Sonic branding is a topic that is rather trendy right now in advertising and marketing, with the growing popularity of digital marketing and online videos. But even as those spaces continue to grow, sonic branding isn’t necessarily a new concept. It’s been with us for a while, whether we realize it or not.
So… What Is Sonic Branding?
Well, let’s just get out of the way what it isn’t.
- It’s not about branding a certain PlayStation hedgehog from our millennial youth. (Although, hold that thought, we will get back to him.)
- It’s not about branding a fast food chain known for brightly colored drinks and drive-in service.
- It’s not about loud noises like sonic booms, necessarily.
But let’s get down to the definition. Stated simply, sonic branding is sound branding. It’s creating a type of logo and brand elements, that are built in sound.
The Basics Of Sonic Branding
Still feeling a little confused? Well, let’s think about digital branding and what comes in a branding package. You have a logo. That’s the main element. You have a color palette that is specific to your brand. You have fonts and other features that lend themselves to your brand. And you have assets, which are ways in which all those pieces are put together and used to define your brand. So that when you see those elements, you KNOW it’s that brand.
Okay, now let’s use our imagination and think about sound branding. You can have a logo—a quick tone or little song that, or even a little catch phrase or part of a jingle. It’s small, but distinctive. There are sound elements that go into that piece. Upbeat and happy or low and serious. And there are endless ways you can use that piece to denote your brand. At the end of a commercial for instance.
Here’s another way to think about it. Sonic branding is like an audio tagline or slogan. When you think about your favorite brand’s slogans or taglines, you probably think about it in a certain voice or tone. Maybe with a specific rhythm or even music behind it. That’s the sonic branding. It’s that specific tonal quality that is the same every time and evokes a mood or emotion associated with it.
Examples of Sonic Branding That Have Been Around For A While
Sonic branding isn’t necessarily a new concept, although the digital age has definitely taken it to the next level. This article from the 4A’s mentions that the first audio trademark registered at the U.S. Patent and Trademark Office was NBC’s signature three-tone chime sound, in 1929. And it’s still used today.
That’s not the only signature sound that’s been with us for decades. In fact, some of the most iconic brands, that were with us during the heydays of radio and the early years of television, created sonic brands back then that you probably still know.
How about the Jolly Green Giant and his classic Ho-Ho-Ho? (You know what comes next… “Green Giant!”
A little more recent, how about the Intel swoosh sound?
Let’s go back to the examples of what sonic branding isn’t and let’s think about that hedgehog for a moment. PlayStation is actually a great example of sonic branding. Here’s a clip of their little sound. Every time you hear it, you know it is PlayStation.
Why Should A Company Invest In Sonic Branding?
Why invest the time and money into a sonic brand? The same reasons you do for digital marketing assets. Not only do they give your brand distinctive cohesion, they give you something to build around as you create videos, radio spots, clips and more down the road. You won’t have to reinvent the wheel to really leave your audio mark each time. In fact, you shouldn’t.
But why else is sonic branding a good move for a lot of brands? It helps you stand out and correlates certain emotions with your brand. What do you want people remembering you for? And how can a sound help customers, and potential customers, understand what an experience with you feels like? That’s part of the layers of sound you want, in even the simplest sonic branding.
And here’s an interesting fact. In a study conducted by Veritonic in 2016, they found that audio logos that were best remembered had generally been in the market for a while, some even for decades. This makes sense because just like visual logos, it can take a while to become a household name, or sound, so to speak. But that investment of money and time paid off because those sounds stuck.
How Can A Brand Use Sonic Branding?
In a digital space, sonic branding can be used for more than just videos and ads. In fact, there are endless ways to incorporate your unique sound into your brand, through the use of your product and technology. For example, MasterCard recently created its own sound that will be used whenever someone uses the card for a payment. In a growing digital age, there are lots of ways to use your sound during the use of your product or service, either upon initiation or at the close of a session. In this case, it’s about associating an experience with a feeling.
Over the course of time, one of the most common uses for signature sounds was at the end of a commercial. They were a kind of sign off or stamp of approval—like signing your name at the end of a letter.
Creating Your Sonic Branding
So, have I convinced you yet that your brand needs a signature sound? It’s a fun arena to explore, but where do you start? This article from AdAge offers some great advice. They recommend going back to the basics of your brand. Consider your visual brand guide. What are the emotions and affections that drive your visuals? Is it perky and flirty? Is it fun and adventurous? Is it quiet and soulful? The list could go on forever, but remember that inventing a sonic brand isn’t about starting from nowhere. It’s about building a sound that reflects who you already are.
If you aren’t musically inclined, you may want to consider hiring a professional. Why? Because you want to find something truly original and impactful. You may be able to develop it yourself or in-house, but sometimes hiring a musician is the right way to go.
And don’t forget that sometimes the perfect sound requires words. And that’s where a great voice over talent can step in and bring life to your concept. Hiring the right voice matters too, because the sound of the actor’s voice will become the sound of your brand. You need to find one that can not only perform your signature piece with clarity and precision, but also carries the emotion you need.