We are all aware of the power of visual marketing and the effect that it has on the consumer. If we are to think of some of the most successful worldwide enterprises, companies that cater to a mass audience and make up part of today’s mainstream culture, there is no doubt an image attached to that name. Take Window’s world-famous logo, Netflix’s big red ‘N’, Mastercard’s red and yellow overlapping circles – all household brands with simple and aesthetically satisfying trademarks. It is the power of these graphics that said businesses rely as the first engagement with potential buyers, the very first indicator of their existence as a company; a memorable and eye-catching logo equals more customers.
The power of branding is not just refined to visuals, however. Something that is overlooked and often neglected when marketing a business is the use of audio, whether that be sound effects, slogans or music. What accompanies Netflix’s big red ‘N’ when it appears upon the loading screen? The well-known ‘tadum’ that signifies the opening of the app. It is near impossible to envision the Windows logo without hearing thar four-note melody, nor the Mastercard emblem without imagining the famous synchrony of beeps attached to it. These are slogans and soundbites that are ingrained and imprinted into the minds of the consumer. Whether or not the customer is conscious of it, these audio-snippets encourage engagement between themselves and the company that created and trademarked it.
Associating a sound, or sonic, with a logo to create identity and reputation is essentially what sonic branding entails. Take THX, for example. The San Francisco audio company created their trademark – the famous ‘THX deep note’ – in 1982, a series of sonics related to the image displayed before a movie in the fashion of a sound test. The high fidelity audio builds to the iconic low keyboard note before ascending into a piercing shrill, perhaps one of the most intense yet compelling examples of sonic branding out there. Without the use of dialogue or slogan, THX are subliminally introducing their high-quality audio production techniques – their unique selling point – to their audience by displaying the very thing that they specialise in. THX’s own trademark is just one of the many examples of sonic branding done correctly. In coining a creative and stand-out audio trademark, THX have successfully spread the message of their brand amongst the mainstream, one that is now automatically related in the public’s mind to their purpose and service as a company.
Or, instead of using a sound, music. Song can be a powerful tool in evoking emotions and ingraining itself into the memory of the consumer. There is a seemingly endless amount of past and current examples of music accompanying a businesses’ branding for a number of reasons, one being that it is arguably one of the simplest forms of sonic branding that a business can use. Precious time and effort can be conserved that may have been spent on studio hire and sound engineers by using an already existing number. Additionally, the catchiness of music may be more likely to intrigue the customer. Jess Glynne’s “Hold my Hand” has and still is famously used by Jet2 on their advertisements and announcements, an earworm of a song that most people that know it now associate with the airline company. It’s upbeat melody and lyrical content make the song the perfect sonic for a business like Jet2, who’s advertising campaigns include footage of families and couples enjoying the sun and sea abroad.
If you are a business looking to boost your customer engagement via sonic branding, it may be worth thinking about what it is that your brand promotes or provides, and how this can be exhibited through sound. THX’s ‘deep note’ boasts their audio capabilities, Jet2’s use of ‘Hold my Hand’ evokes feelings of holiday nostalgia and happy memories – what do you want your company to be associated with, and how can you achieve this through the use of sonics? Coming to this conclusion will help showcase your company and attract the right clients. It is not only in social media, radio or TV advertisements that sonics can be used to expose your brand either. A company that is successful in their use of sonic branding will find a way to make their sonic heard at any available opportunity, within reason. Slogans can be used to break up hold music, for example, or if a song is your choice of audio trademark, this can be played regularly in reception areas, in-store, or whichever is relative to your business. Frequent social media posts, ‘reels’ or ‘shorts’ are a great way to incorporate your sonic into a video and gain maximum exposure too. In this current climate, whereby social media plays such an integral part in exposing your business to potential clients, it has never been more crucial to attach a memorable and unique selling point to your branding in the form of audio.
With sonic branding constantly evolving and more and more companies finding new and innovative ways to incorporate sound into their campaigns, it is essential to consider your businesses’ values and services and implement this into your choice of audio trademark. The ways in which your sonic brand can be used to attract custom are vast, and opportunity you’re your brand’s advertisement exists everywhere. Creating a unique sonic and using it in a strategic manner will undoubtably plant your company’s name into the minds of potential consumers and, eventually, draw in clients.