Ever wondered about the magnitude of music in our lives? It extends beyond the ability to make people move or to trigger memories. It has evolved into something larger than us–it has the power to make the listener, emote. And now, the science behind music has transcended textbooks and paved its way into advertising. Science tells us that the right music can not only create feelings of trust and bonding, but it can actually change human behaviour. Interestingly, the right music can even influence our buying decisions!
But science is not enough.
What is Sonic Branding?
It finally trickles down to strategy, which is exactly where Sonic Branding comes in. Sonic Branding is known by many names such as Audio Branding and Sonic Identity however it ultimately means the same thing: It is the strategic development of a brand’s unique audio assets leveraged consistently across many brand touchpoints. Sound is used to reinforce brand identity, which is often done using other mediums such as visuals, jingles and taglines. However, the shift towards sonic branding has brought about a revolution within the branding industry.
It had started early on with jingles becoming the primary focus of branding although now sonic branding goes way beyond jingles to tap into areas which were earlier missed by brand strategists. When these strategists noticed that consumers remembered simple jingles, it opened up a whole new avenue for music and branding.
Building a strong sound identity includes three basic steps – analysis, creation, and integration – but it is a niche capability that takes years to master. The required balance between musical and strategic considerations for a sound identity must strike a chord with stakeholders and consumers alike.