Sonic Branding Is Booming

MARKETERS ARE USING SOUND TO MAKE BRANDS MORE RECOGNIZABLE TO CONSUMERS. 

- Katie Richards

Sound is a powerful tool that can trigger specific memories or emotions. It’s a staple for marketers who have used jingles (think, “I’m a Toys R Us Kid”) to connect emotionally with consumers, whether on TV or radio. But as technology like Amazon’s Echo or the Google Home Assistant become more embedded in our daily lives, it’s becoming increasingly important for brands to create those same emotional connections without visuals, just sound.

Cue sonic branding—or the “use of sound to reinforce a brand identity,” as Audrey Arbeeny, founder and executive producer of sonic branding agency Audiobrain, described it.

Visa found that sound could make consumers feel safe and secure in their transactions, and that 81 percent of shoppers would have a more positive reaction to Visa if it incorporated sound or animation into its marketing or shopping experience. With that in mind, the brand released a special sound in December. After using a Visa card, either in a digital or physical store, customers hear a chime of sorts, signifying a secure, speedy transaction. Eighty-three percent of respondents said Visa’s new sound sparked a positive perception of the brand.