Sonic Branding: Hear Me Out…
Sonic branding should be as integral to branding projects as colour, type, video and imagery - but is often not considered as such.
Image source: Applied Brand Science
Take a moment to think about the McDonald’s ‘I’m Loving It’ whistle, Jet2’s use of Jess Glynne’s ‘Hold My Hand’, or even the understated score and sound effects in Airbnb’s animated ads. It’s impossible to imagine versions of those brands’ ads without their unique use of audio - and even if you can manage it, you’re probably left with an ad that is much less memorable.
When done effectively, sonic branding creates or strengthens an emotional connection between the brand and their customer, whilst also giving the brand a valuable point of difference in a potentially crowded market. So, what’s stopping brands from embracing it more?
Jingles, when done well, are great. But, let’s be honest, thinking of something as catchy, simple and - most importantly - easy to sing along to as the McDonald’s ‘I’m Loving It’ requires a once-in-a-lifetime stroke of genius, and that can be intimidating to match.
Realising that sonic branding doesn’t always have to be a jingle can be liberating. It can be something as straightforward as having an agreed-upon and consistent approach to sound effects, music choices and voiceover artists.
To demonstrate how simple it can be to start thinking about sonic branding, let’s imagine we worked on this series of ads for Airbnb and run through the following questions:
What genre of music best represents this brand?
Something quirky to match the animation style - jazz or classical-based, but modern sounding.
If it could talk, what would this brand sound like?
Calm, comforting and knowledgeable - a well-spoken younger woman’s voice would work well, given they’re a modern tech company.
Do we want this brand’s sound to be anchored in reality, or do we want it to be exaggerated?
We probably want this to be exaggerated due to the animation style and what’s happening on screen - hyper-real sound effects at key moments would help support what the visuals are doing.
Now invert every choice we just made and imagine how different the ad would be. That’s the great thing about sonic branding - sometimes subverting expectations is the best choice, while other times opting for the more obvious route is incredibly effective.
The other alternative to a jingle is taking an established music track and licensing it for your brand’s ads, just like Jet2 did with ‘Hold My Hand.’ This option tends to be expensive, but it is effective when executed well. If you’re able to find a piece of music that aligns perfectly with your brand’s values, the relationship between the two can feel like it has always existed.
Another benefit to licensing is that you are likely to garner interest and attention from fans of the song, making your brand’s ads even more memorable and tapping into a world of emotions that people already associate with the music.
Sure, there may be people who find Jet2’s use of ‘Hold My Hand’ irritating, but I’d argue that the risk of irritation is not a valid reason to neglect sonic branding. If something is so clearly associated with a brand and memorable to the point that some find it irritating (or even becomes a meme), then it’s probably successful.
Sonic branding is effective when executed well because it taps into a sense of familiarity, and people are naturally drawn to what feels familiar. The most successful examples don’t demand attention; they resonate subtly and warmly, like a comforting embrace from an old friend.
To learn more about audio possibilities for your brand, please get in touch with our Creative team.
Sam Cane
Sam is our innovative Senior Video Creative, bringing concepts to life with compelling visual storytelling that captivates audiences and enhances our clients' brand narratives.
