Those of you who are my age and recall adverts on television, surely know how much that one tune accompanying the publicity affected its output, and ultimately us the viewers. Most probably we can still remember many of them by heart, or when we hear a particular song, we immediately link it to that old ad. I know I do.
Mind you, this is not something vintage, as sonic branding is still alive and kicking. Nowadays not necessarily on tv, also because Gen Z do not watch it much, but also online and across social media platforms.
That is a proof that sonic branding has been around us for ages, it worked then and is still very effective now. Let us delve more to see how brands craft it, the rationale behind it, intentions, and targets.
Creating Earworms
Many of us surely remember classic ad jingles the likes of `washing machines live longer with Calgon`, and `I feel like Chicken Tonight`. As aforesaid sonic branding is still among us, for example `I`m Lovin` It (ba da ba ba ba)` makes us salivate as our minds drift to McDonalds.
These are the type of powerful publicity tunes that reach their objective, which is attracting consumers` attention, plant the song in their system so much that they will recognise it and link it to the brand advert.
Believe it or not the advert jingle has been with us from Christmas Eve 1926, when General Mills` Wheaties used it as a last resort before closing down. The new ad, sonic branded, led to a substantial increase in sales wherever it was broadcasted.
The song entangles melody and lyric, thus the jingle helps us to remember not only the tune, but also the tagline or brand name embedded in it.
Logos with Sound
One of the most classic and modern logos of our time must be Netflix accompanied with its staple iconic loud sound `tudum`. Did you know how this was created? Well, it was a combination of Bender`s (House of Cards) wedding ring hitting on the side of his bedroom cabinet, and a slowed-down clank on an anvil.
Moreover, we have the pop and pour sound of Coca-Cola, but that was not the actual Coke being poured, but a synthesiser creation by Suzanne Ciani.
Then there are those sounds of the actual product just doing its thing, like Magnum cracking chocolate when bitten, or the Doritos crunch, they are all deeply sensory, almost like an ASMR with a commercial purpose. Before we realise these sonic brandings become audio cravings for consumers, and if you can make someone salivate with a sound, you have already won.
By time we become accustomed to these songs in adverts, maybe some of them would not reach their potential and result in being annoying or irritating. However, rest assured that if you want to compete on a level playing field out there, sonic branding still works. It is the way to go across all media and devices, as they cut through the noise, they embed, persist, and even haunt us. That is the point, to plant the brand rent-free in people`s heads.
Sonic Branding in Social Media
In this modern day and age, most individuals are always in a rush, scrolling on their devices while commuting. Thus, sonic branding must be in line with these times, sticking to short, original, and effective, as audiences out there are consuming content fast, mobile, and on-the-go.
Nowadays, even when we watch tv, heck even at the cinema sometimes, we are also scrolling on our smartphones, or double-screening. Therefore, if the publicity isn`t quick and catchy, it may be missed entirely. However, a distinctive audio in the form of a tune, a jingle, or even a voice, can do wonders and would enable sonic branding to cut through. Sometimes it can be so good, that viewers may share the ad based on the tune mixed with the plot which captured their attention.
As YouTubers know, the crucial part of any video, being an ad or not, are the first seconds. It determines if you managed to grab the viewer`s attention just by the tune, the scene, or both combined, then introducing the rest rapidly. It is called `the hook`, as it captures and lures us to see more.
Sound – The Glue Holding Campaigns Together
Really and truly, sonic branding is the puppet master who we didn`t know was pulling the strings in our brains for all these years, and it`s still at it.
Clever brands do not create a tune say for Spring and a different one for Autumn, like that it loses its continuity, its bombardment, and becomes weak, or even unrecognisable, zeroising what people were accustomed to hear for that brand.
Therefore, the iconic sound must accompany the advert in the long-term, so much so that we can recognise it even several years down the line, while our brains immediately link it to that particular product.
The next big thing in sonic branding are supermarkets. Yes, the potential is there. Imagine passing by the freezers aisle and listening to ice-cream ads accompanied by music or slurping sounds. It would immediately create curiosity, then cravings, which will attract people to consume, to purchase those delicacies so deliciously presented in that short ad.
Brands will always adapt to different times and places, but one thing is for sure, that sonic branding was and remains the way to put your publicity out there in a captivating even repeated way, until consumers recognise you just by the tune.
In Conclusion
By now we have realised or confirmed how much the music is studied and planned to accompany brands` adverts in a way that it sticks with the viewers, creating an earworm in the process, as even when consumers are humming the tune their mind is directed towards that particular publicity.
That is very powerful in itself, therefore we highly recommend that businesses hone sonic branding professionally in a way to obtain leverage, loyal clientele, and ultimately revenue.