Despite being a relatively new concept, Sound Branding, with each passing year, continues to gain recognition among brands, emphasizing the impact of sound on their audiences and exploring its benefits more extensively. The advancements in artificial intelligence, the rise of social networks, and the emerging technologies point toward future trends, with audio positioned as a central instrument in these developments.

The power of sound lies in its ability to evoke emotions, foster connections, and trigger associations in our brains—realms that we are only beginning to comprehend. Brands are already witnessing unprecedented results, engaging with their audiences in a more emotionally resonant manner.

Here are 5 upcoming trends in Sound Branding, opening up new possibilities for marketing to deepen connections with people.

Human Contact - Voice

Humanized interaction through voice, be it through Audible Response Units (URAs) or virtual reality avatars communicating via voice, has become pivotal in the relationship between companies and their audiences. Beyond speeding up responses and reducing noise with clients, this method conveys the brand’s personality and values through voice and sound, maintaining a human touch in communication.

According to a survey by Allison+Partners, 97% of companies believe it is important to “humanize the brand”, but only 26% know how to do it. Respondents recognize and begin to appreciate this strategy as it enhances “understanding and connection with the audience.”

At Zanna Sound, we apply this principle, as seen in the creation of the URA for Supergasbras. The goal was to bring existing customers closer, provide clearer, more humane service, and attract new customers through the URA channel. The aim was not just to humanize electronic assistance but to make people feel more comfortable and genuinely heard.

“We had an aversion to ‘robotic’ service. We didn’t want that model; instead, we wanted a voice that translated our brand, our style, understanding that we talk to all of Brazil, and that the customer could be in a situation of dissatisfaction or urgency”

said Renata Perez Sipaúba, customer service manager at Supergasbras.

Artistic Partnerships and Original Music

Musical artists have been invited by brands for decades to participate in their campaigns. Songs and jingles are rearranged, original songs, and sonic logos are tailor-made. Here’s an example from McDonald’s. This format seems to work consistently and continues to reinvent itself. People like and need music. It’s that simple. It brings more recognition to the brand.

A survey by SoundOut analyzed the audience’s response to the sonic logos of different companies. Among the 20 most recognized examples, 18 included the spoken or sung brand name. “Pleasant and simple melodies are more likely to create a connection with people, just like pop music,” says the study.

Even now, in October 2023, Christina Aguilera and Latto combined opera, pop, and rap for a Just Eat commercial, a food delivery service that used two well-known names to expand the brand’s recognition in the United States. Watch below:

Interested in learning more about these Sound Branding trends, communication, and marketing? Want to know how to better apply them to your business or brand? How they can help enhance connections with people and results? Talk to us here!