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As one of our most powerful senses, sound can evoke emotions, trigger memories, and influence our behaviors. In this episode of the NerdBrand Podcast, we explore the significance of sound in branding.

From informing you a message was sent to its recipient or through the incorporation of sonic logos, sounds are resourced to create a unique and defined brand experience.

Audio branding is the strategic, conscious use of sound and music across all brand touch points to encourage more engagement and establish meaningful, effective communication.

The Psychology of Sound

Ironically, both the physiological and psychological influence sound has on our purchasing habits can greatly impact loyalty to your brand.

This article discusses the psychology behind sound.

Psychoacoustics is the scientific study of sound perception and audiology. This includes speech, music, and other sound frequencies that travel through our ears.

The Los Angeles Recording Studio

How Does Your Brand Sound?

You can make a one-of-a-kind brand identity using music, voice, or sound effects. For example, iPhones use a distinctive sound when you turn it back on from a trip to the movies or that really important business meeting. This sound effect has become so iconic that it is now associated with a variety of Apple products.

Recognize this when charging your iPhone 6-12?

Sonic logos

A sonic logo is a short form of memorable music that represents a brand. Sonic logos are often for advertising and marketing campaign purposes. For instance, the famous MGM lion roars you hear in the theaters or on family movie nights are a prime example of a catchy sonic logo.

Here’s Netflix’s sonic logo below for reference.

Sound can also establish a sense of place.

A local coffee shop might use soft, relaxing music to display a calm, inviting atmosphere. Whereas a retail outlet is more prone to play upbeat music portraying a more energetic, exciting environment.

Again, this implementation of sound, music, sonic logos, jingles, etc. opens the door to an unforgettable brand experience that will resonate with their target audience.

Here are some additional tips:

  • Adopt music that is appropriate and aligns with your brand.
  • Produce a sonic logo that is catchy.
  • Incorporate sound to establish a sense of place.

We hope this has given you some stealthy insight into how sound impacts branding efforts. Need further assistance on how to accomplish memorable branding? Contact the nerds using the information below.

Jason Davis

Author Jason Davis

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