An Introduction to Audio Branding
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In this article, we will explain audio branding, often referred to as sonic branding, and discuss three things: the basics of audio branding and why it's becoming increasingly important. Audio branding does require the artist to have strong knowledge of music production and sound design, a complex skill that sits outside of traditional branding.
Defining Audio Branding
Simply put: audio branding is the use of sound and music to create a unique brand identity. It can include everything from a tune or a musical theme to a sound effect or even a voiceover. Sonic branding is not a new concept, but it’s becoming more popular and more important as people consume more content through audio channels like podcasts, streaming services, and smart speakers.
Most of us are not aware that audio plays a role in branding
Generally speaking, we easily recognize audio logos and audio linked to certain brands. Not because of the emergence of voice assistants per se, but rather the impact it has on the emotion of customers as well as its influence on brand recognition. A big advantage for companies is that it doesn’t take much effort to let customers hear their brand sound.
Take Netflix for example, every person that watches series and movies on this platform will recognize the sound when firing up Netflix. https://www.youtube.com/watch?v=GV3HUDMQ-F8
So what makes this “audio logo” important? Branding relies a lot on the psychology of customers. This is also the case for audio branding. Just like an advertising tune, which we tend to link with brands, a simple sound linked to a brand can have pretty much the same effect.
One of my personal favorites is HBO’s brand sound: https://www.youtube.com/watch?v=O08PQRA6MLo
Overall, many companies still don’t have a sound related to their brand and are actually missing out.
Proximus (Belgacom), a Belgian telco provider famously used Wim Mertens’ “Struggle For Pleasure” to the point that, a masterpiece of a song, would remind people of Proximus (Belgacom). https://www.youtube.com/watch?v=5zAOAlrHd2Y
Sound and music reach far beyond volume and tone
Often it takes knowledge of sound design when producing a novel sound for a certain brand, rather than samples or buying the rights to music.
As a business owner or marketer, you know that branding is more than just a logo and a tagline. It helps people recognize and remember your brand. Especially nowadays, as users are overloaded with all kinds of content and ads, audio branding helps by using a different channel and slipping through conventional, mostly visual, advertising. Let’s dive a little bit deeper into the subject of audio branding.
Audio Branding is Nothing New
One of the earliest and most successful examples of sonic branding is the Intel Inside brand sound from 1994 or even ICQ’s startup tune and message audio feedback in 1996. However, audio branding has been around for ages and became a key marketing tool in the 80’s.
The Importance of Audio Branding
First and foremost, it produces a recognizable brand identity, which more than often results in an increase in brand loyalty. Also, it differentiates your brand from the competition. And, equally important, audio branding helps in creating an emotional connection as music influences people’s emotions. This provides the opportunity to create a positive relationship with your brand
Impacting Brand Perception and Customer Behavior
Music affects people’s perceptions and behaviors. Something that has been proven many times. Classical music can alter the customer’s perspective of a product, creating the impression of a luxurious product. As for customer behavior, music tends to positively influence the time a customer spends in a shop.
Audio Brand Production
As mentioned before, it takes a music composer and producer to create a successful audio brand. This is Hollywood composers and producers, such as Hans Zimmer, tend to be in high demand for this. There are many similarities in creating a film score, such as understanding the brand’s personality and values, which is comparable to the genre of a film and the emotions that certain scenes have to evoke.
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