What is Sonic Branding?
How a peacock gave birth to the first sonic brand. A true story.
Way more mellifluous than a squawk. More memorable than any chirp, hoot, cluck or quack could ever be. Over ninety years ago, the National Broadcasting Company (NBC) — the network that years later would be canonized as the proud peacock — aired three distinctive chimes on radio for the very first time. Chimes that global marketing experts have long identified as the first use of a ‘sonic’ brand. A series of sounds so unmistakable, your mind can summon those esteemed chimes just by reading this. ‘Bong-Bing-Bong.’ That’s some pretty strong mojo.
Sonic branding is the strategic use of sounds and music to reinforce brand identities, just as you would with certain colors, fonts, or words. Sonic branding is also referred to as audio branding or sound branding. The practice has evolved quite a bit since NBC received the very first sonic trademark for the chimes in 1950. Sonic branding is an increasingly popular marketing and branding tool that uses carefully crafted sounds, songs, and effects to add to company aesthetics and mnemonics.
The Science Behind Sonic Branding
The human brain’s auditory neural pathways are less complex than their visual counterparts, which means humans can respond to sounds up to 100 times faster than they can to visual images. Sound informs our deepest emotional instincts and slips past our rational brain. The combination of music and sound is unrivaled in its power to deliver emotional potency and deep resonance. It commands attention, arouses intrigue while at the same time gently engendering customer engagement and loyalty.
Almost everybody’s heard of Nobel Prize winner Ivan Pavlov and his famous Pavlovian theory. In experiments that Pavlov conducted with his dogs at the turn of the 20th century, Pavlov discovered objects or events could trigger a conditioned response. The experiments began with Pavlov demonstrating how the presence of a bowl of dog food (stimulus) would trigger an unconditioned response (salivation). But Pavlov noticed that the dogs started to associate the sound of the shuffling of his lab assistant’s shoes as he approached the dogs with food, creating a learned and conditioned response. Pavlov then designed an experiment using a bell as a neutral stimulus. As he gave food to the dogs, he rang the bell. Then, after repeating this procedure, he tried ringing the bell without providing food to the dogs — the dogs still salivated.
Pavlov’s theory later developed into classical conditioning, which in psychological terms refers to associating an unconditioned stimulus that already results in a response (such as a reflex) with a new, conditioned stimulus. As a result, the new stimulus brings about the same response. With the dynamic nature of sound, you can create an emotional connection between target audiences and your business. In some instances, people often tap their feet or hum to a company’s unique jingle, even when it is not playing at that particular moment. Certainly, that’s the learning from the NBC chimes.
When sonic branding is done well, audio conveys information, entertains consumers, and in the long run helps form a lifelong association that reinforces brand values. For instance, if a company plays their sonic logo or audio tag alongside advertisements or content that match their brand’s positioning, eventually the audio by itself will conjure up the intended feelings around that brand.
Beyond Sonic Logos
There’s a lot more to sonic branding than just sonic logos. Effective sonic branding involves the use of music and sounds across consumer touchpoints from traditional marketing and advertising channels, to UX and apps, to product design. For example, sonic design for mobile phones, ATMs, laptop computers and countless other devices improves user experience by making tasks easier and more enjoyable. These sounds can also reveal something about the company that created the experience (and, in the case of personalized ringtones, something about the user themselves). Just think about the ‘Tudum’ sonic logo for Netflix, the resounding ‘Om’ sound when an Apple computer starts up, or the 3-note theme for Duracell’s Coppertop batteries.
Sonic branding also encompasses the use of targeted audio for workspaces and call-centers, which we all know as on-hold messaging. A terrific example is Motel 6 and Tom Bodett. The engaging fiddle tune and Tom Bodett’s folksy voice have become synonymous with Motel 6. Their sonic brand is even in the on-hold music you hear when you call any Motel 6. Bodett assures callers that “one of our fine folks will be with you soon. If you get the talking horse, I apologize.”
What does your brand sound like?
In the same way a brand has a visual identity to help differentiate it from its competitors, an audible identity can be developed to add richness to the brand story and create deeper emotional connections with audiences. It can also be used internally to strengthen employee understanding and association with the company’s core values.
Today, sonic branding is integral to any brand’s trajectory. Advertisers now have the ability to harness the power of sound to connect with consumers in new and meaningful ways, capturing attention, creating emotional bonds, strengthening recall, and driving purchase intent. All brands need a coherent sonic strategy to compliment their visual, social, and cultural equity, and across all available touchpoints. A soundtrack so representative and indelible, that the brand is instantly identifiable in just a few listens — just like ‘Bong-Bing-Bong’ still does for NBC.
Ready to be heard?
Stephen Arnold Music (SAM), The World Leader in Sonic Branding®, has over 30 years of experience creating award-winning music for leading companies worldwide including CNN, Sony Interactive, Match, UPS, ESPN, and more. Often referred to as the most-heard, least-known composers in the world,our music reaches millions daily through broadcast, digital media, film, entertainment, experiences, corporate brands, and advertising.