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The Sound of Your Brand

Emotion can be influenced in interesting ways. For example, did you know that the name of your company can influence emotion—and not just because of the connotation of the word? For example, a name like Kim’s Cookies can make us happy because we love cookies. But there’s another reason: recent research has shown that the sound of a brand can create positive emotions. In particular, a name that includes repetition of sound was found to generate positive feelings in those who heard the name. Kim’s Cookies is pleasing because of the repetition of the k sound. This attraction to repetitive sounds may be hardwired. I remember when my son began talking, he would get so excited saying sounds that repeated: “Mommy, mommy, mommy!” ...