Sound branding
From Wikipedia, the free encyclopedia
Sound branding (also known as audio branding, sonic branding or acoustic branding) is the structured process, in which all auditive communications become a part of the brand and its brand identity. On a strategic level, a world of sound first needs to be outlined for the brand, both in terms of form and content. That is called the Sound Identity. It is used to equip brand managers and agencies with a ready-made tool for the ongoing work on a brand, one that will act as a constant thread.
Based on an existing sound identity will it be possible for all parties to find a common language. Just as a corporate identity, the sound identity provides a framework within specific measures can be developed and checked. The sound identity determines target values from an acoustic perspective and has strategic relevance as a result. At the same time it is a part of the brand strategy and of the briefing regarding the strategy for communications measures.
Sound branding is increasingly becoming a strong vehicle for conveying a memorable message to targeted consumers. As traditional media grows into non-traditional sectors, today’s savvy-eared consumer is accessible anywhere. From non-lyrical sound bites to catchy snippets of tunes, these sonic brands take advantage of one of the brain’s most powerful memory senses; sound.
[edit] Sound logo
A sound logo (also known as an audio logo orsonic logo) is a short distinctive melody or a sequence of sound, mostly positioned at the beginning or at the ending of a commercial spot. An effective sound logois constructed to stay in one's memory.
The definition emphasizes its function as an acoustic trademark. The Sound Logo is next to Jingle, Brand Music and Brand Theme one of the tools of Sound Branding, the structured process where sound becomes a part of the brands’ communication. Furthermore the Sound Logo can be seen as the acoustic equivalent to a visual logo. Often a combination of both types is used to enforce the recognition of a brand.
The short melody leads to learning effects on consumer's perception of a certain product. Due to human auditory behavior a melody instead of a sequence of sound is more memorable. When a melody starts, the human brain automatically expects the ending. To have an effective combination of melody and brand a high frequency and consequent use of the Sound Logo in brand-related media (TV, radio, internet, telephone waiting lines etc.) is essential.
Examples This is an incomplete sound logo list, currently in use or abandoned:
Conditions Several points are important to consider:
Uniqueness
An Sound Logo is supposed to be unique (in terms of different) to other Sound Logos. That kind of polarisation can be used to create a brand's or company's surplus due to the direct attribution to a brand.
Memorability
In order to achieve brand recognition an Sound Logo has to be simple and clear. That is the most important condition to fulfil. An earcatcher as an Sound Logo is perceived and recognised more often by consumers.
Flexibility
With a lack of flexibility an Sound Logo can loose its function for recognising a brand. It should be considered that essential features (like those of a brand) should be hold. Other features like the instrumentation can be changed.
[edit] See also
[edit] References
- Bronner, Kai / Hirt, Rainer (2007): Audio-Branding. Entwicklung, Anwendung, Wirkung akustischer Identitäten in Werbung, Medien und Gesellschaft, Verlag Reinhard Fischer, München (German, 2 articles in English)
- Jackson, Daniel (2004): Sonic Branding: An Introduction, Palgrave Macmillan
- 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)
