How does a Sonic Signature contribute to making a brand recognizable?
A Sonic Signature is a fundamental part of Sound Branding and brand identity, gaining more prominence worldwide. Essentially, it is the auditory logo of the company that stays in the minds of the audience and helps them recognize it immediately.
What is a Sonic Signature?
A mini melody, a short sequence of notes, or sound effects created based on the brand’s personality attributes to identify it. It can also be a musical or sound cue from TV programs, a movie jingle, or an event sound.
In summary, a Sonic Signature is a powerful tool to create a strong and memorable brand identity. With strategically crafted sonic signatures, companies can stand out in people’s memories, gain their attention, and occupy their emotional spaces, thereby creating bonds with them.
What is the purpose of a Sonic Signature?
A study by Fast Company highlighted that in our post-pandemic reality, which significantly accelerated digital inclusion across all fields of society, “2D identity expressions have become obsolete and archaic.” The article also stated that, of all senses, sound is processed faster than any other stimulus. In other words, we hear before we see. We create a spontaneous network between people and the sound stimuli that represent the brand. Therefore, it is essential to create positive stimuli that welcome and connect, not noises that disturb.
“Music evokes emotion, which is a significant motivator for brand loyalty. The potential of sound in branding is crystal clear,” it adds.
Examples of Sonic Signatures
A report by Forbes also showed how major companies continue to bet on the engaging power of sound to stand out in their respective fields. In an interview with the publication, managers from Phillips, Microsoft, and Mastercard emphasized that the sonic signature is crucial in this connection with the public.
"This signature works like an instrument with which we can compose all the sounds of the Philips brand. Instead of a fixed sound logo, we created a sonic signature that can express itself in various ways depending on the audience, context, and relevance."
The power of flexibility and adaptation of the sonic signature for different audiences is one of its great assets in creating a sense of connection with various niches, an advantage that Mastercard has used to its benefit.
The brand created more than 20 different versions of its sonic signature, collaborating with artists, musicians, and unknown agencies worldwide, including Mike Shinoda, producer of Linkin Park, to ensure that the sound has global cultural appeal and local identification wherever it plays.
"It's also important to remember that one of the most beloved brands in the world, Apple, has had the same sonic logo for 40 years. Microsoft, for example, has 84 different sonic signatures, created in advance for future operating systems. Who remembers the Microsoft sound? But who remembers the Apple sound?"
The first recorded sonic signature was created in the 1920s by the NBC channel. A bell ringing three notes throughout the station’s programming became known to the American public and is still quickly identifiable to viewers almost 100 years later.
Over the next century, the sonic signature modernized and expanded to touchpoints such as radios, TVs, and today, in the online world, with a mode of production that has also evolved to include more sophisticated elements, such as complex musical arrangements and sound effects. But the fundamental principles remained: it must have a melody that is pleasant, memorable, and conveys the identity of brands and/or companies in all sectors, from technology to food.
Today we saw some examples of what has been done, but this story does not end here. In the next article, we will talk about best practices in creating Sonic Signatures and what should be avoided.
If you are curious, we have more on the subject in our post on 10 memorable examples of sonic logos. If you work in marketing, branding, or communication and want to know more about creating a Sonic Signature or how it can help expand your brand, company, or business identity, send us a message.
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