Audio Branding: a Sound Solution?
WHAT IS AUDIO BRANDING? DEFINITION
Audio branding can be described as the process of brand development and brand management by the use of audible elements within the framework of brand communication. It is a part of a multi-sensory brand communication and holistic brand design. It aims at building solidly one or more brand sound that represent the identity and values of a brand in a distinctive manner. An audio logo, branded functional sounds, brand music or a brand voice are typical elements of audio branding.
RELEVANCE
Audio branding has always been quite relevant in broadcast advertising. It is not surprising that this trend caught on in the digital marketing space as well, since audio branding can be quite memorable. Marketers are cashing on audio branding by actively using it on social media and by using these audios in their stories and posts.
CONDITIONS
The audio branding process takes time, attention and commitment. You have to stick to it and do similar things repeatedly so that the consumers relate the sound with your brand.
EXAMPLES OF AUDIO BRANDING
Some examples of audio branding are:
- XIAOMI: Even if you are not a Xiaomi user you might know the ringtone of a Xiaomi. Manytimes users get confused that their phone is ringing while there is a call on another person's phone. Also, Xiaomi has capitalized on its audio branding, they even made a commercial with tagline "kiska baja?" when Xiaomi became India's No.1 Smartphone Brand.
- INTEL: Another good example in audio branding is Intel which exists already for decades. You will know it is Intel when you listen to any commercial of Intel inside the computer just by its audio. The versions of the Intel bong have changed over the years, but the 5 notes have remained constant. Today you cannot think of Intel without the bong.
- NETFLIX: How will you know if a movie is a Netflix original or a third party? Netflix had a simple answer for it. Just watch out for the Netflix indent Animation. Whenever a Netflix original starts, it begings with audio and a big red N.
- APPLE AND GOOGLE PAY: If you do a transaction, for a successful transaction you will know that by the audio of the transaction. Not only you, but the people around you will know that this was done by Apple or Google pay.
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Jaap de Jonge
Editor, Netherlands
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Sonic Branding Audio or sonic branding is the use of sound to define, reinforce and strengthen a company's identity and/or brand. Music, voice artistry, jingles, signature tunes, and sonic logos are the typical audible elements being used. Companies can deploy one, or a combination of these elements in various auditory channels.
Audio branding is also referred to as "Sonic Branding".
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