What is sonic branding? You might be wondering about it? Do you remember the catchy jingle “washing powder Nirma?” Isn’t this instantly brings the brand to mind? This is sonic branding in which sound becomes a powerful tool in marketing. Sonic branding has been shaping our perception of products and services for years through TV and radio ads.
BrandMusiq has been orchestrating sonic identities for iconic brands like Bru, Red Label, Vim, Raymond and Nestle since 2011 from its headquarter in Mumbai. They are now taking the next and advanced step. They are integrating artificial intelligence (AI) into sonic branding. They are trying to revolutionize the landscape of auditory marketing in India.
BrandMusiq Founder and Soundsmith Rajeev Raja recalls how brands like Britannia, Titan and Frooti used music to embed their names in our memories through commercials in TV and radio. Think of the Liril soap ad or the Cadbury commercials. Their jingles are etched into our minds. It is a testament to the power of sonic branding.
Raja states that attention spans are shrinking in this digital age and visual content are flooding our screens. Companies are now revisiting the idea of sonic branding so that they can stand out. A surge has been lately witnessed of audio-first devices and the dominance of social media. Sound has become a crucial tool for brands to connect with their audiences.
He emphasized on the role of social media as an “ear point.” He adds that sonic integration is on the rise. Things are shifting like from reels to podcasts. Brands are now having a plethora of platforms to amplify their sonic identities. They can now easily enhance brand salience and recall.
