What is Sonic Branding?
Sonic branding (or audio branding) is thinking about music in a strategic way and how it describes what your brand is through sound – on all of the touch points your customers have with your business.
With the increasing points of contact between buyer and seller, it’s important to review your sound strategy and ensure it is consistant on all fronts. This creates a much more powerful branding experiencing and greater brand impact.
The first step is to take inventory of the touch points your customers have with your business. Touch points is business jargon for any encounter where your customers and business engage to exchange information, provide service, or handle transactions. To get you started here are some of the few common touch points where you might encounter sonic branding:
- – Instore music
- – TV or radio commercials
- – Product usage
- – Displays or kiosks
- – Website
- – Mobile
- – Telephone and on-hold
The music and sounds throughout these touch points need to reflect the feel of your brand at every step. If someone walks into your store, sees your TV commercial, surfs onto your website or is put on-hold when they call the head office, the feel should be consistent to develop an important deeper connection with your customer.
When done right, Sonic Branding is a powerful weapon to add to your marketing arsenal that in the end will generate more sales and profits!
There have been books written about the subject that outlines some of the research that has be done on sonic branding. “Sonic Branding: An Introduction” by Daniel Jackson is a good start.
Much emphasis has been placed upon the visual representation of brands, but this book defines a new competitive arena in the creation and development of brands–sound. Sonic branding is a new, fast-growing area related to advertising and media development of the branding experience. This will be a distinctive book and the first in this important new area.