As products and experiences become ever more digitally augmented, consumers are increasingly proving accessible to sound. For communicators, there can only be increasing space for sound in the branding bucket.
The sonic brand can help companies effectively brand even the shortest of sound-enabled marketing interactions. And it can bypass cultural and language barriers, enabling brands to deliver a message on a global scale.
Sound branding (also known as audio branding, music branding, sonic branding, acoustic branding)is “the strategic use of sound … in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales.” Audio branding can tell you whether the brand is romantic and sensual, family-friendly and everyday, indulgent and luxurious, without ever hearing a word or seeing a picture. And it gives a brand an additional way to break through audiences’ shortened attention spans.
The sound logo (or audio mnemonic) is one of the tools of sound branding, along with the jingle, brand music, and brand theme. A sound logo (or audio logo or sonic logo) is a short distinctive melody or other sequence of sound, mostly positioned at the beginning or ending of a commercial. It can be seen as the acoustic equivalent of a visual logo.
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