October 2, 2023
In today's rapidly changing marketing landscape, staying ahead of the curve is essential for brand success. One area that has seen remarkable evolution is the use of sound in branding. From the humble jingle to the comprehensive world of audio branding, sound has experienced transformation in the marketing realm that continues to evolve in importance and brand strategy.
The story of sound in branding begins with the advent of jingles in the early 20th century. These catchy, short musical compositions aimed to create memorable associations with a product or brand. A prime example is General Mills' "Have a Spoonful of Sugar" jingle for Cheerios in the 1940s.
The power of jingles lay in their ability to convey brand messages succinctly, facilitating brand recall. By associating a tune with a product or service, jingles established a unique sonic identity. However, the limitations of this approach became apparent over time, as brands realized the need for a more holistic auditory experience.
The transition from jingles to sonic branding signifies a shift from single, isolated melodies to a comprehensive auditory strategy. Audio branding aims to create a multi-sensory experience that aligns with a brand's identity across various touchpoints. This evolution reflects changing consumer expectations and advances in technology.
Advancements in technology have played a pivotal role in this evolution. The rise of digital platforms and the proliferation of smartphones and smart speakers have made sound an even more integral part of the consumer experience. Brands must adapt to these changes to remain relevant.
Audio branding encompasses a range of auditory elements that work together to create a cohesive brand identity:
Audio Logo: Like the visual logo, an audio logo is a brief, unique sound or melody that represents the brand. Intel's iconic chime is a prime example.
Brand Theme Music: Often used in commercials and marketing materials, brand theme music is a more extended musical piece that captures the brand's essence. Think of the distinct theme music associated with NBC or McDonald's.
Soundscapes: These are ambient sounds and effects that help set the mood and reinforce brand values. Starbucks, for instance, uses ambient café sounds to create a relaxed atmosphere in its stores.
Voice and Tone: The choice of voice, narration style, and tone in audio content also contributes to the overall auditory brand identity. Apple's Siri and Amazon's Alexa, for instance, have distinct voices that align with their brands.
Sonic Guidelines: Just as brands have visual identity guidelines, they now also have sonic guidelines that govern how audio elements should be used consistently across platforms.
The transition from jingles to audio branding represents a more sophisticated approach to sonic branding, one that recognizes the power of sound in shaping consumer perceptions. Several studies have shown that sound can evoke powerful emotional responses and increase brand recall. A study published in the Journal of Consumer Research in 2022, for instance, found that consumers exposed to music congruent with a brand's image were more likely to choose that brand over competitors.
The growing importance of voice assistants and audio-driven content means that brands must be audible and recognizable in an increasingly crowded auditory space.
To embark on a successful journey towards audio branding, brands must consider the following:
Understand Your Brand: A deep understanding of your brand's values, personality, and target audience is essential for crafting a meaningful sonic identity.
Collaborate with Professionals: Working with composers, sound designers, and audio branding experts is crucial to creating a unique and effective auditory brand.
Consistency is Key: Ensure that your sonic elements are used consistently across all touchpoints, from TV commercials to mobile apps.
Test and Iterate: Just as with any other aspect of branding, sonic branding should be continuously tested and refined based on consumer feedback and market changes.
The evolution from jingles to full-scope Audio branding is a testament to the ever-changing landscape of marketing. As technology continues to advance, brands must adapt to meet consumer expectations and leverage the power of sound to create memorable, emotional connections. In an era where consumers are bombarded with information, a well-crafted audio brand identity can be the key to standing out and building lasting brand loyalty.
As we move forward, the question for brands is not whether to invest in sonic branding but how effectively they can harness the auditory realm to craft a brand identity that resonates with their audience.
Willie Caldwell serves as the VP of Marketing and Client Engagement for PLAY Audio Agency. He holds a BM of Music Business and Management from Berklee College of Music and a MFA in Arts Leadership from Virginia Tech. He has worked as a professional actor, musician, artist, and educator for over 20 years. Prior to PLAY Audio Agency, Willie worked as faculty at Miami University of Ohio where he worked to build the Arts Management and Arts Entrepreneurship Program by developing curriculum in music business, arts marketing, and creative entrepreneurship.
