Have you ever heard a sound that brings back old memories or provokes certain images? Sound is the native language of the brain which is processed twenty to a hundred times faster than visual input. In fact, hearing is the most responsive human sense, and listening to a sound can help predict what we are about to see. For this reason and many more, sound and sound branding are powerful assets in any branding strategy.
What Is Sonic Branding?
With the rising use of sonic channels, relying solely on a logo or visual element to solidify your brand is no longer sufficient. On the other hand, sonic branding can play a much more significant role in making your brand identifiable.
Also known as sound branding or audio branding, sonic branding refers to using music and sound to create and reinforce a brand’s image. It is a collection of audio touchpoints that act as a unique and memorable soundscape for your brand and reflect its personality and values.
This sound can be a melody, jingle, or voice and is simple, short, and emotionally appealing. You can use this branding strategy across various platforms from television commercials to radio ads to get your name out and engage more customers.
Why Is Sonic Branding Important?
As the world is moving into the next phase of technology, dominated by screenless and voice-driven devices, how a brand sounds is paramount for giving it the needed cut-through. Just a few notes and the audience is ready to listen and connect with you. That is the power of effective sonic branding. Brands that invest in this holistic approach can bring many benefits for themselves. These include:
Increased Familiarity
The first major advantage of sonic branding is improved recall and familiarity. According to this study by Spotify, audio ads tend to leave a more lasting impact and result in about 24% higher recall and double the price intent.
Judge for yourself; on an average day, how many logos do you see? The number can easily be between hundreds and thousands. Now, compare it with the number of tunes you hear daily. You get the point.
Because of their rare occurrence, audio messages can effortlessly grab the audience’s interest and increase familiarity by helping your brand get instantly noticed in the crowded market.
Builds a Loyal Customer Base
Sounds can mix with people’s moods and feelings and have a much more emotional impact. Think about all the times you listen to music without any visuals, yet the music makes you feel a certain way.
Similarly, these jingles can trigger strong emotions in the listeners and foster a sense of companionship. This emotional connection is crucial for building a loyal customer base and financial success.
Clearly Conveys Your Message
Using the right sound for your brand can help communicate your message to the target audience creatively, effectively, and better. Each chord and beat work together to convey the brand’s message and familiarize the audience with its objectives and values.
Examples of Famous Sonic Identities
Sonic branding has been used for years by numerous brands to get the upper hand on their competitors by forging a lasting 360-degree user experience. One popular example of this is McDonald’s famous “ba da ba ba ba.” Memorable and instantly recognizable, this cheery tune fills the air with joy and happiness and makes the listener automatically think of a delicious Happy Meal.
And let’s not forget about NBC’s legendary three-tone chime, which has been associated with the brand since the early 1930s. Together with the company, this sound mark has also gone through many updates and rebrands over the years and still manages to hold the same authority, connection, and familiarity with its audience.
How To Find Your Sonic Logo?
The purpose of sonic logos is similar to that of visual logos: to act as a medium of association for your brand and attract more customers. To find the right sonic or sound logo, consider the following points.
Extensive Research
If your brand is already launched, chances are that your future sonic logo already exists. The catchphrase or backing music you use in the advertisement can act as a starting point, and then you can work your way through until you find the perfect sound. Do a sonic branding audit and consider different sounds. Then, choose or create one that matches the brand’s personality and goes with your nature of work.
Keep It Simple
Many of the world-famous sonic logos are just jingles or tunes without any lyrics, and this is what makes them so easily recognizable. With sonic branding, you don’t always have to go over the board since it can get overwhelming quickly and lead to something awful instead. Therefore, it is always better to keep things simple. Just choose a catchy and fitting background sound, throw in a few design elements, and you are good to go.
Create Something Unique
Using other brands’ sonic logos as your own is illegal; even if you could use them, it would certainly not help your brand stand out. That is why your primary focus should be to create unique sounds with a personalized touch that can establish and stabilize your company’s position in the market.
Easier said than done, though. Creating the “it” tune for your brand can take plenty of focus, perseverance, and time, but once you overcome these hurdles, what awaits you is higher engagement, increased sales, and an even greater impact.
Final Thoughts
Sonic branding is the present and the future. With the world’s leading names investing heavily in this strategy, it is a hot topic and is not going anywhere anytime soon. Whether you are an international or a local company, getting a sonic brand identity can add immense value to your business and position it better for success. And isn’t that what we all want?