What is sonic branding?

The Apple startup sound ‘bonggggg’, the 20th Century Fox theme tune, and the Windows startup noise have an important thing in common. They’re highly effective examples of sonic branding, known by billions of consumers around the world.

So why is sonic branding so impactful and how can you use it in your own projects?

 

The definition of sonic branding

Sonic branding is a unique sound or series of sounds that are a key part of a company’s overall identity. Brands use them because customers recognise them immediately and they’re highly effective at creating a personal connection with their target audience.

Sonic branding embraces all types of sound associated with the brand, its products, and their use, including:

• Jingles

• Sound effects

• Words

• Music tracks

• Ringtones

• Voiceovers

 

Where are consumers exposed to sonic branding?

Consumers come into contact with sonic branding at different touchpoints and through various types of media including:

• Product advertising: The McDonalds "I'm Lovin' It" jingle was originally a hook in a Justin Timberlake song. It’s since become perhaps the world’s best-known example of sonic branding.

• Services: When you open the Netflix app, the iconic 'ta-dum' sound greets you, while the BBC News theme is instantly recognisable around the world. 

• Gaming: The PlayStation changed the video game industry in 1995. The start-up sound became synonymous with the product and each new model features a twist on the original jingle.

• Apps: Amazon spent months listening to voice recordings before selecting the sound of Alexa. 71.6 million Americans now hear this voice regularly when they ask for help.

• Corporate media: Walter Werzowa composed Intel's five-note logo in just 10 days. It’s evolved over that time but it’s still in use and instantly recognisable today.

 

Why is sonic branding so effective?

Sound, particularly music, creates a deep emotional connection with consumers. A Nielsen survey confirmed this, showing that audio-only adverts on Spotify achieve 24% greater recall than display ads. Advertisers, in particular, have understood this for decades.

The effectiveness of sonic branding builds with repeated exposure. This explains why we remember the lyrics to songs we heard decades ago, even if we can’t remember the name of the band that played it. The more you hear the same voice in an advert or combination of notes in a jingle, the more you recognise it and the more you trust it. 

Finally, for large and scaling businesses, music transcends language and culture. This universal appeal means that sonic branding is a key component when rolling out new products and services in different markets.

 

What impact does sonic branding have on consumers?

Sonic branding has the ability to create an emotional connection with a target audience. 

This, in turn, leads to greater brand recognition and helps establish a unique identity that sets it apart from its competitors.

Creative choices in the creation of a sonic brand can also ensure the final logo communicates a sense of the brand’s core values or elements of the brand experience, for example:

• Luxury: Whether luxury means precision engineering or design, or rare, vintage or heritage products, incorporating certain sounds, such as smooth mechanical sounds or sumptuous melodies can evoke a sense of quality design and execution.

• Happiness: Upbeat and catchy jingles can evoke feelings of joy and positivity. While fast, rhythmic beats can boost energy levels and make individuals feel more active.

• Trust: Familiar sounds with a recognisable cadence can create a sense of trust in a product or its functionality. For example, the simple, optimistic melody of Mastercard’s checkout sound reassures consumers a transaction is complete. 

• Creating a sonic signature that taps into these emotions can help brands evoke these feelings in their target audience. This can deepen the connection consumers feel they have with a brand which can result in heightened brand sentiment, brand affinity and recall.

 

Sonic branding and Universal Production Music

Sonic branding is a powerful tool for businesses and brands of all kinds. Check out what we have available at Universal Production Music to spark your next great sonic idea.

Among our extensive collection, we have 50 corporate audio logos that are tailor-made for instant brand recognition. 

Work with our team to build a custom music solution for your project when you register now with Universal Production Music.