Sonic branding, the art of incorporating custom and curated sounds into brand marketing, as of recently, has only been harnessed by big brands. Small business marketing models are prime for branded sound and should be paying attention to this new phenomenon in sensory marketing.
But is it too expensive?
Sonic branding is not just a six or seven-figure sonic branding package. Instead, it can be as simple as incorporating (or omitting) one or two simple branded sounds within a brand strategy.
Sonic branding is accessible and attainable for brands both big and small.
The beauty of sonic branding is that it can be anything. It doesn’t have to be a pricey licensing deal for the latest popular track. Instead, it could be a 3-second sonic logo, theme music for a brands’ podcast, a start-up sound for a piece of tech, functional sounds for apps, rhythmic vibrations for hardware. It could be for curated music playlists for brick and mortar shops, catchphrases (sing-songy or not), jingles for digital advertising buys, the actual sounds a physical product does and does not make, and the list goes on.
Sonic branding is all about creativity through sonic waveforms.
Big business or small business doesn’t matter. The trick is; “sound on purpose and sound on brand.”
Business Advantage
According to a recent IPSOS study, only 8% of marketing assets included sonic cues or music. However, when distinctive brand assets were used, those with sound were 8.5X more likely to be high performers. For perspective, visuals were ranked as only 3X as likely.
A lost opportunity?
Yes.
Knowing that these are such high performers in marketing should send everyone flooding to the sonic branding agencies to get their branded sounds. But that hasn’t happened quite yet.
This is the opportunity of a lifetime.
Small business could catch on to this before their competitors!
Now is the time to work on your brand persona using the most relatable assets to bond with our customers and consumers; the senses.
Building brand persona through the senses
Today’s consumer wants to believe in a brand. They want to understand who they are and what they stand for. Therefore, your brand’s persona needs to shine through. Although the customer’s persona is valid and vital, if a brand’s “voice” isn’t clear, the customer persona is pointless.
We have five senses at our disposal to incorporate into the brand; sight, sound, smell, touch, taste. Full use of every sense may not be possible (yet) for every brand and with every product. However, all of the senses need consideration for their inevitable use in the future.
For example, if you sell mattresses online, you need to transmit the look as well as the feel. Why else would Purple Mattress do the egg challenge?
What about those highly addictive Instagram travel pages in some unique tropical locations? They use music to put you in the mood and get you longing to travel to their destination.
As I’ve mentioned before, the beauty of using sound in brand strategy and marketing is that it can be used in more creative ways than just a sonic logo or a jingle. Sound branding is just that; sound. Sound can be anything. And using one sense correctly and effectively can trigger more senses just by the emotional connection.
For example, have you ever heard Israel Kamakawiwoʻole’s version of Somewhere Over the Rainbow? If not, listen again, and I dare you NOT to think of tropical locations. Why? I feel like I don’t need to explain that one further than saying that with one song or one sound, you can be transported into the world of that sound or that song.
That is power.
Longer lasting and cost-effective
Feelings and emotions through sound, when presented correctly, do not go away. Once a subconscious has made up its mind, it is hard to sway.
With the power of emotion, a product has the potential to be remembered and recalled far longer than without.
We all know that acquiring new customers can cost five times more than retaining a current customer. Not only that, we also know that the best marketing is by organic word of mouth.
We invest in brand equity through sound, which builds up brand loyalty and avocation. Brand Ambassadors are the best kind of customer to have because they’ll bring more customers’ calling. They talk about how the brand makes them feel and how it might make that new customer feel.
Brand Ambassadors speak emotionally. That is human sincerity at its core.
I’ll leave you with this
When you plan out your marketing strategy next, take some time to think out your brand persona in the context of senses, especially sound. Although it may feel strange at first, remember, you already do this with your brand’s visual persona. Thinking beyond that one sense will expand your brand’s reach exponentially.
There is a lot of creativity available through sonic branding. Most haven’t been invented yet. I, for one, am excited to see small and mid-size companies start to realize this, innovate and excel.
Dreamr Productions would love to help. Contact us today for more information
Not ready to hire someone yet? No problem. For more ways to market with purposeful sound on your own, check out my eBook at Sound In Marketing Learning.
