Sonic logos have been around longer than the term ‘sonic logo’ itself. When you’re ready to embark on the journey of building your perception in the audio sphere, there’s no better place to start than with your sonic logo. In the Best Audio Brands Report 2019, it was found that “brand engagement is far stronger when audio is treated as an equal and essential aspect of the brand.” Consumers have reported that, when a brand uses disparate stock music for each new piece of content they put out, paying little mind to their overall audio identity, the brand is perceived as being less consistent and reliable as a whole. Research backs up the powerful influence of sound. By the same token, when a consumer makes a purchase from your brand via a voice-activated device, or even simply opens a piece of your content, you’ll want the force of your audio branding to replicate the physical sensation of walking into a store-experiencing a transition from the outside world and into your singular universe, complete with its own sound architecture. Upon entering, you can expect to be inundated by the smell of cologne and throbbing club music. To illustrate the power of creating a multi-sensory brand experience, consider the careful planning that went behind successful retailers like Abercrombie & Fitch. With the emergence and, frankly, near-domination of voice-activated devices, brands are now afforded the ability to to interweave their unique sound into their customer’s everyday routine. These percentages, dollar amounts, and the prominence of voice in the public’s day-to-day lives are only projected to grow. By 2022, voice commerce sales are forecast to reach $40 billion, representing about 5% of total commerce sales. adults-or around 60 million people-own a smart speaker today. No matter what service your business offers, it has become more important than ever to invest in developing an audio brand.Ģ4% of U.S. The audio consumption of today’s consumers is at a record high. The key strategy is no longer to tunnel deep into your audience’s brain after bombarding them with an irresistible hook, but rather to build a holistic brand soundscape that draws on your sonic logo to make your audience feel exactly the way you want them to about your brand. These malleable sonic logos can also be reshaped to serve as the basis for everything from a full-length music track, to the brief functional sounds activated as a user presses buttons or completes a transaction. This foundation can be reinterpreted in a variety of capacities, according to mood, region, genre, and more. To a greater extent than the commercial jingles of bygone days, the sonic logo of today is made up of a progression of musical notes that stand as the brand’s core audio DNA. However, most of the time these jingles were composed only to support the commercial’s copy, rather than function as one component toward establishing the brand’s overarching, multifaceted sonic identity. If all went according to plan, a jingle enhanced brand recall and lent the brand a dynamic, catchy personality. These jingles were typically ear worms: short, snappy, and engineered to get trapped inside their listeners’ heads. Then, when tasked with expressing their essence by way of an audio or audiovisual medium, like radio or TV, said brand may have commissioned a musician to whip up a jingle to accompany the ad. Traditionally, when a brand set out to articulate what it looked and sounded like, its marketing efforts were predominantly focused on crafting a visual logo and written copy. Quiz: Can You Name These Brands Based on Their Sonic Logo? A Brief History of the Sonic Logo Sonic Logos Your Ears are Bound to Rememberīest Practices for Creating Your Brand’s Very Own Sonic Logo Oh, and pay close attention: there’s a quiz at the end! In this article, you’ll learn why your brand needs a sonic logo, you’ll be provided with examples of the most robust sonic logos and leading companies in today’s audio branding sector, and you’ll be led through the best practices for creating your own sonic logo. The aforementioned sonic logos-for Avon and McDonald’s, respectively-are two of the most iconic examples of a flourishing branch of modern marketing now recognized as sound, audio, or sonic branding. What comes to mind when you hear the phrases “ Ding dong! Avon calling,” or “ ba da ba ba ba, I’m lovin’ it”? Does your brain instantly conjure an image, recall an aroma, or feel overcome by a particular emotion? Why do certain sounds provoke certain sensations? Well, without consciously realizing it, your brain is probably responding to the effects of a strong sonic logo at work.
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