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There is a chance you’ve heard of the concept of sonic branding, as it is continuing to gain popularity. According to Deloitte, Sonic branding is the concept of utilizing auditory elements to help brand your product or service. It can also be referred to as audio branding, sound branding or acoustic branding. Now more than ever, we have developed a stronger connection with music. It can drive our mood and has become a big part of our identities, helping shape our decisions and preferences. Music and sound continue to play a big part in our everyday lives, and sonic branding is being used by more than just corporate brands; it’s used by local businesses, artists, the hospitality industry and just about every industry that you can think of.
In today’s world, social media platforms and music streaming services play a big part in our everyday lives, and sonic branding has become an important part of marketing and brand power. Kantar’s BrandZ research found brands with “strong brand assets achieve 76% higher brand power and 138% higher perceptions of advertising strength.”
One industry that is embracing sonic branding is the highly competitive hospitality industry. Hotels look to create an ambiance that will set them apart through music heard through their lobbies, elevators and hallways. Background music or other sound masking tools are utilized in open floorplan offices and provide a similar reprieve from acoustic annoyance.
Restaurants, bars and lounges set themselves apart by creating an identity that is strongly tied to every aspect of their brand. Having a great set of playlists and combining this with live musical acts is a way of setting your venue apart. Music is an important continuation of menus, decor and vision. If done successfully, this can support a pleasant environment in which patrons will feel comfortable resulting in higher consumption. Here are five reasons why sonic branding is important.
Makes Your Brand Unique
In today’s media-oversaturated market, setting your brand apart is vital, and sonic branding can help by creating a sound and vision that is exclusive to your brand. According to AudacyInc.com, radio ads with sonic branding elements are shown to drive a 17 percent lift in ad recall and a 6 percent boost in purchase intent.
Correlates With Certain Memory or Product
Think of the times when you used a product or service based on the feeling you get from watching a certain ad that features a song or jingle that takes you back to nostalgic or happy memories, you recognize what product or service that is. When using sonic branding, you are creating the same experiences for consumers.
Music Is the Universal Language of the World and Connects Directly to Our Emotions
Understanding the power of music and the connection that certain songs/sounds have on an individual helps marketers perfect the use of sonic branding to connect with their target audience. This starts by figuring out what identity they want to portray to their audience, the type of emotional connection they want their audience to develop and how they want to set themselves apart from the competition. Using sounds or music when advertising does the talking without talking about the message or character of the brand. It helps your audience connect with your brand regardless of language or culture, as they are connecting with the feeling that the music is making them experience. According to a TikTok Marketing Science study, if a brand’s TikTok video features a song that is popular on the platform, “68% of users say they remember the brand better, and 62% say they’re more curious to learn about the brand.“
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It Is Timeless
Think of the “ta dum” sound you hear when you open the Netflix app. We have learned to associate it with the brand. When you hear the phrase “I’m loving it,” you automatically think of McDonald’s. What about, “Like a good neighbor,” I bet you completed the jingle by singing “State Farm is there.” Or the oldie but goodie “The best part of waking up is Folgers in your cup” jingle. These jingles/sounds have proven to be timeless; they have been around for many years and continue to stay relevant and get recognized by all different audiences.
It Showcases Brand Values
Being authentic with your sonic brand is extremely important! This is when you will have an opportunity to showcase what is important to your business and what values set you apart from your competitors, while also creating a loyal audience. This is especially important in a market where audience interest and retention of advertising continues to decrease.
3 Ways to Implement Sonic Branding
Find the groove or vibe for your brand: Think in terms of beats per minute, emotional keys (happy, sad, etc.), religious or political and clean or dirty. You want to make your sonic branding catchy and memorable while keeping it short.
Music Programming: Think of the feeling and experience that you want your consumer to have and create a playlist that will provide that feeling. Have different playlists, as sometimes your consumers can vary depending on these times and days. Having music playing in the background makes for a more fun and inviting experience. Depending on your needs, you could consider installing a playlist service with custom music curation (full disclosure: my company offers this service).
Add live music: Live music is always an attention-grabbing element; it can attract more customers or keep patrons at your venue or restaurant for a longer time. Have a DJ, singer, band or instrument be a regular part of your music programming. Get unique with a combo of DJ and instrument — this is such a great way to elevate your guest experience and make them want to come back.
In conclusion, sonic branding is such a great way to set your brand apart by using music or sound. This way of marketing a business is continuing to increase in popularity, don’t be left behind, elevate your brand and create a vision that is just your own.
