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AFAS

AFAS Software is an idiosyncratic software company that is known for not making any concessions to quality and efficiency. No wonder they ended up with TAMBR. We provided their entire customer journey with a funky sound full of signature details.

“Adding audio to our corporate identity was a logical step for us, because music is ideally suited to add an extra layer to your communication.”

Martijn Delahaye, Directeur Marketing & Communicatie AFAS software

Why did you, as a B2B brand, develop your own sound?

AFAS makes business software. Quite important, but also a bit boring. Just having good software is not enough either. You must be known and trusted as a brand and ensure that you are subsequently shortlisted by your target audience. This applies to all brands, whether you focus on consumers or other business es. And there are plenty of ways to put your brand in the spotlight. For example, AFAS does a lot of sponsoring and we try to add value at every interaction in the buying and customer journey. Adding audio to our house style was therefore a logical step for us, because music is perfectly suited to add an extra layer to your communication. Moreover, it ensures connection with your employees and customers. As we have experienced with our AFAS Live partnership.

AFAS brand anthem

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Where will we encounter the AFAS sonic identity?

Our musical house style is used very widely, and that is an understatement. First of all, you will of course come across our music digitally, such as underscoring our online videos. But also in TV commercials and during events, where we sometimes also use live musicians. We also like to play jokes, so there’s no shortage of playful applications. So when you walk into our lobby you will of course be welcomed by a lounge version of our tune. But I had to laugh out loud when I received an old-fashioned Christmas card that, when opened, started playing our well-known melody…

AFAS Lounge

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How has your audio strategy worked out so far?

We are very happy with our sonic identity, which is evident from the enthusiasm with which it is used everywhere. It is an fitting addition to our brand identity, which is closely aligned with our values ​​and makes us even more proud of the AFAS brand. And the possibilities are far from exhausted. For example, I can’t wait until we can provide the AFAS Live with our own sound. But let’s not forget the practical advantages: we never have to search for suitable music again and all rights are taken care of. In this way, TAMBR not only makes it more fun for us, but also a lot easier to build a stronger brand. And making things easier, that’s what we like at AFAS!

AFAS soundlogo

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AFAS TVC

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