Sound branding (also known as audio branding, music branding, sonic branding, acoustic branding or sonic mnemonics) is the use of sound to reinforce brand identity. Sound branding is increasingly becoming a vehicle for conveying a memorable message to targeted consumers, taking advantage of the powerful memory sense of sound. This is especially important as everything moves from traditional print and graphic media to an increased integration of multi-media communication.
The sound logo is one of the tools of sound branding, along with the jingle, brand music, and brand theme song. A sound logo (or audio logo or sonic logo) is a short distinctive melody or other sequence of sound, mostly positioned at the beginning or ending of a commercial. It can be seen as the acoustic equivalent of a visual logo. The sound logo creates learned connection effect on the consumer's perception of a certain product. The most essential qualities of a sound logo are uniqueness, memorability, and flexibility.
Examples are the T-Mobile logo and ring tone composed by Lance Massey, the THX “Deep Note” audio logo created by Dr. James A. Moorer that you hear before movies, or the “Bum, Bum, Bum, Bum” Intel logo composed by Walter Werzowa.
Do you have a business that needs a bit more business? Do you have this essential component to the branding of your business? Talk to us at CCM Studios about creating an audio logo for your company and put it everywhere: your radio and TV ads, your website, and on your phone message. Get your company stuck in the heads of potential clients with this powerful brand recognition tool.
"When we were looking to advance our brand with an audio logo, Darren skillfully interpreted our business needs and positioning statements and quickly produced a melody that hit the nail on the head." - Geoff Horsfall, Chief Marketing Officer, Medallion Learning
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