The conventional understanding of sonic branding is misconstrued
Sonic branding ain't just a buzzword recited by agencies to sell costly jingles. For decades, it's been tossed around as if it were the silver bullet for a well thought-out approach to sound. The truth of the matter? Branding through sound requires more than a fancy bespoke "sonic logo" birthed from lengthy workshops and stakeholder interviews.
On the contrary, traditional music agencies still pushing six-figure sonic logos risk producing deliverables that lack relevance to people's everyday sonic experiences. Furthermore, few brands have excelled in establishing an authentic, enduring audio identity. The McDonald's "ba-da-ba-ba-ba" and Netflix's "badum" are noteworthy exceptions, but even these taglines risk growing tiresome in today's limitless consumer landscape.
Instead of a one-size-fits-all jingle, in the era of hyper-personalized media, a modern company needs a complete approach to sound. Shooing away the notion of three-second logos that supposedly "encapsulate" the brand's identity, a sonic experience weaves an intricate, fluid auditory expression throughout every brand touchpoint.
Traditional sonic logos may adapt to meet different needs, but adaptations often prove negligible. Instead, the key is to craft audio that seamlessly complements and elevates a brand's established style, creating immersive, memorable environments for customers.
In essence, it's about building a sonic ecosystem for your brand, with motifs that become instantly recognizable across myriad touchpoints. From in-store music, customer service hold music, and TikTok content, to AI voice assistants, every aspect matters in fostering a solid audio identity that consumers can connect with and trust.
Take a cue from Apple—their brand's audio identity shines because they've taken sound seriously. Their careful curation of in-store playlists complements their stores' atmosphere, while their tailored advertisements and iconic sound effects create a unique listening experience.
In recent years, Mastercard has spearheaded a revolution in sonic strategy, crafting a versatile yet cohesive audio identity through the development of an entire sonic ecosystem—even incorporating haptics along the way.
Similarly, we at IMAGINE have approached our work with German retail giant OTTO by rethinking the brand's attitude toward sound, preserving the brand's traditional identity while transforming it into a contemporary, Amazon-equivalent powerhouse.
Whether you're a multinational tech titan or a premium lifestyle brand, sound offers an opportunity to extend your brand proposition and identity into emotional, responsive soundscapes, forging a strong, authentic connection with audiences across channels and cultures.
Want more insights on sonic branding? Check out what the experts have learned. And remember, real, lasting connections matter above all else—it's time to move past "bing-bongs" and embrace the future of sonic design that will allow your brand to resonate with your audience on a deeper, more meaningful level.
- A modern company needs a complete approach to sound, moving away from three-second logos, and instead crafting a sonic experience that weaves an intricate, fluid auditory expression throughout every brand touchpoint.
- For a sonic experience to be successful, it should seamlessly complement and elevate a brand's established style, creating immersive, memorable environments for customers.
- In the era of hyper-personalized media, it's essential to build a sonic ecosystem for your brand, with motifs that become instantly recognizable across myriad touchpoints.
- Just like Apple, whose brand's audio identity shines because they've taken sound seriously, it's important to curate in-store playlists, advertisements, and sound effects that create a unique listening experience.
- Mastercard has spearheaded a revolution in sonic strategy, crafting a versatile yet cohesive audio identity through the development of an entire sonic ecosystem, even incorporating haptics along the way.
- Whether a multinational tech titan or a premium lifestyle brand, sound offers an opportunity to extend your brand proposition and identity into emotional, responsive soundscapes, forging a strong, authentic connection with audiences across channels and cultures.
