Sonic Branding 101

Sonic branding is the best kept secret in a brand's marketing mix.

It's the audio equivalent of traditional visual branding - but with some added super powers.

Sound (and especially music) is powerful because it can carry information subtly and communicate subconsciously – making it less intrusive than visual stimuli.

Sound is a superior communicator because it can be broadcasted, and people cannot shut their ears. When applied effectively, sound can ultimately form emotional connections with an audience, and work wonders for brand communications.

However, many organisations inadequately use sonic branding; they struggle to translate their brand values into sound, implement it incongruently amongst other marketing elements, and generally underestimate the role of emotions in brand communications.

Often, sound and music is a last minute addition to marketing campaigns, which tend to favour visual branding. Music has been marginalised - because of it's intangible, complex nature.

Now more than ever, considering how a brand sounds as well as how it looks, is crucial. Most modern marketing media is audio-enabled and consequently, sound is ubiquitous. If a brand wants to stand out these days - a sonic strategy is a fundamental way to be heard.

What is Sonic Branding?

In the same way a visual brand helps identify who you are and what you stand for, sonic branding means you're recognised for how you sound.

Where visual logos, typography, tone of voice, and imagery choices would usually be, Sonic Branding involves the creation of musical and sonic assets. Informed by research and strategy, it also discovers how to truthfully reflect a brand through sound, and reach the intended audience in the most impactful way.

Without a sonic brand, your brand identity is deaf. As bright and enticing as the visuals may be - that's only half the picture. It's like watching a movie on mute.

Your brand might already be using music, but without sonic choices being aligned to brand strategy, it's like you're hearing the soundtrack of another movie.

Unconsidered or misaligned sonic choices can make telling your story difficult - and can do damage to a brand by communicating inconsistently.

Instead, having an informed sonic brand which is as impactful as your visual brand, has synergistic benefits.

How Does Sonic Branding Work?

Sonic branding mirrors traditional visual branding by using informed strategy to communicate a brand's essence through sound and music.

Sonic Identity is the audio equivalent of traditional brand strategy. 

It is a song approximately 90 seconds long which includes the melodies, moods, timbres, samples, concepts, voices and rhythms to be inform other audio touchpoints - such as the sonic logo.

It can also be used as an asset in itself (for example accompanying a TV ad) and is usually adapted into alternate versions and genres to flex to varying content.

Sonic Logos are the audio equivalent of visual logos and are usually between 1-2 seconds long, most commonly heard at the end of branded media content such as TV and Radio ads.

Example: McDonald's whistle logo. 

Music Mood is the audio equivalent of a brand's tone of voice used in copywriting.

It includes the genre, mood and intent behind music - and how this reflects brand personality - as well as the actual sound of voice used in brand communications. This is communicated through a brand's in-store and on-hold music, as well as any branded media such as ads or social content.

Example: Nike's predominantly contemporary and urban music choices in-store and on branded media such as social content.

Sonic Touchpoints are the audio equivalent of a brand's imagery choices and the places you see them, for example a brand's photography choice in a magazine.

In sound this can mean: podcasts, social media, TV, cinema, in-store, online, radio, on-hold, product sounds.

Example: Dove's use of female voice over artists and calming organic music accompanying their ads to mirror their visual direction of real-looking women on billboards and magazine ads.

Sonic Branding has been a quietly growing movement in recent years. With the rise of digital media, platforms such as TikTok and the shift to online marketing - it’s certainly not something which can be muted any longer.

Future-proof your brand with sonic branding - contact me for a free 20 minute consultation.