Sunil Kumaran, COO, Big FM, writes about how sonic branding is capturing the brand’s USP, values, and mission through sound that creates an instant connection, extends beyond marketing and has become an integral component of a holistic brand strategy
In a world that’s constantly evolving and filled with sensory overload, brands are racing to leave a lasting imprint on consumers’ minds. While visual branding has always been the flag bearer, today, a new player is enjoying the spotlight – Sonic Branding. At its core, it is the art of using sound to establish a unique and memorable identity for a brand. It’s about capturing the brand’s USP, values, and mission through sound that creates an instant connection. As our attention spans are diminishing by the day, studies say it has dipped to as low as 8 seconds, this sound trademark emerges as a potent tool for brands to build recall and forge a distinct personality.
Today, sonic branding extends beyond marketing and has become an integral component of a holistic brand strategy. As the journey to build an unforgettable brand experience begins with the consumer, every touchpoint – from an app notification to a customer service hotline, a website or a brick-and-mortar store – is an opportunity for brands. These touchpoints, when thoughtfully crafted, build a more immersive brand experience resulting in a powerful brand perception.
The ultimate goal of sonic branding is primarily twofold: creating recall and building personality. While there is no one-size-fits-all approach with brands, sonic branding allows the brand to shine through, aligning the auditory identity with the brand’s personality. The endeavour is that when consumers hear a brand’s distinctive sound, it should stimulate an emotional response. Hence, brands are intentionally working towards developing sonic signatures, a concept which is gaining momentum internationally. When your brand becomes as familiar as your favourite song, consumers are more likely to choose it amidst a sea of options. It’s about creating that comforting sense of ‘home’ in the minds of your audience.
There is no doubt that visual branding is a formidable force, but when combined with a prominent acoustic experience, the impact deepens multifold. While the former captures the attention of consumers through design, colour and imagery, the latter augments the communication by engaging the auditory senses. Together, it gives a wholesome experience offering a unifying element that can transcend platforms, ensuring that the brand’s identity remains consistent whether a consumer encounters it through a television ad, a website, a mobile app, or an in-store experience. Hence, brands leverage these two tools making their campaign a multi-sensory experience that deepens the brand-consumer connection.
Another crucial aspect to take into consideration is whom we are engaging with. While the audience varies for each brand, sonic branding becomes an imperative tool while talking to a younger TG. According to a recent study, 75% of Gen Z consumers say that music makes them feel more connected to a brand. One can neither deny the cultural impact nor the power to influence consumption patterns that they hold. This marks a fresh perspective for marketers as this demographic cohort is emerging to be the new decision makers. This generation also consumes most of the content on their headphones, giving the sound a boom for the brands.
Furthermore, with the advent of the digital age ushering in new opportunities and challenges for sonic branding, the potential for it to reach a global audience has grown exponentially. However, the digital realm also introduces new layers of complexity, as brands must adapt their auditory identity to different devices and contexts. Consider the emergence of voice assistants like Siri and Alexa. Sonic branding has become integral to their user experience. Brands must now consider how their auditory cues sound when spoken by a voice assistant, ensuring that the brand’s identity remains intact in the voice-activated world. The key is to maintain consistency which is adhesive and ensure that the soundscape is instantly recognisable and seamless across all consumer touchpoints.
In today’s fast-paced digital age, this fresh marketing tool continues to evolve and offer insights into how brands can navigate the complex landscape of consumer engagement. One can say with conviction that establishing a sonic identity will soon become an indispensable part of a brand’s journey and when implemented in the right manner, it will become its biggest asset.
