Sonic branding, also called audio branding, uses auditory elements to brand products or services. It’s about unleashing the power of sound to create a unique identity. From the sound of a church bell to jingles on the radio, to today’s social media, sound is an integral part of our lives. Sonic branding leaves an indelible mark on our subconscious.
Businesses can harness the power of sound to create memorable brand experiences and revolutionize their connections with their respective target audiences. It adds a layer to the brand experience, amplifies its impact, and leaves a lasting impression on consumers.
Experts say sonic branding evokes joy, excitement, trust, or nostalgia, and enables brands to create profound and enduring connections with consumers. It outshines traditional advertising and becomes an integral part of a company or brand’s essence. Moreover, each sonic element contributes to the overall brand identity and helps shape consumers’ perceptions.
Kantar, a consulting company that shares data and insights, brands can create a consistent image by leveraging the power of music and sound to evoke emotions and memories. It said powerful sonic assets can help establish emotional connection with consumers. Kantar’s BrandZ research shows that brand assets achieve 76 percent higher brand power and 138 percent higher perceptions of advertising strength, including sonic assets.
Kantar gives the example of Gatorade. The sports drink brand expresses a sense of dynamic energy through its logo and advertising. The brand also offers a branded workout playlist on Spotify through ‘Amplify’, capturing the same intense emotion, enriching the brand experience through music.
Paul Suchman, Chief Marketing Officer at Audacy, said audio advertising coupled with strong sonic branding offer a powerful pathway to meaningfully connect with consumers along their daily journeys. “From the sound of an electric Ford Mustang reviving its non-existent cobra jet engine, to the affirming ‘ca-ching’ note when funds hit your PayPal account, and Infosys’ new five-note sonic signature, the most sophisticated marketers are weaving sonic branding into every touchpoint across consumer experience.”
Suchman highlighted that sonic branding is extending from its traditional realm, advertising, into content, user experience (UX) and in-person touchpoints. He added that of all the elements of Audio creative, sonic branding is the single effective way for marketers to improve brand recognition and purchase.
Here are some examples of Sonic branding:
Netflix – the OTT streaming giant has two notes ‘Ta – Dum’. It’s perfectly timed to sound off as the logo appears when the user opens the platform.
Target – the American retail corporation relies on custom playlisting to create an upbeat, playful, and energetic in-store atmosphere for guests.
McDonald’s – this popular fast-food chain has the iconic jingle ‘ba…da…ba…ba…ba I’m Loving It’. This is also the brand’s most effective campaign and resonates with the consumers.
Intel – this tech company’s three-second audio logo was created in the 1980s. The five-note mnemonic is believed to be played somewhere in the world every five minutes.
Deloitte’s report ‘Sonic branding and rise of voice technology’ stated that sonic branding may serve as a substitute for visual cues. “Studies of vocal expression on the brain suggest that audio tones can transmit messages that transcend language and cultural barriers. Listeners from different backgrounds and cultures can interpret music as being happy or sad. From a branding perspective, marketers are using this knowledge to appeal to customer’s appetite for memorable, shareable content with sonic branding.”
The report highlighted that marketers want to incorporate sonic branding into their organization’s core identity. “Google exhibits brand coherence in its search capabilities with a microphone icon in its search bar, as well as the ‘OK Google’ sound serving as an ‘earcon’ for voice searches. The Guardian newspaper recently created a five-second earcon for its Voice Lab team, arguing that earcons ‘play a pivotal role in establishing tone and asserting a brand identity’.”
Furthermore, sonic branding sets the brand apart from its competitors.
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