Why sonic branding is a sound strategy for marketers to break through the clutter

Today’s advertising landscape bombards us with visuals, making it a constant battle to grab attention and leave a lasting impression. Leaving a lasting impression amid the cacophony is a constant challenge. This is where sonic branding comes in, offering a strategic solution. It involves the deliberate use of sound and music to shape a brand’s identity.

It goes beyond mere background music and plays a crucial role in:

1. Emotional connection:

Evoking emotions: Carefully chosen music and sound effects can trigger specific emotions in listeners, creating a deeper connection with the brand. A playful jingle might evoke feelings of joy and excitement for a children’s product, while a soothing melody could create a sense of calm and trust for a financial institution.

Building brand association: Consistent use of sonic elements across various advertising channels (TV commercials, radio ads, online content) creates a brand signature. When consumers hear this signature, they instantly associate it with the brand, even without visual cues.

2. Enhanced brand recall:

Improving memorability: Catchy tunes and distinctive sound effects become ingrained in memory, making the brand more memorable. Consider the iconic MGM lion’s roar or the McDonald’s “I’m lovin’ it” jingle, both instantly recognizable and linked to their respective brands.

Creating lasting impressions: Sounds are processed by a different part of the brain than visuals, making them potentially more effective in creating a lasting impression.

3. Effective storytelling:

Adding emotional depth: Music and sound can subtly enhance the emotional impact of a story being told, adding depth and nuance to the narrative.

Highlighting key messages: Sonic elements can emphasize specific aspects of the brand story or advertising message, drawing attention to crucial details.

Examples of sonic branding:

Intel’s iconic “bong” sound is instantly recognizable and associated with the brand’s technological innovation.

Coca-Cola’s “Open Happiness” jingle evokes positive emotions and has become a signature element of the brand’s advertising.

Netflix’s iconic startup sound triggers anticipation and excitement for the streaming experience.

Distinctive identity

So the question is – what role does sonic branding play in creating a distinctive and memorable identity for a brand in the crowded advertising landscape?

Experts reckon that by incorporating sound strategically into their branding strategy, companies can foster deeper connections with their target audience and stand out in a competitive marketplace.

Sonic branding plays a crucial role in setting a brand apart in a cluttered advertising world, says Anil Solanki, Senior Director - Media Planning, dentsu X India. Just like visual elements, he adds, sound can evoke emotions and trigger memories, making it a powerful tool for brand recognition. A distinct sonic identity helps a brand cut through the noise and stay memorable in consumers' minds.

Rajeev Raja, Founder and Soundsmith, BrandMusiq, points out that we’re entering a new era of branding and marketing. In a VUCA World where Volatility, Uncertainty, Complexity and Ambiguity are the order of the day, brands are battling to reach consumers, not just for a share of mind, but for a share of heart.

“Raising a brand’s EQ or Emotional Quotient is becoming critical to marketers. Add to that visual clutter, screen fatigue, shorter attention spans and marketers are looking for ways to connect and engage with consumers in deeper ways. The sensoriality of sound and music presents a perfect opportunity. Enter sonic branding. It’s not just a jingle but a strategic way of expressing a brand’s essence using the science of sound and the art of music across multiple ‘earpoints’. Such a sonic identity has a lasting impact on consumers and considerably adds to a brand’s appeal. Which is why we at BrandMusiq say: #TheFutureIsSound.”

Sonic branding is a tough thing to create, nurture and turn it into a massive brand asset, says Naresh Gupta, Co-Founder & Managing Partner, BangInTheMiddle. That’s the reason why you see very few brands that have been able to do it successfully, he adds.

“What I find interesting is that brands that are in the audio business: like the ones who sell speakers, streaming devices, headphones, etc., whose business is sound, have not been able to do this. The ones who have cracked a good sound mnemonic are brands in the entertainment industry, movie studios, the streaming platforms, and maybe there lies some cues. The movie studios and streaming platforms live on someone else’s platform: on a movie theatre chain, a streaming platform or a smart TV, and there is a need to create a space for themselves. The stakes are very high for them as they want repeat patronising of themselves (and not just the platform),” says Gupta.

According to him, the brands that invest into sonic branding need a very recognisable differentiator as they may not always have a big creative idea that they have invested in for a long time to become a ‘signal’ for the brand. Another issue, according to Gupta, is that if there are too many brands investing in sonic branding, then we will have a scenario of audio overexposure and reduced recognition.

“Brands look at creating memorability for what they are claiming and selling at any given point, sometimes an audio signal is a great asset, and many times we may not need it. So, there is a Tadum that works for one brand, but I am not sure if this can become something that works for all brands,” he adds.

In today's multimedia landscape, having a cohesive sonic identity is more important than ever, points out Anil Solanki. "With consumers interacting with brands across various platforms and environments, consistency in sound helps maintain brand recognition and strengthens brand recall. Whether it's a TV ad, Radio, social media, etc. a unified sonic identity ensures a seamless brand experience for consumers," he adds.

It’s a highly competitive marketplace today and brands are having to engage with their consumers across multiple media and platforms, notes Subhash Kamath, Brand Consultant and Board Member & Advisor, BrandMusiq. “Especially in a digital world, where a lot of that engagement is through audio visual assets, sonic branding can play a huge role in creating more emotional connections with your audiences. After all, music goes beyond the rational message and creates emotional bonds,” Kamath points out.

Brand assets are what differentiate a brand from other brands. In a world of celebrities endorsing multiple brands, using them can’t be an asset, points out Sudarshan Banerjee, Ex-Senior VP & Head Marketing & PR, Nahar Group. According to him, standing out in a crowded marketplace is crucial for any brand. This can be achieved through various means, like:

• Highly distinct advertising: Think of Vodafone’s zoo-themed ads, instantly recognizable and linked to the brand.
• Unique colour palettes: Tiffany & Co.’s signature blue is a prime example, creating instant brand recognition.
• Branding that reflects purpose: The Whole Truth Food's branding emphasises honesty and transparency, aligning with their core values.

However, Banerjee says, achieving distinctiveness with these elements can be challenging. Often, competitors adopt similar approaches, leaving brands with few options. This is where sonic branding comes in.

According to him, sonic branding allows you to create a unique and ownable brand asset: a distinct sound or music associated solely with your brand. In conclusion, while other branding elements can be effective, sonic branding provides a unique opportunity to create a distinct and ownable brand asset, enhancing your brand’s memorability and emotional impact.

Sonic elements

According to Anil Solanki, advertisers strategically choose or create sonic elements by aligning them with the brand's personality and values. "For instance, a tech company might opt for futuristic sounds to convey innovation, while a luxury brand might choose elegant melodies to evoke sophistication. These sonic elements are carefully crafted to resonate with the target audience and reinforce the desired brand image," says Solanki.

It is important that advertisers strategically choose or create sonic elements to reflect the personality and values of a brand. That’s where the expertise of a good sonic branding agency comes into play, opines Subhash Kamath.

According to Kamath, creating a strong sonic identity for a brand isn’t just about hiring a music director and asking him/ her to create a tune. It needs a very good understanding of how brand identities and personalities are developed.

“It needs to be approached strategically first, and not just as a creative musical expression. Once you decide the brand’s core values and personality, you then have to map it with the kind of music stimulus that fits in with that brand type. At BrandMusiq, we use a full strategic process, including workshops to uncover that, before we delve into the music space,” he adds.

According to Sudarshan Banerjee, very few advertisers have done this well and consistently. In the Indian context, he cites the examples of Titan and Raymonds, “which have been timeless”. “Many ads create an identity/ music, and it works as long as the campaign continues and ends when the campaign does (Liril). More recently, IPL created a strong sonic identity, which holds it in good stead. Some brands have chosen sonic elements, but not necessarily one that reflects personality and values of the brand. For example, the opening bars of ‘Shark Tank India’ before a pitch. Netflix created ‘Tudum’, the sound that appears as the platform loads on your device,” says Banerjee.

Sonic identity

With the rise of multimedia platforms, it is important for brands to have a cohesive sonic identity that transcends different mediums and environments.

This is an important question, says Subhash Kamath. According to him, brands today have to navigate multiple platforms and mediums to reach their consumers. “And through multiple partners in most cases: advertising agency, PR agency, social media agency, event agency, celebrities, influencers, etc. So, marketeers have their work really cut out in maintaining consistency across all their different activities. A strong brand identity, including a sonic one, can be immensely useful in bringing about the consistency in the brand’s voice,” he opines.

“Multimedia platforms have been around for a while, and the brands have managed fine without going for a cohesive sonic identity or any sonic identity, so I don’t see that as an immediate deterrent,” says Sudarshan Banerjee.

“Yes, it is something one ought to develop for better recall, but that need has been alive for quite some time now. Digital content creation is shifting towards a more audio-visual execution and having a cohesive sonic identity could do wonders for brand recall. Today, most brands use their logo or a swipe/ frame from their brand book for the same – which is still unidimensional (visual),” he adds.

Building connections

Sonic branding plays a crucial role in building connections with the target audience by triggering specific feelings. Carefully chosen sounds and music can tap into specific emotions in listeners. A playful jingle might create joy and excitement, while a calming melody could build trust and security. This emotional connection fosters a positive association with the brand.

It also creates a unique brand atmosphere. Sonic elements can establish a distinct brand personality. Imagine the difference between the energetic sounds of a sports brand and the soothing music of a spa brand. This creates a specific atmosphere that resonates with the target audience's values and aspirations.

It enhances brand recognition and recall. Sound is processed by a different part of the brain than visuals, making it potentially more memorable. A catchy jingle or recognizable sound effect can become ingrained in memory, leading to higher brand recall and recognition long after encountering an advertisement.

And in a world bombarded with visual stimuli, a unique sonic identity can help a brand cut through the noise and capture attention. This is particularly valuable in crowded markets where differentiation is crucial.

It also helps in strengthening storytelling and brand messaging. Music and sound can subtly enhance the emotional impact of a story being told, adding depth and nuance that visuals alone might not achieve. This strengthens the message’s impact on the audience.

Human beings are sensory in nature, says Sudarshan Banerjee. According to him, most brands tackle only the visual aspect of their target audience through brand logo and colours. He feels that using an ownable sonic identity would surely give them an edge over other brands in their category and even help in garnering more mindshare amongst their target audience.

According to Anil Solanki, sonic branding fosters a deeper connection with the target audience by tapping into emotional responses. "Pleasant or memorable sounds can evoke positive feelings associated with the brand, fostering brand loyalty and affinity. Moreover, consistent use of sonic elements across different touchpoints reinforces brand familiarity, building trust and credibility with consumers over time. By leveraging sound strategically, brands can create an immersive and engaging experience that resonates with their audience on a deeper level," he adds.

“Music, as you know, works on humans at a deep emotional level,” points out Subhash Kamath.

While communication often focuses on what to ‘say’ to the consumer, the bigger need is to focus on ‘how do you want the consumer to feel’ at every interaction with the brand.

“In the journey, there are plenty of opportunities for sonic branding to create that emotional bond. It could be at an ATM when you withdraw money, or on an online app when you’re ordering food, or when you swipe your credit card at an outlet or when you’re boarding a flight, for example. There are plenty of opportunities to emotionally connect with the consumer. At BrandMusiq, we call them ear points. And we advise our clients on how to use these earpoints effectively,” says Kamath.