Get ready to boost your digital presence with the power of sound
In an age where digital noise is at an all-time high, capturing consumer attention has never been more challenging. But what if the differentiator you’re looking for is as old school as it gets – with a digital upgrade? For mattress and bedding manufacturers, integrating a strategic sound identity into digital marketing can help create a memorable brand experience that resonates with consumers and encourages engagement.
Sonic branding – and its psychological impact – can be a powerful tool in digital marketing, enhancing brand identity, driving engagement and increasing sales.
Understanding sonic branding
Sonic branding is the strategic use of sound to create a distinct and memorable brand identity. It goes beyond jingles and incorporates a range of audio elements, including sound logos, brand anthems and ambient sounds. Going beyond the bowl, Tostitos 1.5 second sonic signature employs their iconic crunch, jar popping and even tuned lids.
For manufacturers, sonic branding offers a unique way to stand out in a crowded digital landscape and create a deeper connection with consumers. According to a recent study reported in Psychology Today, our subconscious, emotional attraction to sounds is 86% correlated to with our desire to engage with an experience – or completely avoid it. Studies have shown that certain sounds can evoke specific emotions, trigger memories and even influence purchasing decisions. For instance, a soothing melody can create a sense of calm and trust, making customers more likely to engage with a brand.
Conversely, an irritating sound can drive consumers away, as in the case of 7/11’s use of classical music.
Mercedes-Benz incorporated sonic branding in 2019, driving social media
commenting up 300%.
Spotify claims their audio-based programs result in a 90% increase in ad
recall and 2.2X in brand awareness.
Netflix or AT&T. Enough said.
A consistent audio identity – audio logos and branded music – across digital channels not only strengthens brand recognition but also creates a cohesive and immersive experience for consumers.
So what’s driving a sound market?
As you begin think about using sound in your branding and marketing efforts, consider where your consumers spend their down time – and how you can reach them there. More than a third of Americans listen to 8.3 podcast episodes weekly. It’s clear we’re listening while we’re working, exercising and driving.
38% of the US population currently uses a smartwatch.
87B is the projected growth of smart appliances sold in the US by 2027.
88% of TikTok users claim sound is essential to their experience.
73% of TikTok users claim they “stop and look” at ads with audio.
As we look ahead to a year that continues to be shaky at best, past consumer behavior patterns show that audio consumption increases during a recession.
How to put audio logos and sonic branding to work
To effectively implement sonic branding, it's essential to leverage various digital touchpoints. Website sound logos can greet visitors with a unique audio signature that reinforces brand identity the moment they land on the site. Social media jingles can enhance video content, making it more engaging and memorable. Additionally, mobile app notifications with branded sounds can create a seamless and consistent user experience, reinforcing your brand every time a customer interacts with the app.
From incorporating sound logos on your telephone messaging to using branded music in social media content and websites, the possibilities are vast. But consistency is crucial. Pioneer Family Pools in Canada uses audio branding to mirror the personal, caring customer service that runs through their entire company. Whether a customer is visiting one of their stores, browsing their website or engaging with social media content, they’ll encounter the same recognizable sounds.
Several furniture retailers have successfully implemented sonic branding with impressive results. Audio content at Tepperman’s, Living Spaces and Ashley HomeStores is instantly recognizable and used across all their marketing channels..
When integrated with consistency, sonic branding creates a powerful and lasting brand impression. Consider these potential entry points for audio logos and sonic branding:
Telecommunications
In-app intro screens
Appliance boot-up announcements
TV commercials, presentations, videos
In-store music
Podcasts
Radio ads
Social audio
Benefits & challenges of sonic branding
A well-crafted sound logo or jingle can encourage consumers to spend more time interacting on your digital channels but it comes with a cost. And there are challenges too. Sounds can have different meanings and emotional impacts across cultures. Creating a universally appealing or appropriately localized sound logo requires professional sound design, consistent updates and integration across multiple channels. But social media and digital advertising also has its challenges, costs and rewards. In a crowded digital marketplace, differentiation is key to standing out and sonic branding offers a unique way to achieve this.
The future of branding lies in creating immersive, multi-sensory experiences that resonate deeply with consumers and sound will play a crucial role in shaping these experiences.
As the bedding and mattress landscape continues to evolve, those who embrace innovative branding strategies like sonic branding will be well-positioned for success.
Who the heck is Julia Rosien?
As a digital brand marketer, I’m passionate about technology and how it can help us do what we do – better. How we interact with technology – personally and professionally – is where the magic happens and it’s where smart marketers focus their energy. Experience and insights coupled with emerging digital tools leads to best in class brand marketing for today’s connected consumer. Connect with me on LinkedIn.