Sonic branding (using sound to connect to your brand) is one of the less obvious brand development techniques. The recognition of a tune or jingle associated with a brand can be a very powerful trigger.
Music has a tendency to get stuck in our heads. We’ve all experienced when a tune plays, and replays in our head, and it’s so damned hard to get rid of. This alone is an example of how powerful sonic branding can be.
Another interesting phenomenon is how easy it is for people to remember the words to a song yet find it difficult to recite a poem. This is very clever way for brands to ensure that their customers remember their phone number as in this Pizza Hut advert.
A jingle is considered successful if after listening to it you want to sing it. Kids do this all the time! This clever form of brand association essentially makes you an advertiser for the brand every time you sing it on the brands behalf!
Ironically a lot of these jingles can be irritating – especially if you can’t get them out of your head!
Then of course there are adverts that contain jingles that we grew up with – classic songs that bring on a sense of nostalgia and connect us to the brand through memories.
If you have the budget to do radio or TV advertising. Although it may seem corny or daggy – there is a lot to be said for creating a song or sound to connect customers with your brand and have them singing about you in the streets (or shower).
Written by branding specialist Debbie O’Connor
Consultant, Strategist, Keynote Speaker
