Sonic branding isn’t a new concept, but it continues to become more innovative thanks to tech such as smart speakers, digital payment software, and even metaverse platforms.
Sonic branding company amp recently released their Best Audio Brands 2022 report, which ranks brands based on their sonic identities. This year, Mastercard took the top spot, followed by Shell and Audi.
Mastercard has recently been leveraging its sonic brand in very interesting ways, including by releasing a full-length album last month that includes 10 songs from artists around the world, all incorporating the company’s brand sound. The company also recently sponsored a metaverse activation on Roblox that incorporated its sonic branding.
XLIVE spoke with Ellen Murphy, Strategy & Research Consultant at amp, about how brands are leveraging music and sound to connect with consumers in 2022, as well as the role that the metaverse will play in sonic branding moving forward.
XLIVE: Would you say that the pandemic has played a role in the increased interest that brands are showing in pursuing a sonic strategy?
Ellen Murphy: I think it is definitely the case that the pandemic has played a role in the increased interest that brands are showing in pursuing a sonic strategy. During the pandemic, it was shown that people turned towards sound-related technologies and listening platforms in order to feel more connected. The vast move toward digital audio, the advancement of smart speakers and voice technology, and the significant increase in podcast listening forced brands to consider how they sounded, in order for them to prevent getting left behind. And statistically speaking, digital audio was shown to be the fastest-growing digital advertising segment in 2021, showing a huge increase of 57% from the previous year (IAB, 2022).
XL: Mastercard just released a full album around its sonic branding, which is really interesting. Do you see this becoming a growing trend?
EM: Yes, the release of this album is something that is very exciting for Mastercard as a brand. I really do see this becoming a growing trend, because it has the capacity to boost a brand in terms of its relevancy. When brands collaborate with well-known artists or license popular songs to accompany advertisements, it plays a huge part in not only making a brand relevant but extending its narrative into pop culture. This technique can be effective, but it runs the risk of the brand reinforcing an emotional connection that the consumer has built with the popular song in a context that is entirely unrelated to the brand. In this case, the emotional connection is tied to the song itself, rather than the brand, and the brand ultimately misses out on building audio brand equity. However, by placing the brands’ sonic DNA at the centre of the listening experience, as Mastercard has done with this album release, there is an ability to really extend sonic branding assets further, while also making a brand appear relevant and trendy in terms of pop culture.
XL: What would you say are the most important elements of a successful audio brand? Are brands like Mastercard so effective because they leverage artists and the music industry to reach music fans?
EM: I would say that at the core, the most important element of a successful audio brand is brand fit. If the music and audio that is created to represent a brand, fits well with the brand personality, then there is a solid foundation to build something really powerful. Obviously, after the production of sonic assets that fit well with a brand, consistency is key. Consistent employment of sonic assets boosts recognition and builds association. It has to be said that leveraging artists and the music industry to reach music fans is an important and effective additional element when it comes to successful sonic strategy, but there are definitely considerations that are more fundamental when it comes to determining the success of a brand in the world of sonic branding.
XL: What role is the metaverse playing/going to play in sonic branding? Will the metaverse be an ideal space for brands to deploy their sonic branding?
EM: The metaverse is such an exciting space for sonic branding because of the nature of this entirely immersive experience. Sound is all around us, and so it is an integral part of making a space like the metaverse realistic. Because of the fact that this is a new and unknown space for brands, there is an opportunity to help consumers feel comfortable and emotionally connected to the experience through sound. In this way, an effective sonic strategy will allow consumers to link digital experiences in virtual worlds with physical brand experiences. Sound and music hold great power when it comes to building an emotional connection and driving recall, and this extension between physical and virtual realms assists in building this connection. The key takeaway here is that the metaverse offers an ideal opportunity for brands to employ sonic strategy in order to not only create a more immersive experience but also boost brand recognition and build brand equity.
XL: Similarly, will the metaverse/virtual worlds make it easier for brands that may not have considered it before to use music and sound to connect with different audiences?
EM: It is definitely the case that this immersive medium will introduce a touchpoint with which sound is so fitting. Within the metaverse there is space for everyone, considering that it is based on reality. It also gives brands extended reach because there is no geographical limitation for users. This accessibility is going to be pivotal when it comes to brands using music and sound to connect with different audiences.
XL: Is there anything else about sonic branding trends that you’d like to mention?
EM: Trends: The rise of TikTok is driving a wave of music investment, which is an exciting consideration for the world of sonic branding. Being the fastest growing social app, it has driven increased interest in music and sound from brands that are keen to make a connection with their audience. Music acts as the glue between TikTok’s content and has the power to drive engagement, and connection among individuals and communities. Brands are beginning to consider how they sound on the app, and I’m intrigued to see where this leads, considering the potential for sonic identity integration into sharable audio.