6 Best Sonic Branding Examples
When was the last time you had a brand’s ad jingle stuck in your head?
Or what about the last time you noticed the music playing in your favorite stores or restaurants?
Most people don’t even realize the effects of good sonic branding.
That’s because it’s simple, memorable, and deeply engaging, sparking an automatic thought, mood, and/or awareness of a business.
And that’s why more and more businesses are developing audio logos and sonic signatures.
While some do it with a short tune, other brands use custom playlists and music curation services to establish a distinct sonic identity.
Here are some of the top examples of sonic branding, based on everything from short tunes to distinctive playlists.
1. Netflix
Ta-Dum... two notes does it all for Netflix, with "Ta-Dum" perfectly timed to sound off as the logo appears when you open this streaming platform.
Even if you're in another room when you hear that audio logo sound off, you'll know it's time to binge watch a new show or dig into a movie.
2. State Farm
"Like a good neighbor" ring any bells?
State Farm's jiggle isn't the only memorable sonic logo in the insurance world. Nationwide and Liberty Mutual are a couple of others with audio logos that can echo in your head (for longer than you'd like).
3. Folgers
"The best part of waking up" can get you craving coffee, even if you don't like Folgers.
That sonic signature has been so popular that Folgers has kept it around for almost 40 years.
4. Target
Not specifically defined by a few notes, Target relies on custom playlisting to create an upbeat, playful, and energetic in-store atmosphere for guests. In fact, at any given point, shoppers in Target across the U.S. are listening to the same song at the same time.
All with the aim of enhancing the shopping experience and making people want to stay, look around, and shop more, Target playlists are a great example of a brand leveraging the power of music to enhance the guest experience and amplify the brand’s one-of-a-kind energy.
5. McDonald’s
One of the most popular fast-food chains around also has one of the most resonating sonic brands out there — McDonald’s “ba da ba ba ba, I’m Lovin’ It.”
Launched in 2003 with the help of Justin Timberlake and Pharrell (and maybe Pusha T), McDonald’s iconic jingle is the longest running slogan in the company’s history.
Beyond its endurance, the “I’m Lovin’ It” tune may also be the brand’s most effective campaign because those five simple notes, “ba da ba ba ba,” naturally make many people finish the line in their heads (I’m Lovin’ It) and immediately think of McDonald’s.
6. Gucci
Also getting in on the playlisting game, Gucci has published its in-store playlist on Spotify while also releasing a special 100th Anniversary playlist.
Setting the bar higher for fashion and sonic branding, Gucci has captured a unique niche where luxury meets the aspirational to resonate with the public in new ways.
How to Develop a Distinct Sonic Signature or Audio Logo
Consider your brand’s values and overall “image.”
Think about your current customers, as well as your ideal or target customers.
Evaluate each “touchpoint” between your brand and your customers, carefully assessing how the sonic experience would be involved.
Work with experienced sonic branding professionals to develop a unique sound that perfectly reflects and amplifies your business.
Host a listening session among key brand players to get buy in and/or opinions.
Refine your audio logo, as needed, keeping in mind to go with option(s) that are more timeless — and that offer flexibility to customize for local areas, different events, or future campaigns.
Need Playlisting or Sonic Branding Services?
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Our music experts design custom sonic solutions for new to major brands alike, offering 5-star services, curated playlists, music curation and licensing, B2B social media marketing services, and a whole lot more.
We can help you figure out the best options to fit your needs and budget and/or give you a free quote today.
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