Your Guide to Sonic Branding: 10 Must-Read Articles to Get Started
Marketers know by now that sonic branding is a must-have for any complete brand ecosystem.
We are living in an increasingly audio-first world, where consumers — especially Gen Z — are spending more time on channels like TikTok, mobile apps, and streaming. And where there’s a shift in consumer behavior, modern brands are following suit with strategically crafted audio assets that can span every sound-on touchpoint.
Furthermore, research by Sentient Decision Science shows that there is an 86% correlation between our subconscious emotional response to a sound and our conscious desire to engage with or avoid an experience. This means that audio is making an impact on consumer behavior, whether brands are aware of it or not!
With so many sound insights to take in, we know it can be challenging to get started. We’re here to help with a roundup of recommended reading on everything from boosting KPIs to creating a catchy sonic logo.
Below you’ll find our top 10 articles to read if you’re ready to start your sonic branding journey.
It’s no secret that sonic branding is a must-have for modern brands looking to boost KPIs. “Every brand wants to improve recall, attribution, and appeal,” says Made Music Studio’s John Taite (EVP, Global Brand Partnerships + Development). “We design their audio expression to stimulate specific emotional reactions.”
But why is sonic branding so effective? This interview in Forbes details what is pushing marketers to be more strategic about their use of music and sound, from consumer trends to new research capabilities.
After only three years in market, AT&T’s iconic sonic logo became the telecoms company’s second most identifiable brand asset. They were an early adopter of sonic branding, but it isn’t too late for other brands to join the Audio Renaissance.
Fast Company provides the ultimate primer on why global brands from American Express to General Mills are embracing sonic branding to meet customers where they are. And with new research methods and tools designed for scalability, marketers have many more options for de-risking their investments.
#3
Oh, snap! Did we just create the world’s first collaborative sonic brand? – Atlassian: Work Life
Atlassian’s Eli Mishkin (Brand Strategy Lead) describes a sonic brand as an “audio North Star,” a way to a B2B SaaS company to create an emotionally resonant audio expression for their array of products. Through a combination of data, creativity, and strategy, Atlassian landed on a sonic identity that captures the sound of collaboration. This article will take you through the step-by-step process of Atlassian’s sonic branding journey, from kickoff to launch.
Sonic branding isn’t just for traditional advertising. With customer touchpoints now including in-person experiences, sound-on social media, and mobile apps, it’s more important than ever for brands to look beyond the television ad.
“It’s becoming more and more difficult for brands not only to stand out and break through some of the crowd,” shares Lexus’ Mia Philips (Senior Manager, Advertising and Media), “but also to be recognized.”
Hear directly from the marketing experts at Lexus, PepsiCo, and Panera Bread on the opportunity for audio to span an entire brand ecosystem.
#5
The rise of sonic design: how sound is key to brand success – Creative Bloq
McDonald's Golden Arches, AT&T's Globe, and Corona's wordmark are all classic visual icons. But it's the holistic approach to their ecosystem that places these brands in the hearts and minds of consumers. "Ba-da-ba-ba-ba," AT&T's chimes, and Corona's award-winning brand theme are expertly crafted to make the same level of cultural impact. In this article, you’ll learn why visual branding and sonic branding are the perfect “sensory dance partners.”
Sonic branding is not just about crafting music and sound. There are many obstacles that come with creating and launching a sonic identity, from stakeholder approval to commitment to saturation. After all, “knowing your company needs sonic branding and learning how to create an effective sonic identity are very different things,” says Made Music Studio’s Lucas Murray (VP, Supervising Music Producer).
This article is your guide to the challenges you may encounter on the path to sonic branding success, authored by a music producer with experience creating sonic assets for some of the world’s biggest brands, including General Mills and ESPN.
#7
Podcast: Marketing Matters featuring Made Music Studio – The Wharton School
In this meeting of the marketing minds, MMS’ John Taite (EVP, Global Brand Partnerships) joins The Wharton School marketing professors Barbara Kahn and Americus Reed II for a conversation on the power of Sonic Branding. Learn why sonic branding goes hand in hand with visual branding, how social media is shaping the future of brand engagement and the secrets behind powerful sonic identities from brands like Netflix and Panera Bread.
#8
More than a crunch: How a 1.5 second tune changed the Tostitos brand – Marketing Dive
Tostitos needed a sonic identity that could capture their value of togetherness, while still capturing the fun of their unique range of products. They collaborated with sonic branding agency Made Music Studio to create their “inevitable” sound, composed entirely of Tostitos chips and dips. After only a year in market, audio intelligence company Veritonic measured a 38% increase in brand recall for the Frito-Lay brand after implementation of the sonic logo.
Get a download on the Tostitos sonic branding success story in this article featuring the experts who made it happen.
“You can probably recognize some of your favorite brands by how they sound,” shares Qualcomm CMO Don McGuire. He calls sonic branding a “natural step” to becoming a complete B2C brand.
Sonic branding agency Made Music Studio designed the sound of Snapdragon with emotional appeal in mind, testing performance across global markets through their SonicPulse® audio research capability. The result is “Snapbeat,” a flexible and adaptable sonic signature that reminds consumers that Snapdragon is the heartbeat of their devices, including the Samsung Galaxy and Motorola products.
#10
Danielle Venne: How to Design Sound for a Brand – The Creative Factor
You might be surprised to learn that sonic branding doesn’t start with music. It begins with a deep understanding of a brand, its audience, and the cultural ecosystem it lives in.
Executive Creative Director Danielle Venne knows this process well, and has created sonic assets for brands including Nissan and iRobot. She gives readers a behind-the-scenes look at how brand sounds are created, how a sonic branding agency works with clients, and how a musical background contributes to great creative.
