An Introduction to Sound Branding

What is sound branding? This is a marketing technique that can reinforce brand identity. Whereas many people only think of background music or sound effects as a cinematic device, in truth, many advertisers use music and background noise to help sell products and services. Sound branding works because commercial producers can take advantage of the powerful memory sense of sound.

Sound branding includes everything from short musical pieces to short songs to jingles and even sound logos (audio representations of a company logo). What purpose does sound branding serve? It creates a strong impression of a company in a person’s mind. Ideally, sound branding reveals something about the company or about a specific product. Science suggests that sound has a direct and instantaneous link to the rational and emotional parts of the human brain. Sounds, like words, can instantly cause an emotional response. If you know anything about advertising, you know that emotional response is what you want—this is what makes your customers take action!

Audio identity is an important part of sound branding. You must let your audience know who you are through sound and music. There are two primary ways to do this. First, there is traditional promo-branding, which identifies the brand and communicates directly with the audience. Second, there is actionable branding. This term could also be understood as “subliminal advertising”. This is when producers make an effort to affect emotions and influence the behavior of listeners through sound.

Sound branding is also known as sonic branding. Sonic branding is basically the same thing as sound branding. Sonic or sound marketing is sometimes used in reference to complete systems of sounds as opposed to a musical score. Sonic branding is critical not just for commercials but also for mobile phone systems, ATM machines, laptop computers, PDAs and other devices that make user interaction an aurally satisfying experience. Every single tone counts—and a company that takes branding seriously will take sound branding seriously.

Remember, we are living in a media-friendly society. In order to deliver a full motion video experience, sound branding cannot be ignored. Video footage without sound is awkward. A promotional ad without background noise may even be perceived as the work of an amateur. Make your business look and sound professional. Reach your visitors on an emotional level with the help of sound branding.