Jake Sanders wrote a blog post titled How to Create an Audio Identity with Sonic Branding.

« The essential task for marketers is to capture and hold attention for their brand. Sonic branding and audio logos activate emotion and memory in ways visual or textual cues cannot match. However, having a jingle isn’t a magic marketing pill. For sonic branding to be impactful, there has to be an emotional fit between the audio identity and the brand itself. »

« The modern marketing mix is mostly on mute. Marketers are obsessed with direct response campaigns with rational calls to action, preferring personalization & targeting over category awareness, budgeting for short term sales windows versus long term branding goals. »

« Distinctive brand assets are any piece of marketing material that serve as representations or stewards of your brand’s character – colors, taglines, fonts, characters – assets that signify and ingratiate your brand in memory. What sound does your marketing make? Can the audience hear your distinctive brand assets? »

« The “returns” or network effects from the strategic use of distinct branded assets, particularly audio logos and sonic branding, most likely won’t show up in 24 hours, but the memorable effects within the marketplace can potentially last generations.  »

« “The goal of advertising/marketing is to first get noticed and then build and refresh memory structures through relevant associations, not convince an emotional and distracted audience of the rational/unique merits of a product.” »

« How FAST do you want someone to connect your brand marketing to their emotion and memory? Music impacts us immediately and deeply, whereas other sources of stimulus have to work through several layers of cognition before they’re tagged with an emotional memory. »

« Now, take into consideration how sonic branding and audio logos activate emotions and memory and imagine how much quicker and deeper a sonic branding impacts an audience and drums up brand associations versus alternative means of messaging. No comparison. »

« Pilfered from Halo, a truly brilliant UK branding agency, their four principles of a brand, Context, Narrative, Identity, and Experience, can provide a rough framework to discuss how to shape your brand’s audio identity. »

« The context in which your brand is experienced needs to be considered when composing an audio identity. Here are some starting questions to understand your brand’s audio identity and context;

  • What sounds surround your product or service when it’s being purchased? 
  • What sounds emanate from your product when it’s being engaged? 
  • What does the process of production for your product or service sound like? »

« There are many ways, adjectives, metaphors to describe a brand, but what can be most instructive in building an audio identity, is the voice of the customer or consumer.

  • What do customer sentiment indicators say about brand perception?
  • In actual reviews, what adjectives are used to describe your brand?
  • In case study interviews, how is the experience of your brand described?

These data points can help you begin to build descriptive characteristics and adjectives that put your brand’s audio identity into perspective. For more info, read our blog on how jingles and music impact our memories.  »

« Brand experience describes the sensations, thoughts, feelings, and behavioral responses evoked by brand-related stimuli. It’s how a package, promotion, placement, and price all impact the people. »

« Brand experience refers to the combination of brand strategy and customer experience, which is why sonic branding can be such a massive cheat-code toward memorability, recall, and distinction.  »

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