Turn Up the Volume on Your Business: Sonic Identity and the Power of Your Brand Voice

It's widely known that brands have long relied on and harnessed visual aids to help boost their reputations and connect with their audiences on a deeper level in the ever-evolving work of marketing. Examples of this include the well-crafted written word, a compelling tone of voice and memorable visual representation, such as striking logos, bold typography and pithy taglines.

This can also extend to dazzling imagery, whether that’s impactful social media videos or artfully placed digital billboards in urban spaces. Without a doubt, the visual hallmarks of a brand - particularly when it comes to successful recruitment marketing - are vital for obtaining all-important recognition and cut-through in a competitive industry.

However, there has recently been a similar proliferation in the transformative power of sound - or sonic identity - which is essentially a collection of distinctive audio elements that transcend language and culture, by working in harmony to foster a brand's unique voice and identity.

This could be in the form of a short jingle or voiceover to a more complex soundtrack. It can be used in numerous ways, such as in advertising or marketing campaigns or even during customer service interactions. It's about leveraging sound to spark the emotions, values and associations tied to a brand in order to build a consistent image and, in turn, an immersive consumer experience.

Why brands are increasingly going down the sonic identity route

Sparks memories: Who could forget the Microsoft Windows startup sound? These noises have the power to stick with people and can create a lasting impression, even many years later.

Forges emotional connections: Depending on the brand's desired aim, a targeted sonic identity can make consumers feel happy, relaxed or excited - and therefore ready to make that all important purchase.

Aids consistency: Sonic identities ensure a cohesive brand experience across various touchpoints. Whether it's a television commercial, jingle, podcast ad or app notification, sonic identity reinforces brand recognition.

Provides a multisensory experience: Sonic identity combines various visual elements, which help to enhance a brand's overall impact. When both visual and audio aspects align, they create a more wholesome brand experience.

Examples of sonic branding success

McDonald's ‘I'm Lovin' It’ jingle: This memorable jingle has been used by McDonald's since 2003 with the help of Justin Timberlake and Pharrell and is the longest-running slogan in the company’s history, helping to create a positive emotional connection with consumers.

Netflix’s ‘Tu-dum’ sound effect: The subtle two-note sound that accompanies Netflix’s logo animation reinforces the anticipation of watching great content. It signifies the beginning of a unique streaming experience, instilling trust and excitement.

Gucci’s in-store playlist: Gucci has published its in-store playlist on Spotify while also releasing a special ‘100th Anniversary’ playlist. This has allowed the fashion brand to capture a new niche, one where luxury meets aspiration to resonate with the public in a refreshing way.

So what can we expect next?

Nowadays, it’s increasingly believed that brands can only compete in the sonic identity sphere with the help of artificial intelligence (AI) in our fast-paced, digitally connected world.

Now there are AI music tools in place which are able to generate all kinds of sounds for companies, from small bursts of noise when an app launches, to the sound of a bank card transaction completing, to longer compositions for podcasts and social media videos. 

The internet has been flooded recently with examples of what AI can do, including reimagined scenes from blockbuster films and new music using the voices of deceased artists. It seems only fitting that AI’s capabilities might be deployed to create fresh sonic identities for businesses.

But what exactly can AI do for sound in the realms of advertising and marketing?

Experts have stressed that humans still have a vital role to play in the process, with in-house composers often creating a track known as the ‘sonic DNA’ of the brand.

AI's first role is to check that this is not similar to sounds already used by other companies. Machine learning can also check whether patterns in the music are likely to be memorable. The composers at MassiveMusic are paving the way by creating speedy sounds across different formats and styles with a view to building authentic audience connections. And Sonic-Branding.ai is on a mission to empower brands with the latest AI-driven tools to create unforgettable sonic experiences. Meanwhile, Sonic Hub, the world’s first sonic branding tool suite, offers a revolutionary tool ecosystem for the entire lifecycle of a sonic identity.

Once this DNA is established, the key role of AI is to allow companies to make music on an industrial scale to satisfy digital outlets.

AI can generate potentially infinite music remixes from this DNA, with different tempos, moods and durations, depending on the context, be it a TikTok video, the noise of an appliance coming to life or the intro music for a podcast. Humans check each result before they are put out for public consumption. 

The argument for using AI is that this is more time-saving and cost-effective than a human selecting individual pieces of production music for thousands of different scenarios.

And in a landscape where in-app payments and contactless transactions dominate, even the shortest bursts of sound are increasingly important for consumers, because they establish trust and shape the brand's identity.

When is this going to be adopted across recruitment marketing and the corporate landscape?

Clearly, the marketing teams behind some of the world’s most renowned consumer brands are getting in on the sonic identity act. Now it appears that a well-executed identity can be a potent tool for corporations to establish a deeper connection with consumers.

It’s therefore crucial to distinguish between a corporate sonic identity and one which is product-specific. A corporate identity represents the overarching brand, instilling trust and familiarity across all products and services. In contrast, a product-specific sonic identity is tailored to individual products, creating unique associations while still aligning with the corporate identity.

For example, Apple has a distinct corporate Sonic identity, characterised by its infamous startup sound. However, each product line - such as the iPhone or Mac - may have its own unique sound effects, reinforcing the overall brand while offering product-specific distinctions.

A strong sonic identity strategy can be a powerful tool for corporations to establish a deeper connection with consumers. It harnesses the emotional and memorable aspects of sound to create an overarching brand experience. While some brands have successfully integrated sonic identities, others are still finding their way. 

Indeed, the future of sonic identity in the recruitment marketing landscape is yet to fully emerge, but it represents an exciting opportunity in our very immediate future.

The key lies in carefully crafting these sonic elements to leave a lasting impression in the minds of consumers. As the recruitment marketing landscape continues to evolve, expect to see more brands embracing their sonic identities in the pursuit of stronger and more meaningful client and candidate relationships. Examples of how a sonic identity could be used in our field might include the satisfying completion of a job application, a successful CV upload or the downloading of a salary guide or other relevant industry asset to herald a meaningful share of knowledge.

This means that it’s our responsibility here at Marmalade HQ to keep our fingers firmly on the pulse when it comes to the latest and most exciting developments in the sonic space. This will result in us being fully equipped to respond quickly and implement the intelligent recruitment marketing strategies - both experimental and innovative, as well as tried and tested - that will help your business to soar to the next level.