Sonic Branding
The sonic brand is the aural equivalent of the traditional graphic representation of corporate and brand identity. Branding experts increasingly use sonic branding at every touch point where the potential client may be listening. From broadcast media to web-based communications, from the retail environment to custom cell phone rings, sonic branding picks up where the advertising jingle leaves off. Classic sonic brands include McDonalds’s “I’m Loving it”, Mazda’s “zoom, zoom, zoom” and the Intel sting. Here in Canada, the most effective one may be the sonic brand that closes each and every Rogers Communications marketing message. Whether it is for cable services, one of their broadcast properties or the Toronto Blue Jays, they use it everywhere. And that’s what sets these companies apart as sonic branding goes. They understand that the sonic representation of their brand needs to be attached to everything they do in order to become universally associated with their brand. Since sound is such a powerful memory trigger and influences how customers respond to products and services, our challenge at boom is to ensure that your sonic brand is memorable, meaning laden and uniquely yours. Just as important, it needs to be inherently scalable, expandable enough to be woven into underscores for broadcast messaging when needed or distilled to its essence in the case of ring-tone use. Designed and used correctly (everywhere you can, every time you can), the sonic brand can help your company reinforce its top of mind awareness and effectively brand even the shortest of sound enabled marketing interactions. Click on the case studies below to read and hear how we’ve put the power of the sonic brand to work for our clients.
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