Sonic branding is about communicating the essence of your brand using audio or music.
If sound and music play such a large role in the media scape of today, doesn't it stand to reason that your brand must develop a consistent sonic or audio identity to complement your visual identity?
“If the whole world were blind, how would your brand be recognised?”
This is a question we ask our clients when we are explaining the concept of sonic branding.
So what is sonic branding and why is it important for brands?
Very simply, sonic branding is about communicating the essence of your brand using audio or music.
So that it serves more as a brand identity rather than just being a piece of memorable music.
Just as every human being has a distinct voice, which is instantly recognisable to their friends; brands too have the opportunity to create their own distinct voice based on their persona and values.
This ‘voice’ or ‘sound of a brand’ too becomes instantly recognisable over time and acts as a shorthand to unlock the emotion of the brand.
“Wait a minute”, says Mr Chief Marketing Officer, “Why do I need a sound for my brand? I already have a visual identity that I spent crores of rupees to develop!”
Aha, now we arrive at the nub of the discussion.
It is our submission that in this day and age, a visual identity alone will not suffice. Brands need to have a distinct sonic identity. And here’s why.
Visual identity is an offspring of the print era. An era when the consumer interacted largely with this 2D or static medium.
Thus, the logo was born, which soon evolved into creating a design surround that best represented a brand’s persona and values, and included colours and fonts for a holistic and consistent identity for the brand.
With the advent and growth of television, the visual identity was adapted for the dynamic medium. So now you had logos morphing, twirling and flying on to screen at the end of the communication. But there was one aspect of this new medium that was neglected.
The audio or sonic aspect.
This problem is only further highlighted in the digital age.
In a blindfold test across media, most brand owners will discover that their precious brand sounds different on different media, delivering an alarmingly schizophrenic experience to consumers.
Today consumers interact with four screens; mobile phone, laptop, television and the multiplex screens.
Try shutting off the sound on any of these and watch the devastating effect that it has on the impact of the medium and on the subsequent behavior of the consumer.
So if sound and music play such a large role in the media scape of today, doesn’t it stand to reason that your brand must develop a consistent sonic or audio identity to complement your visual identity? An identity that is holistic and strategic, rather that fragmented and tactical?
Globally, brands are discovering the enormous power of sonic branding.
The Intel sonic logo or ‘bong’ is a great brand asset and is worth several million dollars. Coke has used its ‘5 note’ theme to extraordinary effect across diverse markets to convey its brand essence of ‘happiness’.
There are many more such success stories and they are only increasing.
“So how does one create a sonic identity for my brand? I don’t know where to start”, exclaims my good friend, Mr CMO.
Well Sir, for an answer to that, all I can say is, ‘Watch this space!”
Rajeev Raja is former NCD of DDB Mudra and one of India’s leading Jazz and Fusion flautists. Currently, he is Founder & Soundsmith of BrandMusiq
