Sonic branding: Finding your brand’s voice in the age of audio
When we think of brands, we think of logos, products, advertising and digital services. But the power of brands is also consciously and subconsciously driven by the music and sounds we associate with them. In this regard, sound is a powerful tool in any marketer’s arsenal, able to build both an emotional connection with consumers, significantly shape the customer experience, and build brand loyalty, recall and trust over time.
From smart speakers to the Internet of Things, consumer relationships with brands are increasingly shaped by sonic experiences. Consumers can process sonic information much faster than the text equivalent, meaning brand perception is increasingly driven – consciously and subconsciously – by sound and music association.
"Successful branding is, at its heart, all about building a relationship. Just like any other human interaction, a relationship with a brand engages all five senses and relies on consistency to build trust."
_Michele Arnese, amp's CEO & Founder
Sonic branding might just be the next great frontier for all brands (regardless of size) to cross and whilst it’s far from a new concept, the technology seems to have finally caught up to its potential. As this technology improves, brands need to start being savvier about their sonic identities.
If you are interested in finding out more insightful details about sound branding and evolving voice technology, you can find the full article here.