Sonic branding has become an essential tool in the AV landscape, transforming how brands create an identity and connect with their audience. In this episode of AV123, an audiovisual show powered by Voice123, Stew Redwine, VP of Creative Services at Oxford Road Advertising Agency, explains the importance of sonic branding.
At Voice123, your go-to platform for incredible voice actors for AV projects, we understand the importance of having a unique sonic brand. So, here’s an overview of Stew’s insights on what is sonic branding in a digital marketing era.
Listen to Stew Redwine’s full interview with AV123 for insights on the importance of a sonic brand.
What is sonic branding?
Sonic branding is an intentional and strategic use of audio to create a distinct, memorable audio identity for a brand. It involves combining unique audio elements like jingles, musical logos, or sound effects to create a sonic brand that consistently represents the company across various platforms and social media. Effective sonic marketing makes a brand instantly recognizable to audiences.
According to Stew:
“I define it as the intentional and strategic way in which a brand chooses to show up distinctly and consistently in audio. I find that the best sonic brands are the ones that come most readily to mind.”
Why is sonic branding essential for AV success?
Sonic branding significantly enhances brand recall and consumer engagement. According to Stew, 96 percent of consumers are more likely to remember a brand paired with music that fits its identity. So, sonic marketing is seven times more effective in brand recall because it creates a lasting impression, even without visual cues.
Stew notes:
“Audio is actually your first sense because it’s the quickest; it’s faster even than touch. Sound is our first sense; it colors all other senses, and it’s on 24/ 7. We are actually very sonically driven.”
Sonic branding examples
- Intel: The iconic five-note chime, known as the Intel Inside sound, is instantly recognizable and symbolizes the brand’s reliability and innovation.
- Netflix: The ta-dum sonic brand creates a sense of anticipation and excitement that also aligns with Netflix’s position as a leading entertainment provider.
- McDonald’s I’m Lovin’ It: This globally recognized jingle evokes brand recall and loyalty. The catchy tune helps McDonald’s create a friendly and inviting brand image.
- Home Depot: The deep, resonant drumbeat in their commercials conveys a sense of strength, reliability, and trust. It complements their visual branding as a go-to destination for home improvement.
How to use sonic branding in AV projects
1. Define your audio identity
Define how you want audiences to view your brand in an audio form. This involves understanding what is sonic brand and the emotional response you want to evoke. As Stew Redwine suggests, consider sonic branding examples of how brands like Apple and Ford aim to make people feel.
2. Establish clear goals
Determine why you want to use audio branding. Having a clear goal ensures your strategy is purposeful and effective. “We need to get people to take action, or we want to elevate our brand,” says Stew.
3. Create consistent audio elements
Create the core components of your sonic brand, like a jingle, a catchphrase, or a sound effect. Consistency is crucial, so use the same music, voices, and audio cues across all touchpoints to maintain a unified brand experience.
4. Integrate sonic marketing strategies
Start by writing a guide that outlines your audio elements and their intended emotional impact. Redwine advises, “Make sure you check your thinking with an outsider to help you avoid insulated thinking and develop a congruent brand.”
5. Monitor and adjust
Continuously monitor the effectiveness of your branding efforts. Gather feedback and measure how well your audio elements are performing. Then, adjust to keep your branding relevant and impactful.
Final Thoughts
Sonic branding is a powerful tool that enhances brand recall, evokes emotions, and ensures a consistent brand presence across all audio touchpoints. By strategically defining what is sonic branding and using examples as inspiration, you can create a memorable identity that resonates with your audience.
When you need a powerful voice to bring your audio identity to life, check out Voice123’s perfect voice talent for your projects. Or hire our Managed Services team to oversee your project. And don’t forget to subscribe to AV123 on your favorite podcasting platform for the latest AV insights!
FAQs
Well-known examples of a good sonic brand are Intel’s iconic five-note chime, Netflix’s “ta-dum” sound, and McDonald’s “I’m Lovin’ It” jingle.
It’s an agency that specializes in defining a brand’s identity through sound. They design distinctive sonic logos, jingles, sound effects, and voice overs to create a sonic brand that audiences recognize.
A brand’s sonic identity is a unique combination of audio elements that represent the brand audibly, reinforcing the brand’s overall identity.
It is also known as audio branding or sonic marketing.
