Sonic Branding: What Is It & Why Is It Important?

Community Sonic Branding: What Is It & Why Is It Important? Lisa PerrySeptember 01, 2022sound wave Bigstock {"adCodes": [{"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 0, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}, {"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 1, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}, {"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 2, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}], "adsOrder": [2]}

Sound has an amazing effect on our life. It evokes memories, emotions, and other strong physiological reactions. During the pandemic, many experienced difficult emotions of stress, isolation, boredom, and even anger. People responded by taking to their balconies, windows, and even rooftops all over the world to sing. The reaction was immediate: a happy switch flipped on, spirits lifted, and neighbors cheered and clapped their hands.

The power of sound connects, uplifts, inspires, and transcends cultures, languages, and even the visual world. Let’s take a look at what sonic branding is, why you should use it, how to incorporate it into your brand experience, and how to develop a strategy.

What Is Sonic Branding? Woman with hearing aid hears sound waves

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Did you know that we react to sound in 0.146 seconds? Sound affects every aspect of our lives. It’s not surprising then, that sound has a powerful emotional effect on us.

Sonic branding is a holistic and strategic approach to using sound and audio elements, ensuring your brand is heard as well as seen. It includes voice, jingles, songs, and identifiers that build an emotional connection with your consumers. It’s the creation of a comprehensive audio brand architecture. Some of the best and most iconic examples include NBC chimes which have endured for 90 years and were the first trademarked sound, Intel’s audio logo that’s said to be played somewhere in the world every five minutes, McDonald’s I’m Lovin It “ba da ba ba ba” ditty, Mastercard’s priceless music album that is available on Spotify with songs by 10 artists, and the 1-877 Kars4Kids song which has taken on a life of its own, becoming a force for good nationwide. Source.

Sonic branding creates a memorable brand experience, engaging consumers across every possible brand touchpoint.

Why Should You Incorporate Sonic Branding? Mom and son listen to music together

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To stand out from the competition, it’s critical to find innovative ways to connect with consumers. By incorporating sonic branding into your strategy, you will be adding to the overall consumer experience while building closer relationships.

Here are a number of reasons why you should consider investing in sonic branding so your brand can truly stand out:

  • 74% of young adults feel emotionally connected to brands, thanks to music
  • Music improves brand recognition by 46%
  • 40% of businesses are integrating voice branding into their marketing efforts
  • Brands that use music are 96% more likely to be remembered by consumers
  • Audio ads are 2x more likely to lift purchase intent and information intent than display ads
  • Music and the pace of it can influence customer behavior (slower music increased sales at a U.S. supermarket chain by 39.2%)

(Sources: Writer's Block Live, Modev Blog, and Audiodraft)

If this hasn’t convinced you that your company needs sonic branding, then check out these 10 reasons why:

  • First to market advantage in your niche
  • Increases brand recognition
  • Creates brand consistency
  • Helps differentiation
  • Increases emotional recall
  • Positively alters perception
  • Changes how we feel
  • Reminds us of something important
  • Convinces us to act
  • Boosts brand personality
How To Use Sonic Branding Woman in music studio smokes

Photo by Gaston Roulstone on Unsplash

There are different types of audio content to integrate into your branding strategy. Before you dive in, here is a list of 13 to consider:

  • Audio Logos:MGM’s iconic lion roar with their audio logo as an example
  • Audio Names: LinkedIn's use of your name in audio form
  • Audio or Video Content:
    • Social Media: Elf commissioned a branded song, “Eyes Lips Face” with thousands of celebrities, influencers, and content creators like Brittany Broski, joining in on the lip sync and makeup tutorial trend.
    • TV: The popular Law and Order television franchise is known for its iconic “doink-doink” as well as their “da, da, da, da, dong.” These have become their hallmark sounds, being included in their ad campaign.
    • Radio: Danmark Radio needed to be more present as the mother brand. So it introduced sonic branding across its radio stations, TV channels, numerous websites, and streaming services.
    • Streaming Audio and Video: Pandora has developed their own signature sound.
  • Podcast or Vlog: Consider using music or jingles in your podcast/vlog. Ensure the volume is not too high so as to distract from what you are presenting or too low so as to not create the mood you want. Jingles and audio logos are other options to help round out the overall experience.
  • Audio Advertisements:Salesforce Customer 360 Product ad starts with a soothing woman’s voice and soothing sound effects telling you to relax and take a break while they take care of the stressful details of your work.
  • Website Interactions or Button Clicks.
  • Script Writing and Voice Artistry.
  • Curated Playlists: Herbal Essences released a playlist of “songs to sing in the shower.”
  • Audio Manufactured Devices (i.e., computers, cell phones, computer games, appliances, etc): Apple has been ahead of its time in sonic branding, creating a song, “Start Up” that has been around for over 45 years. Whether you are using Apple Computer, Apple Phone, Apple Pay, or AirPods, the song offers emotional cues and expectations of the consumer for each interaction.
  • Audiobooks: A signature page transition or audiobook introduction.
  • Customer Service: Hold music when customers contact the customer service center. Cisco’s hold music has been trending for some time and is quite catchy, worth calling just for a listen.
  • In-Person Experiences: Music plays when consumers visit your brick-and-mortar store, events, conferences, trade shows, fairs, etc. AT&T has a retail flagship store in San Francisco. As you take the escalator to the second floor, a piece of music with a low-volume instrumental track, piquing consumers’ interest, draws them in, with the music reaching a crescendo as they enter the second floor.
  • Product Sounds and Design.
Develop A Sonic Branding Strategy music/sound mixer and equipment

Photo by Fernando Batista on Unsplash

Let’s start by developing your sonic brand strategy. Here are four steps to keep in mind as you create a strategy that builds your sound identity.

1. Research & Insights

  • Know Your Target Audience: Here are some questions to consider before you begin developing your sonic brand strategy.
    • The age of your customer
    • What are your customers looking for from you
    • What brand sounds are resonating with consumers
    • What do you want your sound to convey to your customers: dramatic, exciting, gentle, welcoming, fun, carefree, family friendly, romantic, seductive
    • How do you want your customers to feel when they hear your sound
    • What sounds will appeal to your customers
  • Conduct Competitive Analysis: Get insights into the experiences other companies are creating with their audio branding strategy.

2. Align With Your Brand Identity: As you create your sonic brand strategy, ensure that it is aligned with your overall brand identity.

3. Develop Your Sound: You can leverage sound experts to manufacture your sonic branding or use services like Cloud Cover which provide instant access to fully licensed sounds, jingles, and songs.

4. Create Consistency: Ensure your sonic branding is consistent across all consumer touchpoints and with every aspect of your brand voice.

Now is the time to consider sonic branding for your brand strategy. Music, jingles, voice, and melodies are all great ways to enhance your customer's experience, helping your brand stand out above the competition. Start building your brand leadership today. You’ve got this!

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If you want to stay relevant in your industry, you need to constantly think about the value you provide as a business-of-one. Do you have the expertise required to do your job, and do it well—better than almost everyone else? You also need to make sure you're developing your skills so you don't fall behind and get pushed out by someone more qualified. But what skills are the most valuable (and in demand)?

We recently asked our leading executives what the hottest skill set in their industry is right now, so you can get a competitive advantage.

Here are their responses...

Percy Leon, Digital Media Content Executivecontent creation concept

Image from Bigstock

The hottest skill set right now in my industry is professional content creation. This is because employers are increasingly looking for people who can produce high-quality content that is engaging and informative.

Content creators who can consistently produce great work are in high demand, as they can help companies to reach a wider audience and build a strong online presence.

Additionally, professional content creators often have a deep understanding of their industry and are up to date on the latest trends. This makes them valuable assets to any company, as they can provide insights that other employees may not be aware of.

For content creators, the ability to produce great work is often accompanied by a sense of satisfaction and fulfillment. This is because they can use their skills to make a positive impact on the world. Additionally, many content creators feel a deep sense of connection to their audience and enjoy being able to connect with people from all over the globe.

Finally, content creation often allows creators to work from home, which gives them more flexibility and freedom when it comes to scheduling and family life. For all these reasons, professional content creation is a highly sought-after skill set in today's job market.

Percy Leon is a digital media content producer specializing in educational technology and entertainment. He is interested in web3, metaverse, and the use of virtual reality for storytelling.

Lisa Perry, Global Marketing ExecutiveMarketing professional makes a presentation at work

Image from Bigstock

If you’ve been in marketing for a while, you know that marketers constantly reinvent themselves ensuring they are in demand. Here are three marketing skills that are in demand right now:

Digital Marketing: Half of the top 10 jobs posted on LinkedIn are in the digital space. The existence of digital marketing is focused on company growth which includes driving brand awareness, promoting products/services, creating customer leads, driving conversions, and ensuring ROI.

Analytical Thinking: It’s your ability to use logical reasoning, make informed decisions, and solve problems. Are you able to review the impact of your work, (i.e., is this campaign working?) and adjust accordingly? Can you find market trends and translate them into concise, actionable insights?

Strong Communication Skills: Successful marketing communication requires understanding your audience, communicating in a way that encourages meaningful conversations, and determining the optimal combination of platforms that drives engagement. If done right, your brand could see increased brand awareness, leads, and conversions.

Lisa Perry helps companies build leadership brands, driving loyal customers & delivering profitability. She does this through a process that builds brands consumers love. Her goal is to help companies develop, monetize, and grow their brands.

Sarita Kincaid, Tech Media ExecutiveCommunications and business professionals look at data during a work meeting

Image from Bigstock

The job market is getting more competitive for corporate communications professionals, so what one skill will make candidates stand out from the field in 2022? It’s not the ability to pitch and place articles in the media, to drive awareness through social media, nor to create and drive successful brand preference campaigns—those skills are table stakes.

The most important differentiator making communications candidates stand out with employers is the ability to source, interpret, and act on findings from data. But, what does data have to do with public relations, analyst relations, and employee relations? Everything!

Savvy comms professionals are leveraging data generated from AI-enabled software to help determine sentiment analysis, utilize analytics to determine the likelihood of article and report placement, link outbound programs to ROI/revenue, test crisis comms language, and coach spokespersons.

Being able to demonstrate how you have leveraged data to drive quantifiable results and ROI/revenue, will make any communications professional stand out in a very competitive job market.

Sarita Kincaid is a tech media executive with a demonstrated ability to build and grow award-winning programs. She brings a data-driven approach to influencer relations with a focus on developing strong brand advocates and aligning them with sales programs.

What's the hottest skill set in your industry right now? Join the conversation inside Work It Daily's Executive Program.

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It's easy to get excited when an employer is interested in you, especially when you haven't had any luck getting interviews or job offers. But what if the job proposal isn't a good fit for you? How do you decline a job offer?

Some of you might be thinking, "Decline a job offer? Why would I do that?"

Here are some of the reasons why you should reject potential employment:Reason #1: It Doesn't Feel Right

"You are a company," says professional development coach and facilitator Henrieta Riesco. When you're looking for a job or being offered a job, what the company is looking for is what Riesco calls, a mutual benefit.

For companies, it's important to find ways to be a better company, and as a job seeker, you have to adapt to that same mindset.

The ultimate goal for your "company" (you) is to thrive and excel at your professional talents. If the job description doesn't make you feel like your company can progress, then it probably isn't a good idea to take the job.

Reason #2: Your Values Don't Align With The CompanySerious man thinks about declining a job offer

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It's one thing to say a job position doesn't feel right. It's another thing entirely when your professional values are not in line with the company at all.

Riesco uses the following analogy when describing why having mutual values with a company matters.

Let's say you're a person who's an advocate for preserving the environment and the company that's really interested in you is an oil company. That probably doesn't align with your values if you're an environmentalist. In fact, you probably never should've applied for the job in the first place, and you could have avoided wasting time on this employer if you had made an interview bucket list.

"You have to look at the bigger picture of the company and really find out if you want to support that," says Riesco.

Reason #3: The Employer Wants To Exploit Your SkillsHiring manager talks to a job candidate during a job interview

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This might be a no-brainer for some, but it's important to point out because when an employer wants to exploit your skills, rather than use them in a way where you're still comfortable practicing those skills and enjoying them, then the job is no longer about how you can benefit yourself and the company with your professional abilities.

Rather, the job becomes something only your employer controls, and exploiting your talents is how they choose to use your expertise.

Declining The Job OfferSerious man on laptop holds his phone as he declines a job offer

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So, how does one reject an unwanted job offer?

Riesco states that when it comes to rejecting a position, you have to think about that mutual benefit between yourself and the employer.

"Tell the employer why you don't see a match," says Riesco. "State the possibilities, areas, and interests you have right now," and explain why it doesn't match with their company.

By talking about the things you have to offer, you allow the employer to get a clearer sense of who you are as a professional and what you can provide for the company.

It also clears up any misunderstandings about the position. By highlighting your concerns, the employer could clear things up in case you got the wrong idea.

In addition, crafting a rejection that allows an employer to respond is also key when declining a job offer. It shows that you don't want to burn any bridges.

We can do this by saying the things we would want to hear from an employer when rejecting us for a position. "Treat others how you want to be treated," says Riesco.

Nowadays, a lot of employers who aren't interested in certain candidates don't even take the time to respond to them. This is not the way you want to handle your rejections. Really think about the things you want to express about the position and why you feel it isn't a good fit.

Be honest and authentic.

Emphasizing that the position isn't right for you at this time is also something you want to make sure you include in your rejection.

"I would love to keep in touch with you and would love to know what other opportunities you would have in the future," are some good things to say to keep that connection with the employer, according to Riesco.

This shows that you're not rejecting the company entirely by declining the position, and hopefully, sometime in the future, you could contact that employer and see if you'd be a better fit for the company at that point in time.

It's never an easy decision to decline a job offer, especially when you've been struggling to get hired. By following these tips, you'll make sure you don't accept a job offer for a position you don't really want.

Nothing is worse than accepting a job offer and then realizing a few weeks in that you've made a huge mistake!

When the job feels right, you'll know.

Need more help with your job search?

We'd love it if you signed up for Work It Daily's Power Hour Event Subscription! Get your career questions answered in our next live event!

This article was originally published at an earlier date.

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Originally posted on: https://www.workitdaily.com/sonic-branding