When you hear the jingle of an ice cream truck, you instantly know what it is. This is the power of sonic branding. Sonic branding is a fascinating and important part of modern marketing. It involves using sound to create a brand identity. According to experts, companies that use sonic branding are often more successful because their sounds stick in people’s minds.
This article explores the concept of sonic branding, its importance, and how you can use it effectively to enhance brand identity and engagement.
What is Sonic Branding?
Sonic branding, or audio branding, is using sound to stretch a brand's identity. Thus, it is not only the popular and catchy jingle but also the corporate management and identity of the brand along with the corresponding sound. It is basically like a sound logo that anyone can sing to the tunes whenever it is played.
Sonic branding suggests the utilisation of sounds and music in the branding process. It is a mark that can be seen as similar to the logo, but placed into ears. For instance, the Intel chime (“bong” sound) is a classic example of Sonic branding which has been many years in the market.
A Brief History of Sonic Branding
The concept of applying sound in branding we can hardly call innovative. The earliest example is the bells used in Christian churches as early as the 4th century AD, where the bells were used in ringing to summon the people to prayer. This simple use of sound was one of the first moves in what could be classified as sonic branding.
It is important to note that in the 1900s, specific jingles and catchy tunes were integrated into the advertisements being placed by different companies. This was the start of what could be described as modern sonic branding. This principle was later taken to the marketing fields where it was applied in building a positive relationship between sounds and brands.
Why Sonic Branding Matters
Sonic branding is powerful for several reasons. First, sounds can be remembered better than images or words. A catchy tune or a unique sound can make a brand stand out. Second, sounds can evoke emotions. A good sound can change a person's mood by giving them a feeling of happiness, excitement or even relaxation when identifying with a brand. Lastly, sound gives brand consistency which is evident both in television ads, intended for online viewing and the music being played in stores.
For instance, the opening of a soda can immediately take people to the consumption of drinks, which may lead to more brand sales. Besides, the sound produced when you start a Windows computer is also set to positively impact your perception of using it.
The Science Behind Sonic Branding
The human brain is built to respond to sound. When we hear certain sounds, our brain releases chemicals like dopamine, which make us feel good. This is why music and sound can be so powerful in marketing.
Research has shown that people are more likely to remember brands that use sound effectively in marketing. For example, research by Scott Shawn and his team found that short sonic logos can create positive feelings and improve how people view a brand. Another study by Lluis Mas discovered that different tempos and styles of music can affect how people feel and react to a brand. These studies help explain why sonic branding works so well.
Like Gen Z, younger audiences are very connected to music and sound. Brands use music-led campaigns to connect with them. For example, Tostitos created a campaign where fans could make music using sounds from their products. This kind of engagement helps brands connect with young consumers in a fun and memorable way.
List of Popular Companies that Succeeded with Sonic Branding
Many brands have successfully used sonic branding to their advantage. Here are a few:
McDonald’s
McDonald’s “I’m lovin’ it” jingle is one of the most recognisable sounds in the world. Relative to complex jingles, they are usable, memorable, and evoke the brand's conception and services or products. This particular song has been adapted to many mediums of communication thus making a customary tune for the brand.
Coca-Cola
Indeed, the drink brand most synonymous with jingles and sounds as a public relations tool is Coca-Cola. Coca-Cola commercials are unimaginable without music. The actual song is where the creativity peaks, like in the “I’d Like to Buy the World a Coke”. This is not just any tune; it is considered a piece of the company’s corporate image.
Intel
Another well-known example of sonic branding can be referred to as ‘Five Notes’ associated with Intel. It has been employed in advertisements, product introductions, and other promotional materials for many years. The sound is said and effective to wind up the message that wants people to remember, regarding the brand.
Netflix
Each programme at Netflix is introduced by a sound branded as ‘ta-dum’. It is associated with the brand and indicates the entertainment coming from the brand. It is quite a simple method but contributes to the brand's progressive consistency whenever a person uses Netflix.
NBC
NBC’s chime has been in use since the early 1930s. It is three tones that, to this date, are common with them and have become an inseparable part of the company’s image. The change in logo and visuals for the two companies has been considerable, though using a chime has ensured continuity for the brands.
Benefits of Sonic Branding
Sonic branding is useful because it promotes the formation of a clear and long-lasting association with the customers. Here’s why it matters:
- Instant Recognition - Sounds are identified very fast, at a rate of under one second. This is to signify that a well-designed sonic logo can make your brand easily identified, from the rest in the market.
- Emotional Connection - Anything that makes a sound can provoke an emotion. One can be happy or excited or even reminded of something while listening to a sonic brand, or it can even generate an emotional connection with the brand.
- Memorability - This is inferred from the fact that out of the three, visuals and words, people have a way better memory with sounds. Music can also express a point in a nutshell or even an incredible and imposing image that can remain in a person after getting a hold of it.
- Brand Identity - Sonic branding also has the role of giving an exclusive image to a brand.
How Brands Can Create Sonic Identities
Creating a sonic identity involves a lot of thought and creativity. Brands often work with music experts to develop sounds that match their image.
- Identify Your Brand’s Personality - Consider what your brand represents in the public’s eye or how it is affiliated with the public. Is it filled with fun and energy, or formal and business-like? Your sonic brand should match this personality.
- Choose the Right Sounds - Picking sounds or music that reflects the characteristics of your brand. For instance, a tech firm would incorporate sounds under the futuristic genre while a children’s brand would incorporate cheerful tunes.
- Consistency is Key - Ensure the sounds applied cover all the marketing channels.
- Test and Refine - Get feedback from people to see how they react to your sonic branding. Make changes if needed to make sure it works well.
Legal Protection of Sonic Branding
Brands often seek legal protection for their sonic identities. This means they can prevent others from using their sounds. Having a unique, protected sound can be a valuable asset. It ensures that the brand's identity remains distinct and recognisable.
Case Study of HBO in Sonic Branding
HBO’s Signature Sound: The Static Angel
HBO's signature sound is known as the "static angel." This sound starts with a brief static noise. Then, a deep chime follows, and an orchestral tune builds up. When the sound ends, it reveals the HBO logo. This sequence has been used for years and has become closely linked with HBO’s high-quality entertainment.
Why is HBO’s Sonic Branding Effective?
- Creating Anticipation - The first part of the sound, the static noise, grabs attention. It builds excitement and makes viewers eager to see what comes next. When people hear this sound, they know they are about to watch something special.
- Emotional Impact - The sound is not just a noise but a way to stir emotions. The static starts the experience, while the deep chime and grand music make viewers feel like they are in for something big. This emotional pull helps set the mood for the show or movie that follows.
- Consistency - HBO has used this sound for many years. Because of this, it has become a trusted part of their brand. Viewers recognise it instantly and associate it with HBO's quality. This consistency helps build a strong brand identity.
Results of Sound in Building Brand Identity
Creating a Unique Identity - Sonic branding helps a brand stand out. HBO’s sound is different from other channels. This uniqueness allows HBO to create a strong identity. When viewers hear the sound, they immediately think of HBO.
Building Brand Loyalty - A consistent sound helps build loyalty among viewers. When people hear HBO’s signature sound, they know they can expect great content. This expectation helps keep viewers coming back for more.
Enhancing the Viewing Experience - The sound does more than just announce HBO. It adds to the overall viewing experience. The powerful music and deep chimes make the start of each show or movie feel special. This enhances the enjoyment of the content that follows.
Conclusion
Sonic branding is one of the most effective ways brands build differentiation and recognition. Thus, brands are also able to appeal to emotion through the use of sound. This makes brands familiar and brand-specific. Since people are stepping up their technological game, sounds in branding will be the next big thing. Hence, brands that master sonic branding will have a strong advantage in the competitive market.
