A passionate marketer, CEO at iResearch Services, TechInformed & GivingforGood.
It’s estimated that the global smart speaker market will reach over 200 million units this year and that number will continue growing. As 5G networks roll out, this number is expected to climb even more.
What does this mean for thought leadership marketers?
Many marketers aren’t exactly sure what sonic branding is all about. No, it has nothing to do with the Sonic Drive-In restaurant or Sonic the Hedgehog video game, although these brands stand a chance of winning at digital audio. Some marketers understand the assignment and are starting to leverage sound into their brand strategy. Yet, for thought leadership marketers, digital audio may be far from the top of their priority lists.
Sonic branding may not be that well known, but for many companies—whether large corporations or small businesses—I believe it’s as important as visual branding. In this article, I talk about how B2C companies use audio sparingly in their thought leadership (TL) strategy. I will also show how it could make a difference to their brand.
Defining Sonic Branding
Sonic branding is a strategy in which a specific song or sound is used as part of the customer experience so that they associate it with a company, product or service. This could be anything from a commercial jingle to an audio logo. There are three main types of sounds in sonic branding: human voice, nonhuman ambiance from the environment and vocal and/or instrumental music.
Digital sound can help brands stand out when customers are bombarded with so much noise. It’s also a way to spread a message or capture a brand’s DNA, unlike any words and images are capable of. This is a plus when it comes to enhancing a company’s thought leader’s voice.
The Rise Of Sonic Branding
Digital audio is on the rise, primarily driven by technology. From voice interfaces to voice influencers to voice research, it’s no wonder that experts in the field are expecting a “Sonic Boom.” Not only that, but I find FOMO (“fear of missing out”) to be a powerful motivator for marketers, even more so now than ever before. It’s safe to say that marketers will slowly but surely become more aware of sonic branding.
Sonic branding can be used in a myriad of ways:
• Product use-related sounds (e.g., startup sounds, error alerts)
• Corporate messaging (e.g., on-hold music, voice mail)
• Recorded content (e.g., landing pages, videos, games, audiobooks)
• Live shows (e.g., thought leadership podcasts, radio)
• Voice assistant content (e.g., Alexa Skills)
• Messaging applications (e.g., text, emails, chatbots)
• Away-from-home sites (e.g., retail store entry, POS)
• Digital, radio and TV advertisements (e.g., jingles)
More and more consumers are searching and shopping online by voice. Voice shopping was expected to reach $40 billion by 2022. Voice-activated devices and smart speakers offer opportunities for brands to reach a much larger audience.
Benefits Of Using Digital Audio
I think the unique aspect of sonic branding is its ability to engage consumers subconsciously. It’s like a subliminal word or image flashed before one’s eyes in a fraction of a second. On the surface, it’s not even noticed. In the back of their mind? Yep, it’s there.
Digital audio used for sonic branding offers many benefits, including:
• Defining and reinforcing a company identity
• Differentiating product/service offerings
• Improving brand recognition
• Adding an emotional connection
• Transforming audio into actions
• Persuading consumers to make a purchase
• Generating brand loyalty
• Improving customer experience
In much the same way as visual branding, sonic branding can get deep into consumers’ minds without them even realizing it. Some of them you’re already familiar with. Remember the Oscar Mayer advertising jingle: “I Wish I Was an Oscar Mayer Weiner”? Or, for younger generations, McDonald’s “I’m lovin’ it!” These top TV commercial jingles stuck in people’s minds—total “earworms”—possibly making them crave bologna sandwiches and French fries.
How B2C Brands Are Using Digital Audio
Many companies use digital audio. Mastercard and TikTok have made tremendous strides in their business using sonic branding. There’s much to learn from these two giants.
Mastercard: Mastercard launched a brand related to this growing innovative strategy. Their sonic brand identity, introduced in 2020, is a unique Mastercard melody played when consumers engage with the brand through ads, store checkouts and sponsorship events.
TikTok: According to TikTok, “Music is TikTok’s universal language.” The report goes on to explain: “each song represents a flourishing web of emotions, in-jokes, and dances.” There were more than one billion videos associated with over 176 different songs, five of which reached the top spot on the Billboard Hot 100.
Digital audio is undoubtedly the way of the future. Companies that take advantage of sound will reap many benefits that can elevate their brand to a higher level. Take it from the likes of Mastercard and TikTok.
Getting Started
To successfully implement sonic branding, understand your brand’s identity and audience preferences. Develop a strategic plan outlining where to use sound. Collaborate with sound designers to create unique audios and test them with your target audience. Consistency and adaptability are key challenges; ensure your sound remains consistent across platforms and adapts to different contexts. Clear usage guidelines and regular audits can mitigate these challenges, helping to strengthen your brand’s connection with the audience.
I am seeing thought leaders increasing their spending on thought leadership campaigns and believe one of the key channels is going to be sonic in coming future. Is sonic branding at the top of your thought leadership marketing priority list?
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Read the full article here
