What is Sonic Branding?
Sonic branding is an intentional use of sound, also known as a sonic logo, to convey brand essence, which includes brand identity, vision, and mission.
A sonic logo is a short, distinctive sound or melody associated with a brand, which is primarily used to support visual logos in enhancing brand awareness and familiarity. Briefly, a sonic logo is an auditory presentation of a brand.
Overall, sonic branding has been strategically used by brands across industries to boost brand recognition and differentiation, subsequently creating a lasting impression. Choosing a descriptive sonic logo can make the brand stand out and resonate with the audience emotionally.
For instance, retailers often use specific background music to influence shopping behavior and elevate the in-store experience. Similarly, F&B brands often use distinctive jingles to create strong emotional connections and enhance brand recall.
Music is also becoming important in sonic branding strategy as research shows that music can communicate brand values and personality traits. For example, a study on The Effect of Audio Branding on Brand Personality discovered that playing modern pop music in stores can convey a sense of modernity and trendiness.
Key characteristics of a sonic logo
- Intensity: the loudness or softness of the sound. High intensity often grabs attention and signifies excitement, while low intensity creates a subtle, ambient effect.
- Pitch: the highness or lowness of the sound. A high-pitched sonic logo conveys femininity and friendliness, while a low-pitched one can imply masculinity and ruggedness.
- Pace: the speed at which the sonic logo is played can convey energy and urgency or calmness and relaxation.
- Voice: human voice elements can add a personal touch, making the brand sound more approachable and friendly.
- Timbre: the distinctive quality of the sound that distinguishes it from others, contributing to brand differentiation.
The Importance of Sonic Branding in Brand Identity
1. Sonic branding increases brand awareness
Sonic branding significantly boosts brand recognition. According to research on the effects of sonic branding, mere exposure to a sonic logo of a brand contributes directly to the ease of brand recall. The easier customers can retrieve the brand from their memory, the more positive attitude they will have toward the brand.
This is because we often use heuristics (mental shortcuts) including the ease of recall to evaluate information, especially under low-involvement situations in which we are not actively engaged.
Besides, a study by Mas et al. (2021) found that a well-crafted sonic logo can improve the performance of some areas in the human brain that are responsible for emotional responses. This indicates that sonic branding can effectively help brands capture attention and engage customers on a deeper level, making the message more memorable.
To further strengthen the effect, the sonic logo should work synergistically with the visual logo. In a world where consumers are bombarded with visual stimuli, the addition of sound helps brands cut through the noise and establish a distinct presence in the consumer’s mind.
2. Sonic branding helps depict brand personality
Sonic branding effectively conveys brand personality. For instance, a research paper on the role of musical timbre in sonic branding states that low-pitched sounds tend to evoke a sense of masculinity and ruggedness, while high-pitched sounds often suggest femininity and friendliness.
Also, the choice of instruments and timbre can further communicate specific personality traits, aligning the brand’s sound with its core values. For example, using feminine instruments like violins or harps often provides a sense of warmth and sincerity, while masculine instruments like saxophones or bass guitars can convey strength and ruggedness.
In reality, brands often increase the pace and intensity of their sonic logo to elicit a sense of excitement and uplift, which builds up people’s perception of the brand being creative and exciting.
Finally, selecting a relevant timbre or the distinctive quality of the sound can communicate a symbolic meaning of the brand such as pleasantness, aggression, sweetness, etc. This also contributes to the belief that sound always contains many emotion-evoked elements so it can help customers perceive and evaluate the brand’s personality traits.
3. Distinctive sound impacts purchase intent
People who are exposed to a 6-tone sonic logo in a commercial are willing to pay 16% extra for the advertised product, according to a study in 2012. To explain, a 6-tone sonic logo is not too short to evaluate or too long to remember so it facilitates the fluency in processing information.
When people find the sound engaging and easy to process, they are more likely to develop a positive attitude towards the brand if the actual content is brilliant. This positive feeling then translates into a higher willingness to buy the featured products.
Overall, the sound with a suitable length serves as a mental shortcut, making the brand more accessible in the consumer’s memory and reinforcing its value proposition.
4. The right placement of sonic logos improves customer attitudes
The placement of sonic logos within advertisements is crucial for optimizing consumer attitudes. According to Scott et al. (2022), placing a sonic logo at the beginning of an ad can make it more memorable and recognizable due to the primacy effect.
When a sonic logo is introduced at the start, it sets the tone for the entire advertisement. Findings show a sad sonic logo should be placed at the beginning as this leads to a more positive attitude toward the ad content since it informs customers about what will happen in the ad. Meanwhile, a happy logo should be shown at the end to maintain the audience’s positive emotions after the experience.
Examples of Iconic Sonic Logos in Reality
McDonald’s – I’m Lovin’ It
McDonald’s iconic “I’m Lovin’ It” sonic logo is a prime example of effective sonic branding. The catchy jingle is instantly recognizable, providing us with positive, warm, and friendly feelings associated with the brand.
Netflix’s intro sonic logo
Netflix’s intro sonic logo, characterized by its distinct “ta-dum” sound, sets the stage for the viewing experience, creating an anticipatory mood and reinforcing the brand’s identity as a leading entertainment provider.
Microsoft – Windows XP
The Windows XP startup sound is nostalgic and memorable, providing users with a sense of comfort and reliability. This iconic sonic logo has become synonymous with the user-friendly and dependable nature of Microsoft’s operating systems.
Coca-Cola – Happiness
Coca-Cola’s sonic logo, often associated with the sound of a bottle opening and the fizz of the drink, evokes feelings of happiness and refreshment, perfectly aligning with the brand’s messaging of joy and togetherness.
Nokia – Connecting People
Despite the failure in the mobile industry, Nokia’s “Connecting People” sonic logo remains an iconic and nostalgic tune that reinforces the brand’s mission of bringing people together through technology. The simplicity and clarity of the sound make it highly memorable.
Building A Distinctive Sonic Branding Strategy
1. Key principles of sonic branding
Building a successful sonic branding strategy requires adherence to several key principles. Firstly, congruency should be a priority when crafting an auditory logo. It should align perfectly with the brand’s visual identity and core values to create a cohesive brand experience.
Secondly, the ease of recall or memorability is another crucial element of sound branding. In other words, the logo should utilize simple, distinctive, and familiar melodies that are easy for the audience to process and remember.
Finally, emotional resonance also plays a significant role. The sonic elements should present the desired emotional response from the target audience, reinforcing the brand’s message and personality.
2. What small businesses can do with their sonic branding strategy
Small businesses should ensure that their sonic logos are simple yet unique, making it easier for consumers to remember and associate with their brand. Utilizing affordable tools and platforms, such as online audio libraries and DIY sound editing software, can help small businesses create professional-sounding logos without incurring high costs.
Additionally, small businesses should integrate their sonic logos consistently across all customer touchpoints, from their website to social media channels and physical stores, to reinforce brand recognition.
Lastly, they should actively seek feedback from their audience to refine and improve their sonic branding efforts, ensuring they resonate well with their target market.
3. Mistakes to avoid when crafting a sonic logo
One critical mistake to avoid is overcomplicating the sonic logo design with too many elements, which can make it difficult for consumers to remember and identify.
Another mistake is overlooking the importance of testing the logo for brand fit and emotional impact; a sonic logo that does not evoke the intended emotions or match the brand’s identity can confuse and alienate consumers.
Additionally, failing to maintain consistency in the use of the sonic logo across different platforms and touchpoints can dilute its effectiveness, negatively affect brand recognition, and confuse target customers.
Read more: Brand Equity: How to build it and secure your brand success
Academic Sources:
Wazir, M. I., and Wazir, O. (2015) EFFECTS OF SONIC LOGO ON BRAND RECOGNITION OF THE ADVERTISED BRAND. City University Research Journal, 5(2), pp. 327–37
Mas, L., Bolls, P., Rodero, E., Barreda-Ángeles, M., and Churchill, A. (2021) The Impact of the Sonic Logo’s Acoustic Features on Orienting Responses, Emotions and Brand Personality Transmission. The Journal of Product & Brand Management, 30(5), pp.740–53.
Scott, S.P., Sheinin, D., and Labrecque, L.I. (2022) Small Sounds, Big Impact: Sonic Logos and Their Effect on Consumer Attitudes, Emotions, Brands and Advertising Placement. The Journal of Product & Brand Management, 31(7), pp.1091–1103.
Techawachirakul, M., Pathak, A., Motoki, K., and Calvert, G.A. (2023) Influencing Brand Personality with Sonic Logos: The Role of Musical Timbre. Journal of Business Research, 168, p.114169.
Krishnan, V., Kellaris, J.J., and Aurand, T.W. (2012) Sonic Logos: Can Sound Influence Willingness to Pay?. The Journal of Product & Brand Management, 21(4), pp.275–84.
Sy Chu
As an analytical and creative marketing enthusiast skilled in customer analysis, content research and brand management, my passion is help businesses gain insights into their brand and marketing strategies to drive impactful outcome to their success.
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Hi Alexie, thank you for reading the blog ^^. We can communicate via email if it doesn’t bother you. My email is minhthanglqd1@gmail.com