PHMG are the sonic branding specialists
PHMG have a wealth of experience in building out an audio branding strategy that delivers distinctive sounds. These sounds will resonate with your audience and encourage revenue generating activities. We’ve delivered audio marketing to some of the largest and most well-known brands in the world — you’ll have heard what we do without even realising it.
What is sonic branding?
Sonic branding is the use of sound to create a unique brand audio identity. Sonic branding can be used in advertising, marketing, and customer service. Sonic branding can create a strong emotional connection with customers and help to differentiate a brand from its competitors, such as between the Apple start up sound, and Brian Eno’s Windows 95 sound.
Sonic branding is most frequently used by big businesses to create a unique brand identity, but it isn’t restricted solely to conglomerates – smaller businesses can use sonic branding too. It can help set the tone for the company and can be used to create a memorable experience for customers. By creating an audio identity, companies can improve their overall listening experience and create a more cohesive brand. Your audio identity can consist of specific notes, pieces of music, specific voices, voice characteristics and more.
This type of branding can be used by any kind of business because it does not matter how big or small your business is. The reason why sonic branding has become so popular is because it is an effective way of creating a strong brand identity.
What is the purpose of brand audio identity?
One of the primary purposes is to create an instant association between a brand and its products or services. When someone hears a particular audio logo, they immediately think of that company. Think the McDonald’s whistle, or even the roar of the MGM lion before a film begins. This can be extremely beneficial for businesses as it helps to build trust and credibility with consumers.
Another key purpose of sonic identities is to create a unique sonic branding strategy that sets a company apart from its competitors. By having a distinguishable sound and implementing it appropriately, it can help customers remember your brand and make it easier to stand out in a crowded market.
ALL ABOUT SONIC IDENTITY
What is a sound/audio logo?
The use of sound in advertising
How sonic branding is used
The future of brand audio identity
Defining the components of brand audio identity
Just like a visual identity would use aspects like colour and shapes to create an emotional response with your customers, audio components of the identity will do the same thing. Instead of visual aids, a brand audio identity is recognised with voice, music, sonic logos, or even things like app notification chimes. You just need to leverage it to encourage customer interaction.
The two most important parts of a good sonic branding strategy
The way your business is represented via sound will depend on numerous factors. If you’re disruptive and in tech, you’ll want a louder and more upbeat track. If you’re in a more traditional space, then a more soothing noise would be a better representation of your brand.
As your audience starts to learn and respond to your brand, ensure you keep as much of it as consistent as possible to instil recall to your branding. Make yourself known.
The power of music & voice
It’s not just short pieces of audio that can make a sonic brand – long form songs and even voices can form part of the audio identity of a business. In fact, voice and music can sometimes be crucial factors to the effectiveness of your audio branding. Whilst many companies have a successful (and rather short) collection of notes to identify them, others utilise music and voice, as seen below.
Examples of brand audio identity & sonic branding
Some of the most famous brand audio identities are things like the theme song of a popular TV shows or jingles on the radio/on festive adverts. Truly successful sonic branding sees music and voice become entirely synonymous with a brand or product. Some of the most famous examples include:
- The spirited, operatic theme of the UEFA Champion’s League
- The immediately recognisable voice of legendary documentarian David Attenborough
- The sing-song ‘AutoGlass repair, AutoGlass replace’ jingle, replicated by the company in multiple languages across the globe
- Disney’s orchestral “When You Wish Upon A Star” theme that appears in most Disneyland adverts, before movies and more
- Goldfish’s iconic “The snack that smiles back” which combines music and spoken word with backing singers, and despite having evolved is still instantly recognisable
Tips for using sonic branding and building a brand audio identity
Commit to it
Tailor it to your audience
Cross platform suitability
How to promote using sonic branding
There are many different ways that you can use sonic branding to create a brand experience for your business. Some examples include:
- Using your sonic branding to advertise your products
- Using rich media (such as a video or a sound effect when a page is clicked on) to create an enjoyable on-site experience that encourages people to stay on longer, and engage with your content more
- Using music to sell your services by enabling your customers to recall your brand easily, and foster good feelings within them
- Using the time people spend queuing or holding on your phone call system to market your business by cross promoting additional products and services, drawing attention to your company history and so on
- Using music to create a positive atmosphere and set the mood in your business’s physical locations for your customers as well as your employees
- Using sonic branding to promote your products or services
PHMG can be with your company every step of the way during the creative process to build an effective brand audio identity and set you on the way for sonic branding success.
ALL ABOUT SONIC IDENTITY
Why is audio branding important?
How do businesses use audio?
What is an audio strategy?
Where can I use sonic branding?