Building Brand Connections: How Sonic Branding Hits the Right Note
Imagine a brand crafting a portrait, not with colors, but with sound. This is the essence of sonic branding, where auditory elements come together to create a resonant identity that evokes emotions and connects with audiences. A well crafted sonic identity is not just a jingle; it’s a symphony that embodies a brand's values and vision, setting a new standard for how we perceive and engage with products through sound.
If you're not yet familiar, amplify is the world’s first sonic branding magazine that delves into the transformative power of sound tailored to specific industries. Using our innovative Sonic Hub Tool Ecosystem, we explore the profound impact of sonic branding. Each edition highlights a different sector, mapping its sonic landscape, ranking leading brands by their sonic strategies, and sharing actionable insights to elevate sonic storytelling.
In a recent edition, we turn the spotlight on the beauty industry. Among the standout brands, LUX, the world’s premier fragrance skin-cleansing brand, secured the second spot on our list. In 2023, LUX introduced a groundbreaking sonic framework, ‘For Women, by Women,’ designed to inspire and empower women everywhere. This initiative features a dynamic and expanding music library, tailored for use across TV commercials, digital platforms, events, and corporate content.
What sets LUX apart is their strategic approach. In a short span, they have successfully built a sonic identity that feels authentic, adaptable, and consistent across platforms. By aligning their sound with core brand values, LUX has created a sound that resonates emotionally with their audience. Their seamless integration of this identity into global campaigns demonstrates how a newly introduced sonic element can become memorable and impactful when executed with clear purpose and alignment with the brand’s vision.
While LUX’s approach to sonic branding stands out, other brands demonstrate that consistency is equally crucial. Take Gillette, for example. The brand relaunched its iconic jingle to much fanfare, but inconsistent usage across markets and platforms diluted its impact. The jingle was mainly featured in TV commercials, with limited integration into other channels, potentially hindered by its inflexibility as a single, standalone piece. This lack of cohesive implementation undermined its potential, especially when compared to LUX’s more versatile strategy.
Similarly, Venus, another established brand, primarily relies on the licensed track "Venus", without a fully developed sonic identity capable of adapting across various contexts. While the jingle is iconic, its reliance on a single, licensed track limits the brand’s ability to evolve and build a more flexible sonic identity.
On the other hand, Colgate has developed a sonic identity rooted in its optimistic brand values. Their cultural adaptations and consistent usage of sound across global channels have been impressive. However, Colgate has faced challenges, particularly on social media, where campaigns like ‘My Smile is My Superpower’ allowed influencers to replace their sonic identity with trending in-app sounds. While these sounds are popular, they can be generic, failing to differentiate the brand in an already crowded digital space. By leaning into these trends, Colgate risks losing the unique sonic identity they've cultivated, weakening their branding, especially in digital spaces where standing out is crucial.
Maybelline has also recently reintroduced heritage jingles, but it remains to be seen whether they will leverage this sound more consistently across channels or leave it as a nostalgic reference. In an era where audio touchpoints, especially through platforms like social media, are vital for connecting with younger audiences, consistency and adaptability are key for maintaining sonic branding’s long-term relevance.
LUX’s success is rooted in their approach to creating a flexible, layered sonic identity, rather than relying on a single track or logo. Their versatility across platforms and cultures gives them a distinct edge over competitors, by being able to stay consistent while adapting to the needs of different media.
A brand's sonic identity is more than just a catchy tune, it represents the essence of its philosophy. For LUX, this identity reflects a commitment to authenticity, empowerment, and connection. By deeply understanding their audience, they have crafted a sound that speaks to confidence, glamour, and the empowerment of women worldwide. This approach transforms their sonic branding from a mere sales tool into a celebration of their core values. Ultimately, true authenticity in sonic branding comes from knowing your audience and crafting an auditory experience that resonates with their aspirations and identities.
