Sound has a subtle, yet undeniable power to alter behavior. Witness how easily Dr. Pavlov taught dogs to salivate at the sound of a bell. How moms use a water tap to aid in potty training. Clearly there must be a way to use sound in branding.
Ironically, though sonic branding is ubiquitous on radio, TV and the web, it’s impossible to describe verbally because we’re not aware of it rationally, but on a more subliminal, emotional level. Take Intel® for instance. You may not be able to recreate the sound in your head as easily as a pop song. Yet, the nanosecond your ears pick up Intel’s 4-note logo, you’re reminded of all the brand attributes.
Obviously the most memorable sonic brands are the most harmonious with the original brand such as the legendary roaring engine and a Harley-Davidson® motorcycle. Once you harness the power of sound to your brand, you have made it one dimension deeper, stronger and easier to remember.
The familiar fizzz as the bottle caps opens, the clink of ice cubes in a glass, then the gush of liquid. Your tounge anticipates the rush of sweet dark cola. The audio message transcends language. A toddler understands as well as a senior citizen. That’s the power of sonic branding.