Unlocking Performance Potential with the Power of Sonic Branding
In recent years, the advertising world has witnessed a shift in focus from visual-centric branding strategies to a more balanced approach that incorporates the power of sound. Not long ago, the emphasis was heavily skewed. According to a study in 2018 from WARC, a staggering 86% of advertisers had formal visual-branding guidelines, and only 17% of brands had audio-specific branding guidelines1. This disparity highlighted an underutilized avenue that brands could use to connect with audiences on a deeper, more immersive level.
Today, the importance of sonic branding cannot be overstated, especially when it comes to forging authentic connections with consumers across various touchpoints. The sounds associated with a brand—from the music in video ads to the voice in podcast ads—play a crucial role in enhancing brand recall, emotional engagement, and campaign performance. Spotify, in partnership with amp, conducted a survey with our B2B Spotify Soundboard Council panel, a group of esteemed senior marketing leaders, in April 2024. The results were telling: a whopping 97% of respondents agreed that a well-defined sonic branding strategy significantly contributes to customer loyalty and engagement2.
For brands that prioritize sonic branding, it's beneficial to collaborate with platforms that have a strong audio focus and can offer both reach and expertise. Ultimately, the goal is to integrate sonic branding seamlessly into the broader marketing strategy, ensuring that it contributes to building a strong, cohesive brand identity. This strategic approach not only elevates the brand's market position; it also fosters deeper connections with its audience, and helps drive overall marketing performance.
The Importance of having both Sonic and Visual Branding guidelines
In today’s digital marketing landscape, the combined focus on sonic and visual branding guidelines is not just beneficial– it’s important for success. As you will see in the Spotify and amp analysis below, brands that invest in detailed sonic branding guidelines along with visual strategies outperform others. This claim is substantiated by insights from industry leaders and compelling performance data.
Raja Rajamannar, CMO of Mastercard, highlights the effectiveness of multisensory marketing: “Multisensory marketing is the heartbeat of our brand. By making our brand tangible through the senses, we cut through the advertising clutter and create longer-lasting, more impactful connections with people. Our comprehensive Sonic DNA is a key differentiator for Mastercard and propels our brand forward.” Similarly, Spotify’s Global Head of Advertising Sales, Brian Berner, emphasizes the importance of sonic branding, saying, "Sonic branding goes beyond just a sound; it's an auditory signature that embodies a brand’s identity and connects emotionally with your audience at every touchpoint."
Statistical data from Spotify reinforces these points, showing that brands with strong sonic branding achieve a 16% higher incremental Ad Recall and 20% higher Brand Awareness compared to Spotify benchmarks 3,4. Furthermore, when looking at lower-funnel performance, these brands also enjoy a 26% higher conversion rate in the U.S5. The distinction between custom, owned, and stock music also plays a significant role in these outcomes. Brands using custom or owned music, where the advertiser owns the copyright to their soundtrack, see a 33% higher incremental Ad Recall than those relying on stock music6. This suggests that unique and personalized soundtracks resonate more deeply with audiences.
The impact of effective audio-visual branding is also evident across different industries. Auto brands with robust sonic branding guidelines, for instance, on average see a 35% higher conversion rate than industry benchmarks7. This data clearly demonstrates that advertisers who prioritize and meticulously develop both audio and visual branding guidelines are more likely to achieve superior marketing performance. Spotify, with its focus on leveraging sound to enhance brand recognition, offers an ideal platform for brands aiming to make a significant impact in the digital space. Through thoughtful integration of sonic elements with visual cues, brands can craft more memorable, engaging, and effective marketing campaigns.
Conclusion
The importance of sonic branding in today's marketing ecosystem is increasingly clear. As consumer behaviors evolve and new technologies emerge, the role of sonic elements in branding has become crucial for creating memorable and effective marketing strategies. Sonic branding goes beyond mere background music or a catchy jingle; it is about crafting a sonic identity that resonates with audiences across all touchpoints, enhancing brand recognition and driving performance.
Given Spotify's extensive global reach, brand recognition, advertising innovation, and advanced data-driven insights, we are uniquely positioned to help brands make their audio and visual branding guidelines come to life. This expertise ensures that Spotify not only understands the landscape but leads it, making us an indispensable partner for brands aiming to excel in today’s multifaceted media environment.
Citations:
Source: WARC Toolkit 2018
Source: Spotify B2B Community Panel, n=60, April 2024
Source: n=19, Nielsen Brand Effect & Kantar Brand Lift, Global, Q1 2018 - Q2 2023, May 2024
Source: n=93, Nielsen Brand Effect & Kantar Brand Lift, Global, Q1 2018 - Q2 2023, May 2024
Source: n=48, Spotify Ad Analytics, US, Q3 2023 - Q1 2024, May 2024
Source: n=140, Nielsen Brand Effect & Kantar Brand Lift, Global, Q1 2018 - Q1 2023, May 2024
Source: n= 48, Spotify Ad Analytics, Global, Q3 2023 - Q1 2024, May 2024
