By Joel Beckerman, Founder + CEO, Made Music Studio
Sonic Logos are the latest must-have in the marketer’s toolkit. Everyone’s clamoring for one, especially in today’s digital and audio-first world. No wonder. When executed with real rigor and commitment, Sonic Branding can do wonders — increasing branded attention by 8.5x and improving ad engagement by 41%.
But here’s the hard truth: most Sonic Logos are Dead-On-Arrival.
To the detriment of great brands everywhere, many marketers’ and agencies’ approach to sonic branding is fundamentally flawed. And after over 25 years in this business, I get it: there are so many ways to go wrong. For one, sonic logos are often created the same way ad underscore music is created — often to support the story of a single ad or campaign. Or even just as an aesthetic choice of what fits with a visual logo. This yields quick-fix solutions, and they often vanish just as quickly with little or no ROI or brand value.
But why does this happen? Sometimes it’s due to a lack of expertise. Sometimes it is due to an ad agency’s eagerness to please, or for the sake of expediency. But sadly, sometimes it’s not really about brand building at all. It’s really all about controlling the process and choosing the cheapest solution because the value of a sonic branding system is not fully understood yielding to no true multi-platform commitment. Just like visual identities, the ROI of Sonic Identity systems is all about ubiquity and consistency.
The Purchase Power of Sound
The right sonic brand doesn’t just build recognition, it drives customer action. Research has shown that strategically designed music and sound can increase purchase intent by as much as 86%. This isn’t just about making your brand memorable; it’s about moving customers from awareness to action.
Want more proof of ROI? AT&T audience research shows that their sonic logo is their second most recognizable brand asset after their iconic globe. Audiences recognize it in podcasts, stadium activations, location-based experiences and advertising — even from the next room, while they’re in the kitchen making a sandwich. That’s the power of a well-executed sonic identity system. What’s more, AT&T has reported that their sonic branding has contributed to a 66% increase in brand attribution.
The Dangers of the ‘Wrong’ Sound
Think of Netflix’s “ta-dum” or the McDonald’s “ba-da-buh-buh-bahh.” The most powerful sonic identities aren’t just sounds; they’re brand experiences. Small stories. They resonate deeply with your brand and stick in your audience’s mind, increasing brand recall by as much as 38%. But too often, what we’re getting instead is non-distinct noise.
So let’s talk about sonic trash — sonic logos created with the preponderance of meaningless, indistinct chimes, random notes, bells, sound effects and claps that we are confronted with every day. Sure, there’s sound, but is there meaning and distinction? If you listen closely, you can identify at least 12 brands in market using doorbell sounds as Sonic Logos!
Separating the Iconic Work from the Imitators
So how do you do this right? How do you know you’ve got the right formula for a great Sonic Branding solution? Here are 4 questions you might ask yourself:
1. Could the solution only be for your brand, and no one else’s?
A great sonic logo and identity system should be based on a concept that is so specific that it could be for no other brand. Sonic identities are about concepts, not notes. So close your eyes and listen. Does the sound tell a story unique to your brand, even without visuals? Does your creative concept evoke a narrative and feeling that belongs solely to your business, certainly within your product category and ideally in the larger marketplace?
2. Is it flexible enough to work across your entire customer journey?
We must bring systems thinking to Sonic Identity. A sonic logo in advertising alone isn’t enough. It’s like using just your visual logo or color palette in an ad and ignoring your visual identity everywhere else. The real power of branding comes from the way all the elements work together, and sonic branding should be no different. Everything from a sonic logo, to social media beds to UI/UX sounds and executive walk-on music should create a cohesive, memorable experience.
3. Does your rollout plan include saturation and consistency?
Great sonic branding maintains consistency not just across all platforms, but for the brand’s lifetime. They evolve as the brand evolves. Yet some brands have launched and replaced sonic logos, the core of the Sonic Identity System within just 18 months. The result? No consistency, no attribution, no equity. It’s the sonic equivalent of changing your visual logo every year. Would Starbucks replace their iconic Mermaid identity muse, or Nike its signature swoosh just in time for Christmas?
4. Are you bringing the same rigor to your Sonic Branding assets as you do other brand identity assets?
Marketers are masters of visual identity systems. They know how brand elements work together to tell a cohesive brand story. But when it comes to sonic branding, that same level of rigor, and commitment, is often missing. A successful sonic identity launch includes a rollout strategy, a complete sonic toolkit and consumer implicit association testing and in-market research. (And if it’s not in-market anymore that tells you a lot.)
Sonic branding isn’t just about creating a sound that works in an ad; it’s about building a sound that becomes synonymous with your brand. The potential is enormous — when done right. Ask yourself, is your sonic branding designed to last, like a visual identity system, or is it just another piece of sonic trash? Because in the end, only those who treat sound as a strategic asset will stand out in a crowded marketplace and only those brands will reap the benefits.
