What is Sonic Branding?
Creating a brand experience through the use of sound.
As brands look to engage with their customers on a much deeper level, the use of music is critically assessed as the ability to emotionally connect through sound is so strong.
The sound logo (or audio logo or sonic logo) is one of the tools of sound branding, along with the jingle, brand music, and brand theme. It’s the equivalent of a visual logo and is a short distinctive melody or other sequence of sound, usually positioned at the beginning or ending of a commercial. Often a combination of both types of logo is used to enforce the recognition of a brand.
This can be seen in the T-Mobile logo and ring tone composed by Lance Massey, or the Intel logo composed by Walter Werzowa.
The sound logo positions the brand in the target’s mind. A melody is the most memorable sequence of sound, since, when a melody starts, the human brain automatically expects the ending. However, some brands realise the importance the sound their brand can make and attempt to capitalize on its own uniqueness.
The most essential qualities of a sound logo are uniqueness, memorability, and flexibility.
Here’s a recent example of a sound logo we created for a brand: