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Have you ever thought about what your brand sounds like?
If you close your eyes and listen to your comms, do you sound consistent? Do you sound familiar? Or are you currently taking your consumers on an audio-emotional rollercoaster, unsure of the ride they’re on?
A sonic strategy isn’t a “nice to have” or optional extra. It’s an idea that needs to be baked into the creative process from the beginning.
In a sound-on world, it’s never been more important to establish a consistent sonic identity. When building your brand, marketing teams know that a visual identity is more than just a logo. It’s the blend of elements, from the color palette to typography, brand voice and user experience.
But while they’re happy to make a song and dance about the visuals, marketers remain reluctant to let sonic branding share the limelight, which ultimately goes beyond the sonic logo and the “bing bong.”
Not to sound like a broken record, but there’s a vast audio landscape that brands can leverage. It just takes a few people to change their tune.
Not a checklist item
There remains a gap in understanding the full scope of what sonic branding entails.
When it comes to a brand’s sonic identity, a cohesive and holistic approach is essential. Because before, only one or two of your marketing touch points would make a sound; now, they all do.
A full sonic strategy underpins your entire marketing offering. It’s not a last-minute sound chosen as filler. It’s not disposable. It’s a carefully crafted and curated sound experience that can help cement your brand’s identity in every space it shows up.
