AFASAFAS 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, Director Marketing & Communication AFAS software
Why did you, as a B2B brand, decide to develop your own sound?
AFAS creates business software. Quite relevant, but also a bit boring. And just developing good software is not enough either. As a brand, you need to be known and trusted and ensure that you are mentally shortlisted by your target audience. This applies to all brands, whether you focus on consumers or the business market. 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 moment of the customer journey. 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. Moreover, it ensures a stronger connection with your employees and customers. As we have experienced this with our AFAS Live partnership.
AFAS brand anthem
Where can we encounter your sonic branding?
Our audio identity is used very widely, and that is an understatement. First of all, you will of course come across our music a lot online, 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 joke around, so there’s no shortage of playful applications. When you walk into our lobby you will of course be welcomed by a quirky lounge version of our signature tune. And I had a good laugh when I received an old-fashioned Christmas card that, when opened, started playing the well-known melody…
How has your audio strategy worked out so far?
We are very happy with it, which is evident from the enthusiasm with which our music is used everywhere. It is an appropriate addition to our corporate 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 stadium 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!
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