Be in the Know
- Peloton released a new campaign about its motivational instructors*
- Listen up! Check out the Twenty Thousands Hertz podcast all about sounds, sonic branding, even the voices behind TikTok AI captions
- Hendrick’s Gin released a fun illustrated campaign
- Coors Light made these unique “Chillboards” so people can chill out this summer
*Our new favorite motivational quote 🔥: “You are a plate of fajitas at a packed restaurant turning heads.“
How To Create An Audio Identity with Sonic Branding
Sonic branding is a way brands can activate emotion and memory in a way that visual or textual cues can’t. Think of how jingles can get stuck in your brain for years, how familiar the Netflix “ta-dum” is, or how hard it is to say Hot Pockets without signing it.
For strong sonic branding, there has to be an emotional fit between the audio identity and the brand itself. So how do you find that fit? Let’s dive into how you can discover your brand’s audio identity with these tips:
- Ask Yourself What Sets Your Brand Apart: While this doesn’t work for all sonic branding, sometimes audio comes from a brand trait. An example – Tostito‘s new sonic logo is made from the sound of their jars! What sounds are associated with your brand and consumer experience?
- Use the Catch and Release Theory: Your brand marketing should be “easy to think of, easy to buy, and easily thought worth it.” Just like a “catch and release” fish. So brands should compose an audio identity and sonic brand to help capture and hold the attention of their audience
- Watch out for the Familiarity Fallacy: There’s how you think your brand is, and how it’s actually perceived. Marketers and stakeholders spend so much time thinking about their brand, naturally they think everyone else does, too. So you have to avoid this Familiarity Fallacy by digging deeper to learn how consumers know/discover you.
- Measure the Impact: Market Penetration + Effectiveness + Personality = Impact. Think through your brand’s definition of success in all these areas then measure responses qualitatively.
Audio Content Labs are a bunch of sound geniuses. Check out their full article for the science being how consumers relate to audio and a deeper explanation around sonic branding.
Q for You
MassiveBass
So since we’ve been on the topic of sonic branding and audio content. Where do you get started on making sonic branding of your own? MassiveBass! It’s a data-driven sonic branding tool that matches your brand archetype and values to music.
How so? It has a catalog of hundreds of music assets tested on consumers. With the results, brands can identify the sound that connects best to their unique brand values before crafting their unique sound.
Share and Shout 📢
So you wanna grow your list of subscribers, right? Tap into your existing list, first!
There’s nothing like word-of-mouth and a personal recommendation. That’s why we developed Scalemail Referrals.
It’s a system designed specifically to be built into your email to encourage your subscribers to spread the word. You get to set prizes or discounts to incentivize them, they share their referral link to grab you new subscribers, and you watch your list grow.
Sounds good? Let us show you more.
Watch
Now That’s Commitment
Montblanc is a luxury brand of fountain pens, watches, bags, and other goods. They ran a recent #WhatMovesYouMakesYou campaign featuring prolific artists, actors, figures, and adventurers.
Nimsdai is a mountaineer that was so committed to climbing the 17 highest mountains, he got a full back tattoo before the climb. The watch itself is only seen for less than a second. Montblanc wants the storytelling to speak for the brand instead of just products.
