Why Sonic Branding is an Important Sound Strategy

There's more to branding than what satisfies the eye. Sound is one of the most effective senses, triggering memories and emotions. But it also needs to be talked about in branding strategy sessions. Historically, this has been the purview of enormous corporations that had entrance to production and media outlets. But smaller companies are now benefiting from the democratization of media and the all-presence of personal digital devices. Add to that the latest push for video content from social media platforms, and the pressure is climbing for brands to consider their sound identity as they should!

Sound and Emotion

One of the best storytellers in the world, Disney knows how to use sound to capture the imagination. The Disney Intro theme was introduced in 1940 with the movie Pinocchio. The song "When You Wish Upon a Star" won the Academy Award for Best Original Song of the year and has been used in multiple versions of the Walt Disney Pictures' opening logos. You can scan your emotions when you hear them. But the comments are telling. That doesn't mean that we don't process the sounds that reach our ears but that we do so at a subconscious level. Sound tends to bypass our planned filter, and with it, it can avoid sound barriers, forming a direct connection to emotions. Music from the original music studio can be that medium that talks to us directly, creating a mood directly transferable to the storyteller, the brand.

The Role Of Sound In Branding

When we talk about sound identity, sound branding, sonic branding, and audio branding, we generally mean the brand's presentation in sound form. The good logo is the most prominent form of that. But taking a complete view, sound originality includes anything from thematic music to sound effects, voiceovers, playlists, the sound the product makes when used, and, affirmative, the sound logos. All these elements help shape the brand's personality with the ultimate goal of choosing a connection with the target audience.

Brand Recall

Sound logos are short clips that usually go together with a visual logo. You might be familiar with the sound logos of Apple or Netflix, for example. They are mostly seen (and heard) in film production, TV programs, video games, and software, essentially where audio-video production is part of the product or service. 

Brand Perception

When sound identity is considered in the bigger context of brand strategy, it can be used to make small companies seem established and big corporations seem caring. Even on the production line, car manufacturers are paying attention to the sound of the door closing. A sonic branding agency and a team of sound engineers, product designers, and psychologists ensure that the product's sound will project trust, safety, and luxury.

Formulating an audio identity follows the same approach as creating a visual identity. It starts with understanding your target audience and your brand values and clarifying your message. The goals are specific to your business goals. The first step is always defining your brand strategy and hiring the best sonic branding company, which will give you the blueprint for all your marketing, identity, and business decisions.

Reinforce Engagement

Retailers have traditionally been interested in creating a multi-sensory experience in their shops, and music is a preferred way to differentiate from their competitors. Expressing your brand personality on several layers, some addressing the rational, some addressing the emotional, helps create a rich, complex brand personality. This multi-layered approach reinforces engagement with your customers. 

In a crowded, global consumer culture, arousing feelings and emotions in connection to a brand creates a real competitive edge. There is a real financial benefit of using the services of sonic branding studio. But there is also a human benefit, which we find more rewarding.