Sound is sense like no other. It’s so immensely powerful. A sound, a song, a riff, a tune, a melody or harmony, you name it, has the ability to transport you to a very exact time and place that is so highly associated to corners deeply imprinted in your mind. Sounds act as the connection to your past and the bridge your future, a gateway to the places you never knew or imagined even existed. Imagination and sound are directly correlated. With sound, you are allowing the imagination to run wild associating a narrative to all your other senses. It can elevate adrenaline and make you feel more alive, or it can pull your heart strings and quite effortlessly move you to tears. It’s an austere power, your ace in your pocket if you will. This is because regardless of culture, language, creed, background, geography or religion, it quite frankly is acknowledged for the giving the greatest language gift of all, music.
Let’s take a closer and more quantitive look at the behaviours associated with sound. To date, Spotify has 345 million Spotify users in Q4 2020, and 155 million premium subscribers (Spotify). The smart speaker market is set to be worth $35 billion by 2025. Estimates suggest that Apple Music had 72 million subscribers worldwide in June 2020, up by four million from December of the previous year (Stastica). Let’s stay on the topic of audio and switch gears from music to podcasts; the holy grail of audio formats. Podcasts are an integral tool for audiences to learn, relax, grow, educate, mediate, entertain, stimulate, and listen. With Spotify podcasts doubling especially during the pandemic, listening hours in Q4 2020 have gone vertical.
So, if sound is so powerful then why is audio an afterthought for brands when it comes to creative identity and strategic roll out. Sound can do things visual identities can only dream. Having said that, why is audio constantly overlooked in a branding campaign whilst we admit it may be the most powerful and recognisable? This is changing. Sonic Branding. It’s worth repeating; Sonic Branding. Great examples of sonic branding are the Netflix "Tha-Dum," and McDonalds whistle "I'm loving it" tune. If you want to build a successful brand, you should understand the importance of differentiated marketing and multiple strategies such as Sonic Branding.
Sonic branding refers to the sounds or songs associated with a brand, product, or service. It’s developed by the brand as part of an intentional strategy that helps its audience associate those sounds with the brand. Simply stated, it’s an audio logo. A few short seconds of simple and blissful association. If done correctly, it can either complement a visual logo, enhance the overall brand recognition, or work in isolation on audio-only media such as podcasts, streaming platforms, introductions, web campaigns, radio or apps.
Simply stated, NO ONE but slowly over time, EVERYONE. An increasing 60% of consumers feel that audio or music used in marketing is more remarkable than visuals (PHMG). All of this is not an accident, it’s actually backed by science. People historically react faster to audio than any other stimulus. It takes less than 0.153 seconds for a human to feel or react to sound (Made Music Studio). La G Studio is a creative agency built on multiple creative disciplines, music is an integral part of our creative developments as it evokes the most powerful and deeply reactive emotions across the human spectrum. Thrills, chills, tears, fears, joy, sorrow, and so much more. The conclusion overwhelmingly indicates that sounds are key to building memorable associations, and brands want nothing more than to be memorable.
To weaponise your brand identity, think about a comprehensive brand roll out. Take the extra step and don’t let the audio sense be an afterthought. Here at La-G studio, as we roll out our re-brand visualisation and campaign, we are so eager and thrilled to be working on our in-house experimental sonic identity.
Think about Technology. What outputs/platforms is your audience listening on? Is this delivered on phone, tablet, computers, videos, web campaign, social, or podcasts? Start there and allow the creative process to naturally and organically evolve.
Know your Audience. What are they thinking and accustomed to on a quality point of view. Think about a visual and try to translate that visual with words into an audio clip that what will resonate with them. Think mood. Know what feeling you are trying to provoke and run with that.
Do an Anyalsis. An old fashioned SWOT comes in handy here. Your competition will keep you fresh and relevant. Don’t even think about association or crossover, be fresh and new.
Share It. Once you have developed and signed off on your sonic identity, let it resonate. Place it with taste and timing. consistency, clarity, and constancy.