When we tell people about the power of sonic branding, people automatically assume: “Oh, you mean like jingles?”
Jingles are those catchy little songs you remember hearing on the radio or seeing on TV and you couldn’t help but sing along. The Oscar Meyer weiner song. The Big Fig Newton. Have a Coke and a Smile. Jingles are a type of sonic branding.
What we’re tapping into is the power of sound to positively influence consumer attitudes and behaviors every time they engage with your brand. Big brands from Netflix to Mastercard to Apple have got this sonic branding thing down. You easily recognize the Netflix “tudum,” for example, and if you own Apple products you already know what to do when certain sound prompts are played.
But there’s even more to sonic branding than that.
Original music and songs associated with your brand can influence consumer mood, attitude toward your brand, and even decision-making. Music acts on the emotional centers of the brain and that’s where you want your business to be.
But surprisingly, many brands are missing out on the power of sonic branding.
In a 2020 Ipsos study, audio is a missed opportunity, the authors indicate. Brands underutilize the power of sound when in fact sonic brand cues improve branded attention by 8.53%.
Brands underutilize the power of sound when in fact sonic brand cues improve branded attention by 8.53%.
The sound of your brand evokes emotion. It sparks feeling, memory, nostalgia, good vibes. It’s less about the head, more about the heart. It goes into the user’s auditory system whether they choose to hear it or not. Plus, a pleasing song or sound lingers with the listener long after the song is over, meaning your brand has way more staying power than, say, a digital ad glanced at in passing.
Your brand song is a sound unique to your business, one that resonates and tells your story while leaving your audience happier, more connected, and more receptive to your business than before they heard it.
How to get started with sonic branding
MediaMark Spotlight has an award-winning songwriter Dave Gibson as our music director who works collaboratively with our clients and his team of talented singers and songwriters as well as videographers and producers in our very own Nashville studio.
Curious to know what your brand sounds like?
You tell us! We’ll make it memorable and make it musical. Because music makes money.
#musicmakesmoney #sonicbranding #songwriting #singersongwriter #nashvillesongwriters @davegibsonsongwriter
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