Sonic Identity: 101
When you think “audio branding”, what probably pops into your mind will be the Netflix “Tudums”, Mcdonalds iconic "I'm Lovin' It" jingle or the Intel chimes that appeared after every - single - PC advert in the 90s and 2000s.
In the ever-evolving landscape of marketing and brand recognition, companies are increasingly turning to the power of sound to make a lasting impact. The art of crafting a unique audio identity for a brand, has emerged as an essential tool in capturing consumer attention and creating memorable brand experiences.
“Sonic branding has never been so important to unify a brand’s purpose, expression and voice.”
We’ve been at the forefront of building sonic identities for some of the UK’s biggest audio brands, witnessing firsthand how sound has reshaped the marketing industry. In this blog, we’ll delve into the world of sonic branding, the benefits as well as examining why these iconic sonic logos managed to cut through and how today, a holistic approach to your sound will bring you success, without a Netflix sized marketing budget.
What is Sonic Branding?
In a nutshell, sonic branding, also known as audio branding, is the strategic use of sound to create a distinct and recognizable audio identity for a brand. In radio or TV, this is called station sound.
It involves carefully selecting and composing a distinct collection of musical elements, sound effects, and voiceovers that align with a brand's unique personality and values. Sonic branding aims to enhance brand recognition and evoke emotions, creating a cohesive and immersive brand experience.
But more than that, it tells your story.
The power of sound
In a world saturated with visual stimuli, sound has the ability to break through the noise and forge deeper connections with consumers. NHS England research shows that music is so deeply connected to our emotions and experiences that it can trigger memories in dementia patients.
Brand recall, or the ability of consumers to remember and recognize a brand, is greatly enhanced through a well-crafted sonic identity. Plus by associating a brand with a unique audio signature, such as a sonic logo or jingle, consumers are more likely to remember and engage with the brand.
Globally recognized brands like Mastercard, McDonald's, and Intel, have successfully integrated sonic branding into their marketing strategies. However they had the marketing budgets in an era where TV consumption was much higher so were able to repeatedly reach audiences, over and over and over again.
“We think about what we see, but we feel what we hear”
What about today?
While linear TV has declined, especially for younger audiences, we can still achieve this same impact by having a holistic approach to your sonic identity. Rather than focussing on one instant or one logo, look to create a distinctive family of sounds that can feature across every customer channel and touch point where a sound can exist. Think beyond your marketing and think about how your story can be told through sound with your in-store experience to the usability sounds on your product.
Each touchpoint requires specialist knowledge. That’s why the best brands will partner with expert sonic branding agencies, like ours, to craft a compelling sonic identity by translating a brand's values, personality, and visual identity into a cohesive audio experience.
Here are some steps to consider:
Understand your brand's essence, values, personality, and audience.
Consider your brand's positioning, key attributes, and desired emotional connections.
No clear brand guidelines, your visual and sonic elements won't align. Outline the desired tone of voice, tempo and mood.
By utilizing the expertise of composers, sound designers, and even generative AI, these agencies ensure that the sonic assets align with the brand's tone of voice and guidelines.
Our model approach
When BBC Radio 6 Music, the UK’s biggest digital and most respected music brand, wanted to showcase their new found ambition, personality and line up - we carried out the exercise of Brand Alignment. This means understanding the brand's DNA and what resonates with their audience. Because we’re dealing with sound = feeling, we didn’t use personas. We focussed on their audiences common attitudes towards life. For 6 music, it’s the alternative spirit.
Research is essential. You must understand what your competition and brands your audience love sound like. Differentiation is key. The sonic identity had to be unique and memorable.
Throw out personas, and focus more on common attitudes in life
We had to tell a story about the Emotional Connection 6 music has with it’s audience that expressed it’s essence - Confidence, pride, music authority. Get this right and you’ll enhance brand loyalty and engagement.
Another pillar of sonic design is Versatility. The sonic identity for BBC Radio 6 Music is a suite of distinct sound that sit across content types, different platforms, touchpoints, and integrates seamlessly into various media channels, from offline to online and mobile apps.
Finally, we knew we had a captivated audience that would hear our collection of sonics repeatedly, building recognition and strengthening the association between the sound and the brand. Consistency and Repetition is fundamental in creating familiarity for brand recall.
By keeping these five key points in mind, you too can create a powerful and effective sonic identity for any brand.
The Benefits of Sonic Branding
Sonic branding offers numerous benefits for brands that currently rely solely on visual identity. By incorporating audio elements into their brand strategy, brands can:
Enhance Brand Recall - enabling consumers to remember and recognize a brand more effectively in different contexts, leading to increased brand awareness and engagement.
Create a Multisensory Brand Experience - Visual branding alone limits the brand experience to one sense. Sonic branding adds an auditory dimension, creating a richer and more immersive brand experience.
Stand Out in a Crowded Market - In today's competitive marketplace, sonic branding allows brands to differentiate themselves from competitors by capturing attention, make a lasting impression, and carve a distinctive position in consumers' minds.
Strengthen Emotional Connections - By carefully selecting musical elements, sound effects, and voiceovers, brands can evoke specific emotions that lead to increased brand loyalty and advocacy.
Seamlessly Extend Brand Presence - Extend your brand’s presence beyond traditional advertising channels, you can reinforce their identity consistently across different platforms, increasing brand recognition and engagement.
You’re convinced. The next steps?
Seek out a partner that’s right for you. We’d be delighted to explore how we can capture your brands DNA in sound and tell your story.
Whether that’s in an audio logo, UX sounds or a 360 customer experience, we have the expertise, designers, writers and composers to match your sonic world.
