Sonic branding is one of the newest ‘buzz words’ used to describe a type of sound trademark used by a business in which the sound is used to function as a trademark that expresses the uniquely identifying origin of a business’ products/services. In the past, it was difficult to protect sounds as trademarks through the formal registration process, because they were not considered to be actual trademarks of businesses. However, this important issue has been effectively addressed by the World Trade Organization on Trade-Related Aspects of Intellectual Property Rights and as a result, the legal definition of a trademark has been broadened to include “any sign…capable of distinguishing the goods or services of one undertaking from those of other undertaking.”
What is Sonic Branding?
Sonic branding is also referred to as sound branding, music branding, audio branding or acoustic branding. However, they all mean the same thing, which is defined as the strategic use of sound to positively differentiate a product or service and enhances consumers’ recall that creates preference, builds trust and increases sales. Sound branding has the potential to communicate romance, sensuality, joy, happiness, excitement, intrigue and overwhelming interest without the use of words or pictures by breaking through consumers’ short attention spans.
Taking this a step further, sound logos are a component of sonic branding, which are tools used in combination with jingles, music branding and a business’ overall brand theme. A sound logo is a short, succinct and descriptive melody positioned at the beginning and/or ending of a commercial, and reinforces the recognition of a brand and creates positive perceptions among listening consumers regarding the essence of a brand.
As a business owner, don’t underestimate the power of sound and music in your advertising portfolio. Sound and in particular music, are exceptional at triggering positive memories. Therefore, music and sound logos are strong tools in building powerful brands that produce an increase in sales. Sonic branding far outperforms advertising that includes only visuals, due to the fact that sound and music influence consumers’ emotions on a subconscious level. Conversely, visuals must be processed and interpreted before the brain understands meaning be communicated. Additionally, sonic branding will:
- Differentiate you from your competitors and ensure your business stands out from the crowd
- Help you discover new aspects of your brand
- Help you generate sales and increase profits
…and can be used for:
- radio and TV commercials
- online advertising
- corporate movies
- trade shows
- on-hold music
The professional PR consultants at Debra Lopez Public Relations have the tools and long-standing expertise to move your marketing and advertising campaign to the next level using sonic branding. Contact the Milwaukee PR consultants at Debra Lopez Public Relations to increase your business’s visibility and boost your customer base in today’s highly competitive marketplace.