Sonic Branding

christopher a. frank

As technology like Amazon’s Echo or the Google Home Assistant become more embedded in our daily lives, it’s becoming increasingly important for brands to create strong connections without visuals, just sound. Visa found that sound could make consumers feel safe and secure in their transactions, and that 81 percent of shoppers would have a more positive reaction to Visa if it incorporated sound or animation into its marketing or shopping experience.

Visa found that sound could make consumers feel safe and secure in their transactions, and that 81 percent of shoppers would have a more positive reaction to Visa if it incorporated sound or animation into its marketing or shopping experience. That could be in your car, in your home, through your smart home devices or even a Fitbit
— Lynne Biggar | Chief Marketing & Communications Officer at Visa

In recent months, streaming service Pandora has ramped up its work with brands—including Ziploc, Dawn, Cascade and California Closets—to develop audio-driven marketing campaigns with a specific focus on how brands think about the sonic identity.

I think for a lot of folks the sound of your brand is still a bit of an afterthought, and as we move more toward a voice-activated world, sound is becoming even more important.
— Lauren Nagel | Group Creative Director at Pandora

It seemingly more important than ever for brands to consider sound in their marketing mixes.

Source: Adweek