At first blush, sonic branding may seem like a rather exotic concept. However, by grounding the process in extensive research and strategy, we can develop assets that genuinely reflect your brand yet are instantly recognizable to consumers.
It only takes 0.146 seconds for human beings to react to sound.
Sonic branding takes the normal challenges of a major marketing initiative (e.g., strategy, media planning) and introduces a new layer of complexity: developing a shared language so that you can give proper guidance to music directors, sound engineers and even musicians themselves.
Evaluating the talent of potential sound designers.
Adapting sonic brand for specific channels (e.g., in-store POS, smart speakers, etc.)
Making the business case and securing internal buy-in.
Applying an objective framework for evaluating creative explorations.
Creating a channel strategy for your sonic brand.
Positioning your sonic brand among those of your competitors.
25% of U.S. households already use smart speakers
Whether through licensing existing music or engineering entirely new sounds, a fully realized sonic brand is perhaps the most under-appreciated of all marketing tactics.
When properly implemented, a sonic brand registers with audiences instantly—even in the most crowded of spaces.
Cultivate a powerful brand presence in channels with no visual elements whatsoever, such as podcasts or purchases via smart speaker.
Because most brands invest only the minimum amount in sound, i.e., stock music, any incremental spend in sonic branding delivers outsized impact.
By most metrics, sound’s ability to evoke powerful emotions far exceeds that of visual stimuli—which translates into more meaningful engagement with your marketing efforts.
To counter the steady influx of low-cost imitator products, sonic branding can be integrated into product design itself to create a more exclusive experience.
Sonic branding can translate into different markets—even those with non-Latin alphabets—with far greater ease and consistency than visual brandmarks.
Unlike campaigns or logos—whose shelf lives can be as brief as a few years—a sonic asset typically lasts decades, e.g., United’s Rhapsody in Blue.
62% of the U.S. listens to online audio on a weekly basis