Sonic Branding: A Strategy to Make Your Ads Engaging

Sonic branding is the strategy of creating a recognizable sound or jingle. When it comes to building a brand identity, it's not only important to consider the visual appeal, but also other aspects like the sound. Check out the following article to understand branding and get tips on how to implement it in your business.

What Is Sonic Branding?

Let’s imagine: you’re watching TV and a familiar jingle plays. Instantly, without even looking at the screen, you know which brand is being advertised. That’s the power of sonic branding. The definition of sonic branding, or sound branding, is the strategic use of sound or audio elements to create a unique and memorable brand identity. Just like a visual logo, sound plays a vital role in etching your brand into the minds of consumers.

Sonic branding encompasses various elements, such as:

• Sonic Logo: A short, distinctive sound or melody that reflects your brand’s identity and is designed to stick in the consumer’s mind.

• Brand Music: Custom music is chosen to embody your brand’s characteristics, target market, and desired emotional response in ads and content.

• Soundscapes: These are the background sounds and audio environments that shape the brand experience, both in physical spaces and online platforms, including sound effects, product sounds, and accompanying music.

Why Do Businesses Need Sonic Branding?

Sonic branding offers an edge that can make your brand stand out and be more recognizable and memorable to consumers. Take McDonald’s, for example. The “I’m Lovin’ It” jingle instantly brings the brand to mind, even before the logo appears on the screen.

Additionally, research shows that humans need just about 0.146 seconds to respond to sound. Furthermore, there are expected to be 2 billion users by 2024, with 88% of TikTok users considering sound an important element of their experience, and 73% stating that they would 'stop to look' at an ad that has audio.

Beyond recognition, sound can enhance the customer experience by setting the right atmosphere—be it calming music in a waiting room or distinctive ringtones for customer service.

How to Create Memorable Voice Branding

Understanding sonic branding is the first step; now, let’s explore how you can create it for your business:

1. Creating a Brand Identity Design

The first step in this branding is to design a strong brand identity that reflects your brand’s characteristics through sound. For instance, a tech company might opt for futuristic and modern sounds, while a spa might choose soothing and relaxing melodies.

2. Using Proper Language

Once your brand identity is established, use proper language in voice communication. This goes beyond just words, it includes tone and intonation, which should reinforce the narrative your brand wants to convey. You also need to be consistent since the language used should align with your brand’s message and values.

3. Choosing a Simple Melody

A catchy, simple melody is essential for an effective advertising jingle. Melodies that are easy to remember will help consumers instantly associate them with your brand. Therefore, it’s better to avoid complex tunes that may be difficult for your audience to recall.

4. Collaborating with Professionals

Creating a successful sonic brand often requires the expertise of music and sound design professionals. They can craft sounds that not only capture attention but also align perfectly with your brand identity. Additionally, professionals can provide insights into emerging sound trends in your industry.

5. Channeling the Audio in the Ad to the Audience

Once your sound is ready, it’s time to deliver it to your audience across various channels—TV, radio ads, mobile apps, websites, or even in-store. In addition, you also need to be consistent in using this jingle across all consumer touchpoints to get recognized and remembered better by the audience.

6. Measuring and Evaluating Sonic Branding

Finally, it’s crucial to measure and evaluate the effectiveness of your branding. You can utilize customer surveys, social media analysis, or other tools to assess if your jingle is resonating with your audience. Adjustments may be necessary to keep your sound relevant and impactful.

That's the explanation of sonic branding. You can build a unique and memorable brand identity with sound branding. So, don't hesitate to incorporate sound into your corporate branding strategy!