Chime sound was key to company success, Ring smart doorbell creator says

For free real time breaking news alerts sent straight to your inbox sign up to our breaking news emails Sign up to our free breaking news emails Sign up to our free breaking news emails SIGN UP I would like to be emailed about offers, events and updates from The Independent. If you can have a sound that people recognise it's something that long-term could be a real advantage in building a brand Jamie Siminoff “Brand is not just the name – it’s a hundred things together that really build it. If you can have a sound that people recognise it’s something that long-term could be a real advantage in building a brand.” He cites the boot-up sound heard when a user turns on one of Apple’s Mac computers as one inspiration, but said he didn’t want to reinvent the doorbell, just evolve it. The sound was the same thing – I wanted it to be a different sound of a doorbell that was unique enough, but also that if you heard it, you’d be like, ‘that sounds like a doorbell’.” “That’s what’s so interesting about sound, it’s that sound triggers, which is why it’s so important for brand. “But getting the ground truth of problems that were happening in real-time meant that I was able to fix things faster, and therefore prevent the downstream impact of problems festering and getting bigger.” Improving neighbourhood safety also remains a goal of the company, he said, describing how footage from Ring devices was not only used in criminal investigations but also to help find missing people and pets or as a reminder of family members who had since passed away.