Scritsch, dong, plang, tjosssch… and bong. A modern slaughterhouse is full of sounds and rhythms. When production is up and running, sounds are created wherever something is set in motion or two physical objects come into contact. The hum of machinery contributes to the sound picture with everything from pure noise to all the tones of the keyboard. These are real sounds from the most modern slaughterhouse in the world. And they will now be used to create Danish Crown’s own sound identity.
Looking for good sounds
The slaughterhouse in Horsens has had a visit from Daniel Schougaard from the company Sonic Branding, which specialises in creating sound logos and sound identities. Equipped with a handheld sound recorder, he came looking for the unique sounds of the company.
- I want to identify the sounds which are characteristic of the company and which – together with your values and mission – can be used to design a new sound profile and identity for Danish Crown, explains Daniel Schougaard, a music consultant and project manager.
For all the senses
More and more companies are using sound identities strategically to create a more distinct corporate profile and to ensure a better experience for people contacting them.
A sound profile should therefore be seen as a supplement to other branding tools, explains Anne Villemoes, Director of Corporate Communications.
- In our communications we must appeal to as many senses as possible to get through to people and strengthen their impression of Danish Crown. We are already employing all the traditional channels in our communications about the company. But a totally unique sound can help strengthen the Danish Crown brand, both if used as on-hold music, on our website and in TV and radio commercials, she explains.
A new sound on the phone
- Welcome to Danish Crown… this is the message delivered up to 1,200 times a day when members, customers, employees and others call Danish Crown’s head office in Randers. The calls come from all over the world in the course of an eight-hour working day, averaging three calls a minute. And sometimes this leads to calls being put on hold.
- Even though our receptionists are highly skilled and very efficient, waiting time cannot be avoided entirely. The average waiting time is 4-6 seconds. However, it takes an average of up to 28 seconds before the forwarded call is answered. And during this time, it makes perfect sense for callers to be listening to something meaningful, and something which also creates valuable synergies with our corporate branding in general. After all, this is the first impression which a lot of people get of Danish Crown, explains Anne Villemoes.
Callers will first encounter the new sound on Danish Crown’s telephones at the beginning of the new year. If you would like to read more about sound identities, click www.sonicbranding.dk