Music has been used as a branding tool for decades, with some of the most memorable campaigns and commercials ever utilising catchy songs to promote products. Music can easily trigger an emotional response and convey feelings and messages that evoke loyalty and help distinguish your brand from competitors.
Select a melody that reflects the identity and purpose of your brand—a fun and light-hearted sound for a kid-oriented business or a relaxed, mellow feel for an environmentally conscious company. Once you have your theme song, use it throughout all marketing campaigns—from television and radio commercials to digital ads and more—to build a strong auditory identity for your business.
As consumers become more digitally-savvy, the need for businesses to focus on their branding strategy has grown exponentially. For those looking to increase customer engagement and generate brand recall, sonic branding is an increasingly popular option.
What is sonic branding? Put simply, sonic branding is the practice of incorporating unique and recognisable sound or music to create an identity for a business, product, or service. This audible element helps to build recognition, as well as provide customers with a more comprehensive experience.
From a scientific perspective, sonic branding uses the science of sound to emotionally engage customers, forming a lasting impression and ultimately aiding with brand recall.
On an unconscious level, the association of sound with an organisation can evoke particular emotions that directly influence a customer’s perception. Furthermore, by providing an immersive sensory experience, it provides an opportunity to have an interactive dialogue with consumers, thus strengthening their connection to the brand.
For those wanting to integrate sonic branding into their marketing efforts, here are some tips to consider:
- Find a sound that is unique: Find a unique sound that is distinct to your brand, so customers can immediately recognise it.
- Research existing sounds: When creating a sound, ensure it’s not being used by any of your competitors.
- Simplicity: While you can use music or a sound that is more complex, it’s best to use simple sound bytes to communicate the core elements of your brand identity.
- Aim for consistency: Consistency is key when creating sonic branding, as this ensures customers can recognise it regardless of the platform.
Sonic branding is an effective way to increase brand recall, customer engagement, and ultimately create a lasting impression with your customers. While there are a variety of elements to consider, once it’s successfully integrated, the results can be extraordinary.
About us and this blog
Onhold Studio has been developing custom on hold audio messages for almost two decades! We specialise in audio marketing for both VoIP and conventional telephone systems. Our team can handle every step of the process for you, whether you need music or on hold messaging, call menu options, or out-of-hours audio messages.
