The Power of Sonic Branding
If, like me when you hear the word ‘sonic’ your mind automatically skips to a certain blue spikey-haired hedgehog, well, you’re not alone. But ‘sonic’ in this instance is in reference to branding. While the term ‘sonic branding’ has been bandied around for years, the exponential rise in voice-activated tech has pushed it back up the marketing agenda.
So, what is sonic branding?
In basic terms, it’s the sound of your brand, the jingle or 'sonic logo' that represents your company. Sonic branding impacts you every day even if you might not always notice - it’s the sound your phone makes when you get a message or when your computer powers on. Companies invest huge amounts of money to ensure you automatically associate that sound with their product. More obvious examples are McDonald’s’ “I’m lovin it”, Intel’s “Bong” or Twentieth Century Fox’s “Lion Roar”.
Why is brand voice so powerful? And, what is the potential for brands?
Humans are multi-sensory. Targeting consumers by using more than one sense e.g. sight and sound can capture the attention of your audience more effectively. Multi-sensory stimulations alter the way the brain processes messages, which are key for driving an emotional response to messages or brands. Sound triggers a deeper emotional connection, far better than imagery, which means there is more opportunity to reinforce brand recognition with consumers. With an ever-increasing number of consumers using voice-activated devices, embedding sound into part of your marketing strategy may start to be the norm. It has the potential to become a brand’s strongest asset.
Anna Tugetam, Brand Strategist at MerchantCantos recently interviewed Max De Lucia, Head of Strategy at DLMDD – the world’s specialist sonic branding agency on ‘the power of sonic branding’. You can listen to the full interview below.