Delve into the world of audio branding or as some call it, sonic branding with Nikki Marshall in this article part II. If you haven’t checked part I, read more here.

Why should sound be important for brand managers, marketers, and brands in general? Let’s look at the top 10 reasons:

Cut through with the noise

Companies routinely use logos, colours, and other imagery as standard markers of their identity. But humans perceive sound faster than they see, taste, smell or touch. This physiological reality means the next big memorable campaign might sound more memorable than it looks. Think about McDonald’s, do you hear ‘I’m lovin’ it’?

Brand recognition and memorability

SNCF, the French railroad firm, developed its sonic identity and logo 16 years ago and has been using it consistently. Every time there’s an announcement the sound plays, and travelers know SNCF is talking to them. It is so ubiquitous that 88% of the French population recognise it from the first two notes which is so powerful.

Building trust

When Visa realized sound could make consumers feel safe and secure during their transactions, they released a special sound that plays during digital and physical transactions. The sound signifying a secure, speedy transaction sparked a positive perception of the brand for about 83% of respondents!

Content is king, audio is definitely a queen

In the US, audio is second only to video as a consumer's preferred format for content so why not give them what they want? That could take shape in sonics, podcasts, brand voice, and other audio sounds.

Shaping an emotional connection

Sound has the unique ability to meet a person at an emotional level. If you’re trying to create an emotional connection and you are not strategic with your sonic choices, you’re missing out on an entire sense in the human experience.

74% of young adults believe that they have a better understanding of a company’s personality through music. Therefore this emotion can drive affinity and thus drive sales.

Creating distinction

A 2008 study by Leicester University showed that music that was closely aligned with a brand’s identity was 96% more likely to be remembered by the consumer, compared to brands with a lesser ‘musical fit’. Helping to create a clear distinction in what now is a very cluttered marketplace.

Audience unifier/identifier

As a fingerprint can trace my touchpoints around the world, sound can be a vital part of a brand's DNA that unifies a business and becomes an identifier across all your touchpoints. It becomes part of your ‘matching luggage’ in terms of communications and is synonymous to your brand identity.

Music as a global language

Music is a globally understood language that can define what you stand for and underscore what differentiates you from competitors.

Studies of vocal expression on the brain suggest that audio tones can transmit messages that transcend language and cultural barriers. As a result, listeners from different backgrounds and cultures can interpret music as being happy or sad.

Measure and create ROI

Renault, for example, after only a year of strategically implementing its sonic identity, was able to improve brand perception. “It had a sonic logo before and did a study in which people said the sound was X amount modern, X amount enthusiastic, X amount unique. When we compared it to earlier, we found that perception rose 65% for ‘modern’, 62% for ‘enthusiastic’ and ‘unique’, therefore sound can improve brand perception.

Creating your own music gives you rights to royalties every time it is used, creating another stream of revenue

Emerging importance

Thanks to the emergence of smart speakers, the rising popularity of branded podcasts, and more, a brand’s tone of voice has more literal applications than ever.

The number of brands actually implementing a sonic branding strategy is still relatively low. That means that acting now to implement it in your business puts you ahead of the curve.

Embracing the Potential of Sonic Branding

Ultimately, sonic branding is the audio equivalent of a brand’s username. Sound is important but it needs to be inherent in the brand and not a one-off. Sound alone can do more damage than good if it doesn’t mirror your brand values or your identity.

When music was only used as a one-off solution or a mere support piece, it was measured to be even less effective than using no music at all. That is why a coherent audio strategy needs to be integral in any overarching brand strategy and should be just as important as a logo or a colour palette. As we have seen it can help build long-term brand loyalty, advocacy, and love - what all brands strive for.

About the Author

Nikki is a key marketing professional who has been in the advertising, marketing, and events world for 16 years. She specialises in strategy and helping brands build lasting relationships with their customers through innovation, content, and messaging. 

Her vast knowledge and viewpoint of the industry give her a unique take on emerging factors affecting the way we market today.

Image by Pawel Czerwinski on Unsplash.