It’s not an everyday affair that you are posed with questions like these! Sometimes, you randomly start humming a tune in your mind while stuck in traffic, reading a magazine (which people rarely do these days) surfing through your smartphone for memes or even while peeing. That’s because of something the advertising fraternity calls “Sonic Branding”. The tunes of the logos are so prominent that they are glued to your subconscious mind in such a way, they pop up anytime uncalled for. This article talks about how a short and simple tune can create a long-lasting impact in the minds of the customers and how much of it they really enjoy!
The Sound of Success
Well, for the uninitiated, sonic branding is the term used for the phenomenon called “Audio Logos”. The name is quite self-explanatory. Audio that you hear when a logo appears. It is more like a soundbite not lasting more than 5-10 seconds.
Most of the 90s kids fondly remember the sound of Windows/Apple’s whoosh! That was the era of computers. Then came the era of mobile phones when Nokia made itself heard, quite literally. The Nokia logo sound of two hands and the tagline “Connecting People” made its permanent place in our minds. Generations later, today, Gen Z identifies the “Ta-Dum” of Netflix more than anything because that’s where they consume most of the content. To speak of the evolution of Audio Logos, they have understood one thing – Sound defines a brand universally. When even a blind person can identify a brand, their job is done.
In recent years, terms like these, such as “sonic logo”, “sonic trademark”, and “audio logo” are popping up to establish more brand recognition. Most of the time, these soundbites are trademarked by the company, just like they do with the brand logos and even the taglines. Just like Coca-Cola has trademarked their tagline “Real Magic” (which feels quite like an oxymoron), but nevertheless, no other brand would now be able to use this catchphrase (not that anybody would want to).
Breaking the Sound Barrier
Audio logos aren’t something that is confined to the boundaries of advertising and marketing. The 5-note soundbite of Intel still remains one of the most memorable audio logos and they are essentially the key to brand recalls.
Most importantly, sound generates an emotional impact in the minds of the consumers and it helps connect with the brand instantly. Imagine you are hounded by workload and all of a sudden you hear “Para ppa ppa paa”, and your mind straightaway responds with – “I’m loving it” and you begin to crave a Happy Meal. The importance of “Sonic Branding” in advertising goes beyond making an emotional connect. It’s all about how it drives the narrative. The storyline can change completely because of one perfect note hitting the right chord with the customers, quite literally.
Speaking literally, the use of music in an ad is also something that needs to be justified. According to a recent study, 50% of Facebook ads contain music, but around 85% of the consumers view with the sound off, hence making the music rights expenses unjustified.
Breaking this sound barrier with the right selection of music is what matters the most. Just like we spend hours choosing the right song for our personal reels, brands need to give that much time and effort to do that with their products and services by choosing the “feel-good” music that suits the brand’s communication.
Going further, audio logos are going to evolve. New technology is set to create a more audio-centric audience and brands will have to make sure that they are heard.
At 3 Dots Design Pvt. Ltd., it is our job to listen to what our clients have to say and design communications that will make the customers listen to what story the brand is trying to say. Being one of the best ad agencies in Pune, our role has always been to craft continuous communications that make waves. With a team of experienced content writers, graphic designers, creative and strategic thinkers, and digital experts, we strive to deliver the best with all that we’ve got. If you wish to know more about who we are or what we do, please visit www.3dotsdesign.in or get in touch with us at contact@3dotsdesign.in