Sonic and audio branding, or audio branding, is the strategic use of sound to reinforce brand identity, just as visual cues do. It's not just about jingles anymore; sonic branding encompasses a wide range of audio elements that can be used across various platforms and touchpoints.
From the iconic McDonald's "I'm Lovin' It" jingle to the distinctive Apple startup sound, sonic branding is everywhere. It's an integral part of a brand's identity, just as important as its logo or colour scheme.
In this post, we'll explore the concept of sonic branding, its benefits, and how it's set to shape the future of branding. We'll also look at some standout examples of sonic branding in action.
Sonic branding is the process of using sound to distinguish a brand in consumers' minds. It's about creating an audio language for your brand that can be translated across various platforms. This could be a jingle, a particular voice (like Amazon's Alexa), or even a unique sound associated with the brand (like the Windows startup sound).
The Impact of Sonic Branding
Sonic branding can significantly enhance the brand experience. It can evoke emotion, create brand recognition, and even influence consumer behaviour. A well-crafted sonic brand can resonate with consumers on a deeper level, creating a sense of familiarity and trust.
Sonic and Audio Branding and Technology
As technology continues to evolve, so does the role of sonic branding. With the rise of voice-activated devices and digital assistants, sonic branding is becoming more important than ever. Brands are now not only seen but heard, making it crucial to have a distinctive and memorable audio identity.
Sonic Branding in Action
Mastercard is a prime example of a brand that has effectively used sonic branding. They created a unique melody that plays whenever their services are used, whether that's in a TV commercial, on their app, or at a point of sale. This melody serves as an audio logo, instantly reminding consumers of the brand.
Should Your Business Consider Sonic Branding?
If you want to create a multi-dimensional brand experience and connect with consumers on a deeper level, then yes. Sonic branding allows you to engage with consumers beyond the visual, tapping into their sense of hearing to create a more immersive brand experience.
Final Thoughts
Sonic and audio branding is more than just a trend; it's a powerful branding tool that can create a strong emotional connection with consumers. As we move further into the digital age, it's set to become an even more integral part of the branding landscape.
