Sound as Brand Identity

As ads are becoming digital, it is necessary to build unique sonic identities for the brands. These rise above the clutter and reach the immersed audience. In this voice-controlled world, sonic identity acquires importance. Here the sound elements are strategically used — voice, jingles, songs and at times silence. The sound of brand association is generated through audio streaming. Then there is better brand engagement. Audio and moods are co-related. It makes the consumer take informed decisions. in mobile advertising, consumers use AdBlocker. With in-streaming audio marketing, this problem is overcome. Digital audio advertising is a novel channel and there is scope for experimentation.

We still remember DD ads of yore of Maggie, Frooti and Titan with signature advertising sound. These days brands have added another dimension to their identity — sonic identity. It is much deeper than a jingle. It consists of signature tune, a musical logo (or mogo) or a mini-mogo to indicate that transaction is complete or a zing sound that the order is on the way.

The investment brands are increasingly using sonic branding. In advertising we come across ad decay where consumers tend to forget a piece of communication or advertising after a while. However, sonic assets have lower levels of decay. The recall value of such assets remain high.

Music adds an emotional layer to communication.

However, creating sonic identity is a long-term process. It needs continuous support over a period of time.

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