Sound Branding: Key Elements and Examples
Sound branding has become an integral part of brand identity in recent years. The use of sound elements such as sound logos, leitmotifs, tracks, and jingles has become increasingly popular as a way to create brand recognition and emotional connection with customers. In this article, we will explore the key elements of sound branding and provide examples of their use in practice.
Sound Logo
A sound logo is a short, memorable, and distinctive sound that represents a brand. It can be instrumental, spoken, or sung, and is used to create instant brand recognition. Examples of sound logos include the Intel bong, the Nokia tune, and the McDonald's "I'm Lovin' It" jingle.
Sound Theme or Leitmotif
A sound theme or leitmotif is a recurring musical motif that is associated with a particular brand, product, or service. It can be used in advertising, on the website, or in product packaging. Examples of leitmotifs include the HBO sound theme and the Intel Inside jingle.
Tracks
Tracks are separate pieces of music that are derived from the sound identity of a brand. They can be used in advertising, in-store music, or as part of an overall marketing campaign. Examples of tracks include the Apple iPod commercials, the Nike Run Club app, and the Coca-Cola "Taste the Feeling" campaign.
Soundscape
Soundscape is a designed, atmospheric sound space that is used in real environments such as stores or in media such as videos or podcasts. It can be used to create a certain mood or atmosphere for a brand. Examples of soundscape include the ambient sounds used in Starbucks stores and the nature sounds used in the Headspace meditation app.
Corporate Voice
Corporate voice is a specific human voice that is used consistently and long-term for the verbal communication of a company. It can be used in advertising, on the phone system, or in other forms of communication. Examples of corporate voice include the voice of Siri, the Delta Airlines safety video narrator, and the voice of the Allstate insurance spokesperson.
Jingle
A jingle is a melodic piece that contains text and is mostly sung. It is used to promote a product or service and is often catchy and memorable. Examples of jingles include the McDonald's "Ba da ba ba ba" jingle and the Subway "Five Dollar Footlong" jingle.
Brand Song
A brand song is a composition that is associated with a brand. It can be an already popular third-party composition that was not created for the company or can be developed specifically for the brand. Examples of brand songs include the Coca-Cola "Holidays Are Coming" campaign and the Apple "Think Different" campaign.
Other Sound Types
Other sound types include conceptual sounds, in-product sounds, and user interaction sounds. Conceptual sounds are onomatopoeia of brand names or slogans, while in-product sounds are the sounds and noises of products. User interaction sounds are used in the context of human-machine interface applications and provide feedback to users.
Comments
Post a Comment