Sonic branding, also known as audio branding, is a form of brand marketing with a focus on audio recognition. It uses sound to reinforce a brand’s identity. These audio cues can often be short sound bites, catchy jingles, a specific tone of voice, or be as extensive as a complete theme song.
As a brand and marketing agency, we work with lots of brands looking to stand out from the crowd and be remembered. With the rise of audio-only platforms, such as podcasts, video essays, voice assistants and smart devices, brands are finding they must compete more and more for a customer’s attention in this space.
We’ve noticed a real increase in our clients looking to explore sonic branding – and we’re excited to help them!
Where did sonic branding originate from?
Sonic branding has been around for a long time, such as with MGM’s iconic lion’s roar at the start of a movie as early as the 1920’s. But it became well-known with the success of Intel’s iconic five note chime as early as 1994. The chime became a global audio signature, used in every Intel ad, event, and promo for nearly 30 years.
Studies showed that even without visuals, people knew it was Intel. Even if you didn’t understand what a processor was, the sound conveyed a feeling of modernity, precision, and confidence. That emotional cue helped turn Intel from a B2B chipmaker into a trusted household name.
Other great examples include:
- McDonald’s ‘I’m lovin’ it’ tune
- Netflix’s ‘Ta-DUM’ opening sound
- Windows’ and Apple’s start up cues
- Flash’s adaptation of the iconic Flash Gordon theme song.
However, these audio cues don’t need to be right at the forefront of a company’s brand; they can be more subtle, such as Starbucks consistently using curated and themed music playlists in all of their shops, or the unique tone of voice of Amazon’s Alexa.
What should you consider when building a sonic brand?
Sonic branding transcends language and cultural barriers more easily than text or visuals. Text and visuals allow for mistranslations or mistakes, for example, when Pepsi’s famous tagline ‘Brings you back to life’ was literally translated in China to ‘Brings your ancestors back from the dead’ upsetting the Chinese market. But with something as simple and clear as an audio cue, there is little room for error.
The key aspect of a successful sonic branding campaign is consistency across all potential customer touchpoints. The audio will only have the impact if it is heard on all the brand’s marketing, such as in video campaigns, audio ads, app functions, websites, on location and on social media. The Intel chime would not have been nearly as successful if it was cornered only to their website, where many customers may not interact with it – instead they hear it on all their ads, on all their social posts and even in stores, reinforcing their sonic branding identity again and again.
When creating a sonic branding campaign, it’s also important to consider the industry and the types of sounds that may resonate with the relevant audience. Tech companies (like Microsoft and Apple) will often use machinery related sound cues, like beeping or chiming that relay professionalism and trust, while travel companies opt for upbeat and joyful branding that emphasises the feeling of being on holiday.
What are the challenges associated with sonic branding?
Sonic branding is not a fool-proof process. Some audiences may find the audio grating or annoying, such as with the infamous Go Compare advert campaign featuring their unique operatic theme song. This ad received national backlash with a strong negative reaction from all audiences to the extent that most modern Go Compare adverts have long abandoned this branding.
However, once locked into a sonic branding identity, it can also be difficult to change from these once customers have learned to identify a sound to a brand. Go Compare may have stopped using their operatic song, but many people will still recall it!
With new businesses entering the market every day, brands must take every opportunity to present their own unique personal identity. Logos, taglines, colour grades and tone of voice are all certainly essential, but companies must start taking into account the growing potential of sonic branding. It’s emotional connection that sticks!
Need some help developing a sonic brand?
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