In the ever-evolving world of media and advertising, staying relevant and memorable is a constant challenge. The visual world of marketing is effective, but there’s something uniquely powerful about sound. Sonic branding, the use of distinctive sounds to represent a brand, has also got a fair amount of attention.
Aren’t you tempted by the “I’m Lovin’ It” jingle of McDonald’s? Does Netflix’s “ta-dum” startup sound induce a sense of familiarity with the brand? You will find tons of sonic branding examples but do they benefit those brands? Does your business need a distinct sonic brand identity in today’s digital age? Let’s dive into the world of sonic branding and evaluate its effectiveness for businesses.
The Power of Soundscapes
Imagine you are in a bustling shopping mall, surrounded by a flood of brands. Then a familiar jingle cuts through the noise and you instantly associate it with the brand or product. This is a power of sound. It hits our subconscious mind, creates an emotional connection, and leaves a lasting impression.
Sound has a remarkable ability to evoke emotions, memories, and connections. In a world saturated with visual stimuli, sonic identity offers a unique opportunity to stand out and make a lasting impression.
What Exactly Is Sonic Branding?
Before delving deep into the topic, let’s first get through the sonic branding definition. Sonic branding refers to the use of a distinctive sound or a sonic logo that acts as a unique sound identity for a brand. Sonic branding is not just about a little ditty, it is a compelling mixture of rhythms, tones, cadence, sounds, voices, and sometimes, even silence.
Daniel M. Jackson, the author of “Sonic Branding: An Introduction says that most brands still consider sonic sound as a single jingle or the sound logo for brand identity, but in reality, it holds a whole set of harmonious sounds that creates a stand-alone brand audio identity. Think of the iconic chimes of Intel or the familiar NDC chimes– these sounds are instantly associated with their respective brands.
Research has certified that sonic identity holds a pivotal importance in brand recognition. Another study found that brand recall increases by 8x when a brand leverages a unique sonic logo in its ads. The role of sonic branding in your marketing efforts is non-negotiable in a world where attention spans are short and competition is fierce.
Why does Sonic Branding Matter?
So how does Sonic Identity help businesses cut through the competition and leave an impact on the audience? In a world filled with visual logo and slogan vying for our attention, there’s something magical about sound. It is undeniably a powerful tool for creating a meaningful connection with the target audience.
A study found that 33% of adults feel more attracted to brands with a sonic identity. The unique audio branding creates a sound identity for a brand that incites a sense of familiarity with that brand for generations. For instance, the NBC chimes, a sequence of 3 tones was crafted in the 1930s and it still has strong association with the brand today. But how does this sonic identity help brands create a powerful impression among listeners?
By tapping into the power of sound, sonic branding creates a deeper connection between the sonic brand and the listener. One of the great sonic branding examples include the MGM Lion’s roar before a movie. Right sounds create a sense of grandeur and anticipation. It’s like the opening fanfare for a cinematic experience, building an emotional connection with the excitement of watching a classic film.
Most of us prefer what we are already familiar with. Sonic branding unconsciously familiarizes our brand to your target audience. First, it sounds just like a commercial jingle to the listener, but after listening to it a few times, they find themselves humming it in the shower. Once people get familiar with your unique audio identity, they prefer your brand like a trusted friend.
Brand Trust and Engagement
With this increased exposure and familiarity comes an impressive level of trust. When people frequently encounter the unique sound identity of your sonic brand, it will induce brand recall which will ultimately build both trust and interest in your offerings.
Brands Embracing Sonic Branding for Marketing
With the rise of digital media, we’re constantly surrounded by screens and devices. It might seem like visual branding is the only thing that matters. However, consider this: when you watch a video online, play a game, or even use an app, sound plays a crucial role. That catchy tune in a commercial, the sound effects in a video game, or the pleasant ding of a message notification – all of these are part of the sonic landscape that facilitates brand identity.
It means sonic branding isn’t going anywhere. In fact, its significance will further enhance, maintaining a correlation between sonic identity and brand awareness.
The fifth annual Best Audio Brands (BAB) 2023 report by amp is a verdict of the growing popularity of sonic branding in marketing.
The report summarizes as;
- In 2023, there were 131 brands with a Sonic logo, up from 94 Sonic brands in the previous year, implying a significant rise in the use of Sonic logos in advertising.
- Among the top 25 sonic brand identified in the report, 92% were found to be using a sonic logo, marking a 17% increase from the previous year.
- Mastercard and Shell retained their first and second positions from the previous year. Aviva, Old Spice, and Colgate joined the top five of strong sonic brands.
- 23 out of the top 25 brands had a sonic logo, emphasizing the significance of sonic branding.
- When a sonic logo is two years old, its usage on average jumps to 41%, indicating that building a memorable brand identity is a gradual process.
So, this implies that sonic branding helps create a distinct audio identity. No matter you are running a small business or an enterprise, sonic branding is a great brand recognition tool that will go a long way.
Unlock the Power of Sonic Branding with BKP Group
At BKP Group, we specialize in helping businesses harness the power of sound to spread their brand’s messaging and create a unique and unforgettable auditory identity. In the heart of Dubai, our award-winning team of experts creates a sonic signature that delivers your brand story to a wider audience.
We have a deep understanding of the Gulf market, so are aware of what it takes to stand out in a crowded marketplace. From the iconic chimes of Emirates and Dubai Mall to the compelling sonic logos of Dubai One, our sonic branding agency has crafted captivating sounds for several renowned brands.
Whether you own an established business or have just started your venture, our sound experts are ready to take your brand identity to the next level.
At our sonic branding agency, we follow an effective sonic branding strategy:
- Understanding your brand aim and personality
- In-depth research and analysis of your target audience.
- Creating soundscapes, including original sounds, voiceovers, music, and sound effects.
- Integrating sound across multiple touchpoints, such as radio, TV, social media, and websites.
Join the Sonic Branding Revolution Today
In a world where attention spans are shrinking and competition is fierce, sonic branding is your secret weapon for standing out. It’s time to tap into the power of sound and create an emotional connection with your target audience that goes beyond visual world.
Sonic branding aids all sorts of industries, no matter your business’s size or budget. But the key is to create a compelling sound logo that enhances a sense of familiarity, trust, and customer loyalty.
Let our experts make a memorable sound identity to make you a powerful sonic brand. Together, we’ll craft an auditory identity that sets you apart in the noisy digital landscape.
Contact us today to embark on your sonic branding journey.
Where can I use sonic branding?
Sonic logos are composed for advertisement and marketing purposes. You can use sonic branding in:
- Recorded advertisements
- Social media
- Radio ads and streaming audio
- Playlists in brick and mortar stores
- Customer service hold music
- Curated playlists
- Product sounds and design
- Button clicks
- Website interactions
- Any kind of audio/video content
What is another name for sonic branding?
Sonic branding is also known as “audio branding” that creates unique identity for brands.
How can I create a sonic logo for my business?
First, you should understand your brand values and identity. Next, you should find the best audio professionals to compose a memorable audio snippet that represents your brand effectively.
How do I measure the effectiveness of my sonic branding strategy?
The effectiveness of sonic branding can be measured through various means, including consumer surveys, tracking brand recognition, and monitoring customer feedback. In addition, you can measure it by analyzing engagement metrics in audio and video content.