Over the previous few years, sonic branding has developed from a distinct segment, nice-to-have advertising and marketing asset to vital for any full model ecosystem. Ahead-thinking corporations understand they have to use sound and music to face out each in conventional media and on audio-first platforms like TikTok, Spotify and different social media and streamers.
Nonetheless, understanding your organization wants sonic branding and studying the best way to create an efficient sonic id are very various things. In my time as a producer, I’ve seen manufacturers obtain various ranges of success—and there are 4 fundamental causes a sonic id may be doomed to fail. These are obstacles that can by no means go away, however thankfully, by understanding the place the risks are, you may intention to keep away from them whereas turning into one of many choose few manufacturers with a very iconic sound technique.
Music is subjective
Music is extraordinarily summary and troublesome to speak about. I typically witness groups making an attempt to make it extra tangible by pushing for particular musical parts: “We need an ascending melody because that feels happy and positive.”
Possibly, however there are simply as many profitable examples of “happy” descending melodies in music. By solely pushing for ascending melodies, your sonic id might danger sounding like the remaining—not offering the differentiation you want.
As an alternative of counting on what we expect is interesting, search extra goal measures that inform us what’s efficient. For instance, we all know via analysis that probably the most subconsciously interesting sound is child laughter.
Whereas not each sonic brand must hit the identical mark, it’s useful to get actual information round the place your sonic property are touchdown on KPIs like recall and emotional attraction. Not solely will this verify whether or not you’re really interesting to your viewers, however it should additionally assist get buy-in from stakeholders concerned within the course of.
Dedication is tough
Making a sonic id is like getting married—ideally, you’re signing as much as be together with your id for all times. The perfect predictor of sonic success is sustained, frequent use. You have to decide to utilizing it throughout touchpoints as typically as you may.
Although, as Chris Rock as soon as put it, “commitment will give you a headache.” It’s troublesome to search out “the one” sonic id and keep it up; newer, shinier sounds will at all times beckon you away out of your model. Nonetheless, you will need to resist your wandering ears by understanding that the advantages of dedication far outweigh the difficulties.
