Sonic Branding - Appealing to feelings!

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By Niko Vijayaratnam

Why sonic branding is going to be more important than ever

"Alexa... what's in the news today" - that's how my day started today and how most of my morning's start. I'll immediately start getting the latest headlines and the ease with which I can do this and the quality of the experience is simply amazing.

The briefing will typically start something like 'Good morning, this is your <insert media company name> morning briefing' but it always features the unique sonic branding of said media company e.g. the "BBC Pips". As we move to a more voice-controlled and audio-centric world (look around you at everyone wearing their overear or inear bluetooth headphones today), marketers are re-visiting sound as a mechanism to create distinct brand identities.

Because it's intuitively easier to say a request out loud than it is to type it, or tap through an app, it seems inevitable that audio devices will play a large part in our lives going forward. For companies looking to get in on this trend, it raises some interesting questions, namely how will they stand out from all the other brands in a world where their logo might not necessarily be seen? For established and new media companies alike, this will be a challenge to overcome as the The Financial Time's CEO, John Ridding points out:

Turning the recognisable branding of the FT into something that will be recognisable through the medium of sound is part of the wide challenge of digitising the paper (Varsity)

If you're still not convinced, I recommend watching the following video's from Julian Treasure and Gary Vaynerchuk. Some of our most powerful and emotive memories are triggered by sound and this is why sonic branding is something that every company should be looking at.

Warning: Authored is not responsible for the content / advertising in third party videos. Gary Vaynerchuk likes to use colourful language and the video below contains expletives.

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