Sonic Branding: Hearing Is Marketing
Sonic branding is a type of marketing strategy that uses sound to create a sonic identity for a brand. It involves identifying and creating sonic elements, such as jingles, sound effects and sonic logos. They evoke an emotional response in the listener. These sonic elements are then in various forms of media. (i.e. commercials, radio spots or television shows) They create associations between the brand and certain emotions or feelings.
The concept of sonic branding has been around since the late 19th century. Sound was first used by businesses in their advertising campaigns. Although it wasn’t until recently that this type of branding agency became more common due to advancements in technology. Digital audio production software is available these days. Due to that, this has become increasingly popular among branding services looking to differentiate themselves from their competitors.
How Does Sonic Branding Work?
Sonic branding works by creating an audible signifier or “sonic logo” that associates with a certain brand or product. This sonic logo is usually a composition of musical notes or sound effects. They are usually memorable enough to stick out. They stick in people’s minds when they hear it. The sonic logo incorporates into all aspects of the company’s marketing efforts. This is in television advertisements and radio commercials to web videos and podcasts.
When done correctly, sonic branding can help companies stand out from their competition. They also connect with their audience on an emotional level. For example, when brands use iconic sounds like Star Wars’ John Williams score or Sony’s classic Walkman-inspired chime; they are evoking nostalgia in listeners which creates positive associations with the respective products and companies. Additionally, this can make it easier for customers to recognize a company’s products. This is because they will have learned the sonic logo by heart after hearing it multiple times over different media platforms.
“Always Coca- Cola” Campaign
The music industry arguably knows Terry Coffey and Jon Nettlesbey best for penning and producing numerous R&B/Pop successes in the 1990s.
They have, however, made a singularly successful transition into a second new line of work as successful Coca-Cola jingle writers and producers. The team’s hugely popular jingle, “Always Coca-Cola,” widely broadcast throughout the world from 1993 to 1999. It got this coveted position in the face of fierce competition from numerous other authors. Another popular theme, “Coca-Cola Enjoy,” was also by them.
First appearing in January 1993, the jingle was a heaviy feature during the Super Bowl and other important events. The jingle was later in various, distinctive iterations for radio and television. They were creating jingles in every imaginable musical genre, including orchestral, country (with Randy Travis), rock, salsa, jazz (with Take 6), and rock. In addition, the jingle was in 170 other languages for Coke’s international commercial campaign. Coffey & Nettlesbey’s track was often with vocals in the foreign versions.
This was one of Coca-Cola’s longest successful running campaigns.
Connect With Your Target Audience
It is important for companies looking into sonic branding to choose music that accurately reflects their brand values and resonates with their target audience. Companies should work closely with professional audio engineers. They provide guidance during the creation process and make sure that their sonic identity impacts people positively. This is both on a psychological and emotional level. Sonic identity can be in different media platforms.
Ultimately, branding management company provides businesses with an opportunity to craft an auditory experience for their customers that allows them to connect more deeply than ever before – driving customer loyalty and engagement as well as boosting sales numbers in the long run.
