconic ‘ta-dum’, as you launch Netflix.
When we hear these short, memorable ditties, we immediately think of the brands behind them.
Therein lies the power of audio branding; ‘the intentional use of sounds, melodies, and jingles to represent and reinforce a brand's identity’.
However, sonic branding isn’t just for corporates.
Leading sight loss charity, RNIB is one of the UK’s first major charities to dabble in audio branding.
In November 2023, the charity launched a new sonic identity, comprising of a sonic logo, a brand track using the same key notes, and a set of 18 radio jingles.
Over the coming months, the assets will be incorporated into their marketing campaigns, social media ads, the RNIB Helpline, and RNIB Connect Radio, the UK's only radio station dedicated to people with sight loss.
Boost engagement
The assets were designed to help the charity ‘better engage with the sight loss community.’ As Martin Wingfield, director of brand at RNIB, explains; “As the UK’s leading sight loss charity, RNIB is ‘of and for’ blind and partially sighted people. We wanted to make sure our brand was completely accessible to people with sight loss, which is why we felt so passionately about creating a sonic identity. Whether someone is listening to RNIB Connect Radio, watching a video, or using one of our audiobooks – we want them to immediately know that it’s coming from RNIB”.
Created with the blind and partially sighted community
To ensure the assets resonate with their audience, the RNIB involved blind and partially sighted community in the audio creation, from the musician, and the people that provided their voices to the spoken elements of the logo, to the Grammy award winning sound engineer.
The charity also ran focus groups with service users to get their reaction to the tracks before creating a final draft.
The result? To quote RNIB, a “modern, contemporary sound featuring a strong, instantly recognisable melody”.
Brand building
The charity hopes its foray into audio branding will encourage other charities to think about how they make their audio communications clear and accessible.
As RNIB Policy Officer Erik Matthies, says, “good audio design is vital for so many aspects of daily life for partially sighted people like me.
I love the fact RNIB now has its own sonic identity as we continue to innovate the way we communicate with our customers and supporters.
Sound plays a key role for many in making sense of a world designed for people with sight.”
Final Word
Considering there are two million people living with sight loss in the UK, it could be argued that audio branding is a must-have, rather than a nice-to-have.
And research shows that audio trumps visuals when it comes to shaping donor perceptions and behaviour. According to a study by PHMG, 60% of people believe music is more memorable than visuals when used in marketing.
Is 2024 the year to build your brand through sound?
Looking for an audio-savvy fundraiser? We can help. Give us a call on 020 3750 3111 or email us at info@bamboofundraising.co.uk to get the conversation started.