Sound branding (also known as audio branding, sonic branding, acoustic branding or sonic mnemonics) is the use of sound to reinforce brand identity. Sound branding is increasingly becoming a vehicle for conveying a memorable message to targeted consumers, taking advantage of the powerful memory sense of sound.

Sound logos

The sound logo is one of the tools of sound branding, along with the jingle, brand music, and brand theme. A sound logo (or audio logo or sonic logo) is a short distinctive melody or other sequence of sound, mostly positioned at the beginning or ending of a commercial. It can be seen as the acoustic equivalent of a visual logo. Often a combination of both types of logo is used to enforce the recognition of a brand.

The sound logo leads to learning effects on consumer's perception of a certain product. A melody is the most memorable sequence of sound, since, when a melody starts, the human brain automatically expects the ending. The most essential qualities of a sound logo are uniqueness, memorability, and flexibility.

Other forms of sonic branding

Sonic branding encompasses many other tactics intended to convey organizational or product identity (who an organization is and what it stands for); enhance consumers' experience of a product or service; or extend an organization's relationship with its audience.

Sound design for mobile phones, ATMs, laptop computers, PDAs, and countless other devices can improve the user experience by making tasks easier and more enjoyable. These sounds can also reveal something about the company that created the experience (and, in the case of personalized ringtones, something about the user him/herself). Manufacturers, software designers, and marketers who create these sonic experiences purposefully and with a view toward expressing something of themselves are practicing sonic branding.

Another form of sonic branding involves an organization's public association with or sponsorship of a musical enterprise—a non-profit music organization, for instance, or perhaps a music artist or group of artists. For example, some companies completely unrelated to music offer free music downloads on their websites. Ostensibly intended to demonstrate the sponsoring organization's good will from a cultural patronage stand point, practices like these also brand the organization by calling public attention to its beliefs, its values, and its aesthetic sensibilities.

References

• Groves, John (2008): „Sound Branding – Strategische Entwicklung von Markenklang“. Marken-Management 2008/2009, - Jahrbuch für Strategie und Praxis der Markenführung, Henning Meyer (Hrsg.), Deutscher Fachverlag 2007. ISBN 978-3-86641-121-0
• Bronner, Kai / Hirt, Rainer (2007): Audio-Branding. Entwicklung, Anwendung, Wirkung akustischer Identitäten in Werbung, Medien und Gesellschaft [Development, Usage and Effect of Acoustic Identities in Advertising, Media and Society] , Verlag Reinhard Fischer, München (German, 2 articles in English).
• Treasure, Julian (2007): Sound Business, Management Books 2000.
• Ringe, C. (2005): Audio Branding, VDM Verlag Dr. Mueller, Berlin (German).
• Spitzer, Manfred (2005): Musik im Kopf - Hören, Musizieren, Verstehen und Erleben im neuronalen Netzwerk, 1. Aufl., 5. Nachdr., New York : Schattauer (German).
• Jackson, Daniel (2004): Sonic Branding: An Introduction, Palgrave Macmillan.

Langeslag, Patrick/ Hirsch, Wilbert (2004): Acoustic Branding: Neue Wege für Musik in der Markenkommunikation, in: Brandmeyer, K./ Deichsel, A./ Prill, C. (Hrsg.): Jahrbuch Markentechnik 2004/2005, Deutscher Fachverlag, Frankfurt am Main

External links