[Editor’s Note: Even experienced PR and communication professionals need a periodic refresher on the basics or insight about new material. As PRNEWS offers readers such content, our Explainer series was born. Previous posts discussed Employee Resource Groups (ERGs), bounce rates, “off the record,” NIL (name/image/likeness) and the metaverse. Here we briefly look at sonic branding.]
As we all know, logos assist customers visually establish organizations and types. Some logos, like Nike’s swoosh or Mastercard’s intersecting circles are so well-known, they don’t even embody an organization identify.
Equally, take into account the long-lasting sounds, or sonic manufacturers, related to McDonald’s, NBC and State Farm Insurance coverage. An extended sonic model is George Gershwin’s “Rhapsody in Blue,” which is United Airways’ identifier. NBC’s protection of the Olympics additionally has a sonic model.
Much like visible branding, sonic or audio branding can create an emotional connection between a model and customers or prospects, argues Mike Stango, model partnerships supervisor at Made Music Studio, which focuses on sonic id.
Why It Issues for Communicators
Sonic branding may also help launch merchandise or refresh a legacy model.
When making a sonic id, the PR professional ought to take into account the 5Ws: who, what, the place, why and when.
Sonic branding, says Stango, needs to be utilized in most, if not all, contact factors, together with brand lockups, talking occasions, bodily areas, cost confirmations and extra.