You may not be familiar with phrase “sonic brand” – but you do know what it is. Anyone who has ever listened to the radio or watched television has been exposed to sonic branding. According to Wikipedia, “sound branding (also known as audio branding, music branding, sonic branding, acoustic branding or sonic mnemonics) is the use of sound to reinforce brand identity. Sound branding is increasingly becoming a vehicle for conveying a memorable message to targeted consumers, taking advantage of the powerful memory sense of sound.”
What does that exactly mean, you ask? Everything from elevator music, telephone hold music to a radio jingle leaves an impression on a listener. Every note of music associated with your brand reinforces your brand’s identity. When a consumer thinks of your brand, they will hear your audio. And, by creating this association between the brand and your audio, when they hear any of your audio, they will think of your brand. Because music has such a deep impact on our brains, music associated with your brand will stick with consumers.
So, how should sonic branding be incorporated to your marketing strategy? Think of the countless ways to add a musical tag your customers will come to associate with your company. Radio and television are obvious opportunities – but are you doing it right? A commercial because much more memorable when music is playing behind the spoken word or a jingle is included. By using original material, you are showing your customer your identity. Now, taking that music and using it as your hold music, playing it in your elevator, and using it on your website strengthens the association your audience has with your brand!
Call Debra Lopez Public Relations today for your free sonic branding consultation!