Fortunately, however, we had just the thing – music. Remember the Italian’s singing opera from their balconies in order to boost morale, the soothing serenading of Spanish guitar players to their neighbors from isolation, and the British people standing on their doorsteps in the weekly Clap for Carers? Our senses over the last six months have yearned for stimulation. It impacts viewers’ behavior – creating anticipation for great entertainment and encouraging them to settle down into their sofas for a few hours of escapism. This is only possible through a sonic branding strategy based on a unique Sound DNA and the creation of authentic music, sounds and voices. Thanks for sharing this article with us all. Sounds can influence our perception and emotion in powerful ways. September 29, 2020 The Premier League's launch of an anthem ahead of the 2020/21 season, played at stadiums before kick-off, grabbed headlines in the sporting press. Interview With Ken Segall – the Ad Man Who Placed the ‘i’ in iMac. Sounds can also convey positive emotions, and many brands have incorporated sound elements into their brand in a process known as audio branding or sonic branding. However, sonic logos are just the beginning. What’s more, podcast listenership doubled this year alone, and an estimated 50% of all searches are being done via voice. And with the latest version, Netflix has taken its prime piece of audio real estate and put it on steroids. That’s sonic branding in action. The caveat: the additional value was only applicable when processed via voice. Audio branding isn’t new. Overall, there are many examples where companies have effectively used sounds to gain affinity and communicate distinction. They made sure that the doors made a distinct “thunk” sound when they were closed because people associated this heavy sound with quality. The Netflix “ta-dum” is so much more than just a sound. As doors were shut across the nation by schools, universities, offices, and gyms, we craved comfort, closeness, and connection. Kids back to school, office lights momentarily blinking on, widespread confusion about how many people were allowed to meet in the garden and whether we should work from home. For example, when Skype uses a different ringtone than other companies, differentiating themselves from standard phone services. in the world of psychology-driven marketing. Mastercard has also leveraged sonic branding by doing research on the sounds that their customers experience throughout their journey with the brand including when they dealt with them online, in-store, at the point-of-sale, and so on. They created whimsical sounds for incoming calls that sounded different from the traditional sound of an incoming call, which reinforced their brand values and perceptions. Radio has boomed as a place of solace and real human connection for many, the Spotify ‘every day is like Sunday’ station aided the lockdown languor for millions. The Psychology Behind Sounds in Marketing: Sonic Branding November 25, 2020. And just last month, entertainment giant Netflix launched a new version of its sonic logo for cinemas, created by the legendary composer Hans Zimmer to zhoosh up its infamous “ta-dum” sound. Another example of sounds conveying complicated psychological information for a brand is Volkswagen Jetta. Save my name, email, and website in this browser for the next time I comment. It’s the opportunity to weave yourself into the public consciousness and connect with people in places their ears can reach, but their eyes can’t always see. However, the benefits of sonic branding are still largely overlooked and underappreciated in the marketing world. Sign up for our newsletter for the latest updates Surely that is the dream for any brand – to be heard, known, and recognized worldwide? Your sonic identity serves as a distinctive brand asset, and helps your brand differentiate from competitors. Make no mistake; businesses across the world and all industries are faced with extraordinary challenges over the coming months. Because right now, people are listening. Right now is the perfect time for brands to stop and reflect on how to mindfully and effectively introduce their sound to the world. Sonic Branding: More Than Just a Jingle. Proper sonic branding is about looking at your brand sounds everywhere – in more places than you might first think – and managing that sound experience for every consumer and touchpoint across every market. Spotify ‘every day is like Sunday’ station, 17% increase in classical listeners between, 50% of all searches are being done via voice, MasterClass Unveils a New Visual Identity That Underscores Diversity of Thought and Knowledge, Audio Branding: Now’s the Time for Brands to Invest in Their Sonic Identity, Reuters Events Launches Strategic Marketing USA – Setting the Future of Marketing, Brand Evolution: How to Develop a Non-offensive Brand, Interview with Charlotte Holroyd on Ethical Branding, How To Brand a Podcast – “La Poudre” Case Study. Subscribe To Our Youtube Channel. And when they started Skype Business, they changed the sound of incoming calls so that it was more formal, consistent with our notion of the seriousness and importance of “business.”. However, sonic logos are just the beginning. What is Sonic Branding? The compounding price cuts certainly contributed to the record-breaking $1.4 billion saved this year on the event’s fifth anniversary. And they actually ended up using the sound in their advertisements. How sonic branding could ease voice commerce security concerns ... select items were eligible for discounts as high as 25% off on top of the standard deals for Prime Day 2020. In truth, music, and sound connect and inspire us, bringing us together, a universal language that transcends cultures, people, and geographies. But by focusing so much on vision, we often overlook the important information that sound can convey about brands. If the original sonic logo had the effect of transforming our living rooms into cinemas, the new version by Zimmer turns cinemas into amphitheaters, highlighting why sound is such an essential ingredient for any brand. By: Dr. David Bridwell, People Scientist . And sound should be your answer. Proper sonic branding is about looking at your brand sounds everywhere – in more places than you might first think – and managing that sound experience for every consumer and touchpoint across every market. Brands must therefore take note and consider sound as a core component of their brand architecture. But in this face of unpredictability, one thing is for sure; the medium of sound is paramount in both attracting and maintaining customer loyalty. And they also noted that the sound conveys safety by demonstrating that the cap hadn’t been opened yet. However, uncertain our “new normal” may be, this new chapter is a ripe opportunity for brands to question how they engage with their audiences. We live in a strange new world, and this year’s struggles have been varied, but for all of us, a common thread is the harsh cap on our sensory experiences. It is clear that music and sound have never played a more crucial role and are reaching more people in more significant ways than could have been anticipated. Competition is high, spending is low, and uncertainty is still peaking as new lockdown measures are announced. Despite many feeling the effects of isolation, from anxiety to loneliness, we have witnessed the enormous power of music and sound to calm, unite, and connect us, even when we cannot be together. But sonic marketing will revolutionize the way we behave to a particular sound and be influenced by it. If you haven’t yet, be sure to consider adding sonic elements to your brand identity. Required fields are marked *. Marketers often focus on communicating information through visual mediums like TV screens, phone screens, print advertisements, and billboards. It conveys a lot of negative emotional meaning about the threat of a shark. Meanwhile, a report from Deezer, a British industry body, the BPI, and the Royal Philharmonic Orchestra found that across the world, the streaming service saw a 17% increase in classical listeners between April 2019 and April 2020. Yes we totally agree with you that sonic branding is going to revolutionize the way we brand our product and services. It’s obvious that we as human beings feel what we hear and see so hearing has always been a part of marketing. About the AuthorMax De Lucia is co-founder and client director of specialist sonic branding agency DLMDD. Over the past few years, we have seen several notable brands investing in their sonic identity; with Mastercard, Formula 1, Aldi, and Volkswagen amongst just some of the brands who have embarked upon sonic branding journeys. This field is for validation purposes and should be left unchanged. Differentiate from competitors actually put a lot of additional research about the sound in their advertisements: sonic net... 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