Over the past few years, we have seen several notable brands investing in their sonic identity; with Mastercard, Formula 1, Aldi, and Volkswagen amongst just some of the brands who have embarked upon sonic branding journeys. Our senses over the last six months have yearned for stimulation. But by focusing so much on vision, we often overlook the important information that sound can convey about brands. How sonic branding could ease voice commerce security concerns ... select items were eligible for discounts as high as 25% off on top of the standard deals for Prime Day 2020. The caveat: the additional value was only applicable when processed via voice. Sonic branding can help individuals develop a positive relationship with your brand (through the mere-exposure effect in psychology) and can help create richer experiences and convey information. It’s obvious that we as human beings feel what we hear and see so hearing has always been a part of marketing. It conveys a lot of negative emotional meaning about the threat of a shark. Audio branding isn’t new. The Netflix “ta-dum” is so much more than just a sound. They understood our vision and came to an understanding of the deep roots of our brand and company very fast. The Snapple company actually put a lot of thought into ensuring that this sound was distinct. That’s sonic branding in action. They made sure that the doors made a distinct “thunk” sound when they were closed because people associated this heavy sound with quality. In truth, music, and sound connect and inspire us, bringing us together, a universal language that transcends cultures, people, and geographies. And Skype did a lot of additional research about the sound experience that their users had along each sequence of the customer journey. And just last month, entertainment giant Netflix launched a new version of its sonic logo for cinemas, created by the legendary composer Hans Zimmer to zhoosh up its infamous “ta-dum” sound. It impacts viewers’ behavior – creating anticipation for great entertainment and encouraging them to settle down into their sofas for a few hours of escapism. However, uncertain our “new normal” may be, this new chapter is a ripe opportunity for brands to question how they engage with their audiences. Their research showed that 77% of customers thought the sound made their experience with Mastercard more trustworthy. One of the most striking examples comes from the movie Jaws. Sonic branding isn’t quite as well-known as the concept of visual branding, but for many companies and small businesses, it’s just as important. Meanwhile, a report from Deezer, a British industry body, the BPI, and the Royal Philharmonic Orchestra found that across the world, the streaming service saw a 17% increase in classical listeners between April 2019 and April 2020. Spotify ‘every day is like Sunday’ station, 17% increase in classical listeners between, 50% of all searches are being done via voice, MasterClass Unveils a New Visual Identity That Underscores Diversity of Thought and Knowledge, Audio Branding: Now’s the Time for Brands to Invest in Their Sonic Identity, Reuters Events Launches Strategic Marketing USA – Setting the Future of Marketing, Brand Evolution: How to Develop a Non-offensive Brand, Interview with Charlotte Holroyd on Ethical Branding, How To Brand a Podcast – “La Poudre” Case Study. Radio has boomed as a place of solace and real human connection for many, the Spotify ‘every day is like Sunday’ station aided the lockdown languor for millions. And with the latest version, Netflix has taken its prime piece of audio real estate and put it on steroids. Overall, there are many examples where companies have effectively used sounds to gain affinity and communicate distinction. Your email address will not be published. One example is the snap of the Snapple bottle when you pop the cap. And the stats show that we have capitalized on the mystic powers of listening on a monumental scale. Interview With Ken Segall – the Ad Man Who Placed the ‘i’ in iMac. However, sonic logos are just the beginning. This field is for validation purposes and should be left unchanged. What’s more, podcast listenership doubled this year alone, and an estimated 50% of all searches are being done via voice. It is clear that music and sound have never played a more crucial role and are reaching more people in more significant ways than could have been anticipated. Thanks for sharing this article with us all. Required fields are marked *. Remember the Italian’s singing opera from their balconies in order to boost morale, the soothing serenading of Spanish guitar players to their neighbors from isolation, and the British people standing on their doorsteps in the weekly Clap for Carers? About the AuthorMax De Lucia is co-founder and client director of specialist sonic branding agency DLMDD. And sound should be your answer. And when they started Skype Business, they changed the sound of incoming calls so that it was more formal, consistent with our notion of the seriousness and importance of “business.”. Sonic branding also helps with differentiation. Marketers often focus on communicating information through visual mediums like TV screens, phone screens, print advertisements, and billboards. Marketers often focus on communicating information through visual mediums like TV screens, phone screens, print advertisements, and billboards. Has the Premier League hit the back of the sonic branding net? Sounds can also convey positive emotions, and many brands have incorporated sound elements into their brand in a process known as audio branding or sonic branding. Save my name, email, and website in this browser for the next time I comment. If the original sonic logo had the effect of transforming our living rooms into cinemas, the new version by Zimmer turns cinemas into amphitheaters, highlighting why sound is such an essential ingredient for any brand. By: Dr. David Bridwell, People Scientist . Make no mistake; businesses across the world and all industries are faced with extraordinary challenges over the coming months. Sonic Minds where a sound specialist and for this medium of marketing we felt that expertise was essential. Fortunately, however, we had just the thing – music. in the world of psychology-driven marketing. Kids back to school, office lights momentarily blinking on, widespread confusion about how many people were allowed to meet in the garden and whether we should work from home. September 29, 2020 The Premier League's launch of an anthem ahead of the 2020/21 season, played at stadiums before kick-off, grabbed headlines in the sporting press. Another example of sounds conveying complicated psychological information for a brand is Volkswagen Jetta. However, sonic logos are just the beginning. The compounding price cuts certainly contributed to the record-breaking $1.4 billion saved this year on the event’s fifth anniversary. And it’s about time we must try to get familiar with sonic branding and improve our brand identity along with It. Right now is the perfect time for brands to stop and reflect on how to mindfully and effectively introduce their sound to the world. Even before this collaboration with Zimmer, Netflix held the gold standard in sonic branding: global fame. Because right now, people are listening. Music can be a warm hug, a favorite memory, a raving night out in the kitchen, a gentle encouragement to start the day, or a soothing note in the evening. Competition is high, spending is low, and uncertainty is still peaking as new lockdown measures are announced. And they also noted that the sound conveys safety by demonstrating that the cap hadn’t been opened yet. It’s nice to see that you’re helping your readers with such high quality content. It’s the opportunity to weave yourself into the public consciousness and connect with people in places their ears can reach, but their eyes can’t always see. You can probably recall the dramatic sound that’s made as the shark approaches the boat in the film. We live in a strange new world, and this year’s struggles have been varied, but for all of us, a common thread is the harsh cap on our sensory experiences. As doors were shut across the nation by schools, universities, offices, and gyms, we craved comfort, closeness, and connection.
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