Audio branding or Sonic Branding is using sound elements to define, strengthen, and solidify your brand’s identity. In the past, Marketers have undervalued this powerful branding tool. But now all the big brands are adopting it. With audio branding, you create an audio logo for your brand. It is much more influential than a visual logo as it cuts through the marketing noise like no other.
The goal of audio branding is to create a unique audio identity that connects the abstract audio elements of your brand with your target audience. According to Leicester University, “Brands that use music that is aligned with brand identity are 96% more likely to be remembered by consumers, than the brands that use unfit music or no music at all”. Sound, melodies, and rhythm have a persuasive effect on our faculties.
Let’s explore the Science behind Audio Branding.
1) We respond to sounds quickly
It captures the attention of your customer more efficiently. Sound and music have a significant effect on our memory. Remember in school, teachers used to sing loudly to make us learn things. Similarly, music and short jingles allow people to recall them easily. I still remember the introductory music of Tom and Jerry.
Similarly, brands are capitalizing on the audio memory of their audience. Netflix plays its sound every time a movie or show begins on its platform.
Take another example. Whenever Zomato sends you a notification or tells you that delivery boy has picked your order it will inform you with its unique sound on its app. ?
2) Sound affects our emotions
Music has the power to trigger feelings in a listener. It regulates our mood and emotional responses in the behavioral and neuronal aspects. Consistent and tailored musical choices help brands to put across their message to their potential clients. Sound impacts customer’s mood and purchase decisions. For instance, In 2012, BMW introduced an engine that used synthesized engine sounds, that pumps through the speakers of the vehicle. People felt the engine is powerful and the sales shoot up quickly.
The rise of online streaming platforms and audio mediums is pushing brands to explore the realm of sound. Sounds, voices, melodies humanize and unify a brand’s presence at various touchpoints. You can use audio on your website, apps, podcasts, etc.
Analyze your audience to create the right audio for them. The sound that appeals to people who are in search of security will be different from the sound that resonates with the younger generation looking for entertainment. Ask yourself, how old is your average customer maybe? What kind of brands do they like? What kind of audio do those brands have? etc. With the buyer’s persona and overview of your brand’s USP, you will create perfect sounds for your brand.
It is estimated that by 2022, 55% of households will have smart speakers. Thus, you need to create a distinct audio identity. Here are some benefits
1) CREATING MORE BRANDING MOMENTS
Branding moments means the point at which the emotional and logical sides of a consumer’s brain simultaneously engage while watching or listening to a commercial. It has a long-term effect on the perception of the brand. It is important not to overlook the importance of audio interaction. CEO of Starbucks said, “Music has played a pivotal role” in the company’s success. Starbucks plays music in the store to make customers feel more comfortable.
2) ATTRACT ATTENTION
In this incredibly noisy marketing world, you need to make your voice heard. You need to create a voice that resonates with your customers. When people are busy focusing on visual content, you will already be ruling the audio world. This way you’ll attract your target audience easily.
3) AUDIO CONNECTS ON AN EMOTIONAL LEVEL
Playing the right tune will send your message across in an impactful way. Melodies and rhythms connect human beings on a deeper level. Brands that use 5-7 notes in their audio logos are more likely to stick to the brain. For Instance, McDonald’s, Intel, etc have 5 notes logos. So use the notes wisely.
4) EXPAND YOUR REACH
People will hear you when they cannot see your brand. Even when your audience is occupied with other things they can listen to you. Audio branding ensures you connect with your clients even when their eyes are busy.
Winning customer loyalty is difficult, thus it is crucial for brands to do whatever it takes and stand out from the crowd. Audio branding makes your brand memorable and relatable. Now is the perfect time to turn up the volume of audio branding and reap the benefits.
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Written by - Arunima Sharma and Rishi Singh
