Sound Identity: Brands launching sonic trademarks

Having the right sound is an extremely powerful tool to have in your arsenal. It has the ability to connect with audiences on a deep and personal level, triggering emotion and reviving intimate memories.

At Maple Street Creative’s 2018 ‘Sound Movement’ conference, Sixieme Son’s Managing Director Collen Fahey homed in on ‘sound’; the role it plays in branding and the incredible influence it has on listeners. Fahey said: “think of Radio & digital audio as a brand-building medium. You can get a lot of frequency and establish your audio identity better than in any other medium.” But that being said, research shows that of the 86% of brands with visual guidelines, only 17% have audio brand guidelines.

However, the good news is that this is by no means a fair reflection of the audio landscape which sees positive growth every year. The IAB revealed in November 2018 that in total, 25.8 million people in the UK alone listen to online audio. And with voice-enabled technology like Amazon’s echo and Google home becoming more prevalent in our daily lives, it is vital that brands recognise the importance of adopting sound and the huge opportunity it presents.

Here are a few brands experimenting with sonics and finding their identity through sound:

Visa

Visa introduced sound into the mix by incorporating a signature ‘chime.’ After using a visa card, customers would hear a sound indicating a secure, swift transaction. The reaction to Visa’s new sonic was hugely encouraging, as 83% of respondents said Visa’s new sound sparked a positive perception of the brand.

HSBC

More recently, HSBC launched its first sound identity pulling together everything it stands for. Named after the HSBC’s brand promise ‘Together we thrive’, the sound is a bespoke musical piece created by electronic music producer Jean-Michel Jarre.

Philips

Philips recently launched a new sonic identity using the unique sounds captured entirely from lightbulbs – the brands founding product.

If you want to find out more about advertising on commercial radio stations or digital audio platforms in the UK or internationally – we can help!

Give us a call on 0207 907 0670 / 01228 580 380 or email us at radio.specialists@radioworks.co.uk and we can talk you through the process and deliver the best audio solution for you.