SONIC BRAND STORYTELLING
SONIC BRANDING
Make your brand recognizable through sound
Close to 79% of people recognize
brands by their sound.
Sound: Your New Brand Superpower
Sonic brand storytelling is the strategic use of sound to create brand messaging that boosts brand recognition, emotional memory, and consumer trust. Over time, the consistent use of sound creates instant audience recognition, even when consumers aren't looking.
While logos, colors, and other imagery are standard markers of brand identity, humans perceive sound faster than they see, taste, smell, or touch. That's why today's memorable brand campaigns sound more memorable than they look.
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The audio logo (a/k/a sonic logo) is the first step in sonic brand storytelling. It's an easy-to-remember signature piece of sound that identifies the brand (think NBC, Intel, Netflix). ​
Used cross-platform, the sonic logo is the most powerful way to build enduring brand recognition and differentiation. In fact, music and sound evoke a spectrum of emotions, which enhances memory.*
That's why sound is your new brand superpower.
* Source: Pfizer
When you hear a signature sound, your brain creates an image, puts the sound in context,and makes it very personal.
According to Stacey Lynn Schulman
Marketplace Intelligence Lead for The Myers Report
The Sonic Brand: The Cornerstone of
Your Brand Story
​Sonic branding is the intentional use of sound to express brand identity and tell the brand story across every customer touchpoint. As the heart of sonic brand storytelling, it includes:
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Voice and vocal tone
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Music and musical style
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Tempo, pacing, and rhythm
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Audio cues, transitions, and silence
Unlike an audio logo alone or a single piece of music, sonic branding is a "symphony" of consistent sound wherever your brand shows up. It's the part of a sonic brand storytelling trio along with the visual logo and brand messaging.
Why does sound makes brands so memorable? Sound is stored in echoic memory (as opposed to visuals' shorter iconic memory), so sound gets into our human brains and stays there. That's why sound is so deeply personal. It goes deep into the areas of the brain where our human emotions live.
Brand sound resonates with customers per their perceptions, beliefs, attitudes, preferences, expectations, and, yes... emotions. It therefore delivers a deeply individual experience — the very definition of customer personalization. And, according to McKinsey & Company, consumers expect it.
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According to research from McKinsey & Company, 71% of consumers expect companies to deliver personalized brand
interactions, and 76%
become frustrated when
that doesn't happen.*
According to Zippia, 73% of consumers say that customer experience is a deciding factor when making purchasing decisions.
The customer experience
is the next competitive battleground.
Jerry Gregoire
Owner, Redbird Flight Simulations
Why Sonic Brand Storytelling Works
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Many brands mistake sonic branding for production. Audio assets are outputs. Sonic branding is strategy. Well-developed sonic brands are scalable — easily revised, adapted, and expanded to grow with the brand and capture new market segments. ​
Sonic branding is the heart of sonic brand storytelling. Used strategically, it:
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Reinforces brand identity
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Boosts recall
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Delivers engaging brand interactions and activations
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Ensures a consistent, highly engaging customer experience​
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Builds brand equity
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Throughout all stages of the buyer's journey, sound delivers a brand experience that feels personal to customers. The importance of that is underscored by the fact that, after a positive experience with a brand, 72% of customers will share their experience with 6 or more people.*
In other words...
Out of 100 customers who have a positive experience with your brand, 72 of them would tell 432 other people about it.
Wow!
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* Source: Zippia
Music activates different areas of
the brain... responsible for memory, attention, and emotion recognition.
According to Rebekah Pierce
Life Skills Advocate
Sound Creates Unforgettable Customer Experiences
Our Sonic Brandmasters have decades of experience in music composition, record production, audio recording, music video production, jingle and theme song writing, and production music for film television, video, radio, broadcast commercials, and other brand sound applications.
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As part of our sonic brand storytelling package, we develop playlists of bespoke music, carefully and thoughtfully created here in our studios to complement the brand's sonic identity. We regularly assess and update playlists to ensure a brand symphony that consumers won’t hear anywhere else. The result is your brand's Sonic Brand Blueprint — a brilliant reflection of your brand through unforgettable, sonic-enabled customer brand experiences.
We also create variations to suit a variety of corporate applications and touchpoints.
The right sonic identifier can make your brand as
recognizable as a hit song.
The ChromeOrange Media
Sonic Brandmasters
Music is a world within
itself, with a language
we all understand.
Stevie Wonder
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Music and Sound: The "Universal Language"
Our modern, Internet-driven world is border agnostic. As a result, you and your international neighbors have in common highly recognizable sonic brands to which you've been exposed.
Music and sound speak a universal language that instantaneously carries brand messaging around the globe. Brand values, promises, and personae that those sonic identities represent become perfectly clear. It doesn't matter if you understand the narration. The sounds you hear tell you the whole story. And you understand it.
Want to know more about what the strategic use of sound can do for your brand messaging? You know what to do!
![The Power of Sound in Brand Communications [Infographic]](https://static.wixstatic.com/media/5cbab6_d1bb8373c9c64f7b86ecc51df2f7645f~mv2.webp/v1/fill/w_1024,h_771,al_c,q_30,blur_30,enc_avif,quality_auto/5cbab6_d1bb8373c9c64f7b86ecc51df2f7645f~mv2.webp)
![The Power of Sound in Brand Communications [Infographic]](https://static.wixstatic.com/media/5cbab6_d1bb8373c9c64f7b86ecc51df2f7645f~mv2.webp/v1/fill/w_1024,h_771,al_c,q_90,enc_avif,quality_auto/5cbab6_d1bb8373c9c64f7b86ecc51df2f7645f~mv2.webp)