Using our auditory senses, sonic branding builds deep connections between products/brands and their target consumers, helping them communicate in a more genuine way.
The concept of connecting to customers with sound isn’t new. The first jingle was created sometime around 1926 when the concept of radio emerged as an entertainment medium for the masses.
But in the 50s, television invaded households, sending audio and video signals at the same time. As a result, most companies started focusing on text, visuals, and video, using sight as the main sense in their advertising communication campaigns. Surprisingly, they had forgotten to embrace the POWER OF AUDIO and have since neglected sound as an integral part of the overall experience.
In his book, The Eyes of the Skin: Architecture and the Senses, Juhani Pallasmaa talks about the complementarity between the sight and hearing senses.
He writes: “The sense of sight implies exteriority, but sound creates an experience of interiority. The eye reaches, but the ear receives.”
In alignment with the core values of a brand, a musical marketing strategy can AMPLIFY and make them more MEMORABLE. Although both visuals and music have the ability to trigger emotions and add brand recognition, music makes the visuals more valuable because it creates a deeper and more genuine connection between the brand and the target market on a SUBCONSCIOUS level.
As humans, we are wired for sound.
Our hearing is the only sense that we cannot shut down. Sound is everywhere; it envelops us.
When we hear music, it releases dopamine in our brain, which affects the way we feel, transports us through our memories and even inspires action.
So, there is a clear opportunity for businesses to broaden their marketing horizons by making better use of audio. And now that sound is becoming more prevalent in every household, on our phone and computers, businesses are re-thinking the way they build their audio brand. Thus, SONIC BRANDING is now becoming increasingly popular in the modern marketplace.