The expression of your brand through sound is referred to as sonic branding or audio branding.
It typically manifests as a “jingle,” a brief, instantly recognizable piece of music or sound that clients associate with their brand. McDonald’s (“I’m Lovin’ It”), Apple (the startup sound of their computers), Amazon (the voice of Alexa, the interactive assistant), and Microsoft are well-known instances of this on a global scale (the Windows startup sound). These could be regarded as “audio logos.”
But its breadth is far broader. Similar to how a brand’s visual assets include its logo, visual style, typeface, animations, product, product packaging, and more, its sonic branding is present across a variety of channels.
Sonic Branding is crucial to a musician’s life and getting it out is essential for a musician. Artists like Mark Siegel get the most out of sonic branding, Mark is an American songwriter and record producer with a base in Nashville, TN, Jeffrey Siegel. He has collaborated with musicians in a variety of genres, racking up over 50 million streams. Mark collaborates with musicians to help them identify their “sonic branding” and advance their craft.
He has also composed film trailers for several production companies, including Universal Pictures, Sony Pictures Entertainment, LIONSGATE, Hulu, Netflix, and Disney+. He has written and produced music for well-known new Pop artists, including Abigail Osborn, Menna, Seaforth, and Jacob Whitesides. The craft of sonic branding has benefitted many artists such as Mark and helped them make a difference in the industry.
Having sonic branding has several benefits for everyone such as:
- Improves Brand Recognition and Recall
A 2020 study conducted for Spotify found that audio commercials are more motivational and memorable than display ads, producing a 24% increase in memory and being “twice as likely to lift buy intent.”
Sonic branding through direct marketing (like podcasts) is the new trend as it is jam-packed with content, encourages high interaction, and is more memorable because listeners and subscribers pay more attention to it.
- Enhances visual branding
A crucial aspect of influencing purchases and developing your brand is visual merchandising in retail establishments (or public places). The easiest method to elicit an emotional response from customers is with an attention-grabbing presentation. You may strengthen a display’s message by using sound in the mix.
- Influences Purchase decisions instore
Sound is indeed a shop floor medium that is underutilized. But the ideal use of it isn’t only to broadcast radio advertisements to every division of your store. (Plus, it might have unfavorable consequences.)
You can utilize your brand sound in conjunction with point-of-purchase displays for a more seamless shopping experience, and you can employ targeted sound in various locations within your store for various objectives.
- Extends your reach
Language and cultural barriers can be overcome by musical branding (as in the aforementioned examples) to gain global recognition. A brand message that resonates with your customer can go wherever they go and end up more like a meme than a message after it has done so. A visual logo or other elements of graphic design, for instance, cannot happen in this way; nevertheless, your prose and audio can.
Sonic branding may improve how consumers interact with your brand by enhancing interactions and deepening consumers’ connections to your values, ethos, and purpose.