Introduction
In an age where visual branding dominates the conversation, sonic branding is emerging as an essential but often-overlooked signature for brands. As TikTok remixes the music industry and MassiveMusic leads the charge in creating sonic identities, it’s time for marketers to recognize the significance of sonic branding. This article elucidates why every brand needs it and how it works, catering specifically to CMOs and Marketing Executives looking to gain a competitive edge.
A New Opportunity: Owning the Sonic Space
In a world where 9 out of 10 TikTok users affirm the importance of sound, many brands still lack a sonic identity. This lack of focus on a music-first approach presents a key opportunity for brands to enrich their brand identity, gain an advantage over competitors, and create more memorable customer experiences.
What is Sonic Branding?
Sonic branding is a holistic strategy, encompassing a brand’s use of music and sound across all touchpoints. It includes a sonic DNA track, sonic logo, various track adaptations, and more. By leveraging distinct brand sounds, brands can increase recall by over 8x compared to traditional elements like logos.
Why Sonic Branding Matters
Sonic branding resonates with audiences on a human level, altering perceptions and triggering emotional recall. Yet, few brands utilize it strategically due to perceived complexities or risks in the music industry. This is a strategic misstep that your brand should not make.
A Comprehensive Approach to Branded Music and Sound
- Audience Research and Strategy: Understand consumers’ behaviors to build a sound strategy. Dive deep into your brand and align creatively with your sonic mood.
- Creative and Production Phase: Utilize tools like MassiveBASS to match your brand archetype and values to music. Create an ownable sonic identity backed by science and strategy.
- Adaptations and Extensions: Create a soundscape and leverage your sonic identity across internal and external teams.
- Implementations and Guardianship: Ensure consistency and effectiveness across touchpoints to build brand equity.
The Sonic Logo: One Piece of the Puzzle
The sonic logo, a 2-4 second sound synonymous with your brand, should not be created in isolation. It’s part of your wider brand ecosystem. Approach it holistically and recognize its ability to speak across platforms like TikTok, radio, and TV.
Proven Benefits of Sonic Branding
Investing in sonic branding can:
- Increase brand recognition
- Positively alter perception
- Increase emotional recall
- Create brand consistency
- Differentiate from competitors
- Save time and money
TikTok as a Sonic Touchpoint
In the fast-paced universe of TikTok sound, a 360-degree sonic identity can make a difference. From developing audio-first creative concepts to licensing tracks, TikTok showcases the importance of sonic branding.
Conclusion
Sonic branding is not merely a trend; it’s a strategic necessity for modern brands. Collaboration with platforms like TikTok and sound partners like MassiveMusic opens new horizons for your brand to create resonant, memorable experiences.
CMOs and Marketing Executives must recognize sonic branding as a critical component of a robust marketing strategy. It’s time to reimagine jingles, engineer original music, and optimize your sound, just as you would with visual elements. By taking a strategic approach to sonic branding, you can cut through the noise and create a truly distinctive brand identity in today’s competitive marketplace.