Here at soundlounge, we’ve been working with brands to understand and develop their sound branding for nearly three decades. We’d like to share some of the most common sonic branding sins and some simple strategies you can apply for absolution.
1. LUST – Being seduced by the Music Industry. Being offered a link up with an iconic artist or a hit song can seem irresistible. And it’s true that well-known tracks in a commercial can create an instant emotional connection with consumers. But if the popularity of the song overshadows the advertiser’s message and consumers remember the song and not the product, it can prove to be a very expensive liaison.
SOLUTION: Resist the temptation to just look for hit tracks and big names. Have plan B and C and consider music from unknown or emerging artists; explore library music or commission an original composition. Re-record/re-invent an existing copyright so that you incorporate your brand sound DNA. Challenge and rationalise creative choices against fees and costs.
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At soundlounge we’re excited to see that giant brands such as Pepsi and Coca-Cola are recognising the benefits of using sound as a brand differentiator. Both brands have coincidently launched campaigns focused on sound and music. Both have also turned to so-called ‘crowdsourcing’ to provide their consumers with a more hands-on experience with the brand. And though both brands have realised that sound is one of the most powerful mediums at their disposal, have they gone far enough?
Let’s start with Coke. These guys have asked the public to send in recordings of themselves mimicking the sound of opening, pouring and enjoying a bottle of the famous fizzy drink, with the aim of later broadcasting these on TV. A forward-thinking and innovative approach – well-placed in a world where social media and user-generated content rule the roost. But what’s the long-term value to Coke of converting this one-off, tactical execution into something which has much more important ramifications? It’s not the first time Coke has used the ’sound of enjoyment’ concept, so lots of points for consistency. Coca-Cola has a long tradition of using music in advertising and the idea that the sound of the brand could come directly from the product itself is an unusual one. But does the fizz of a can opening and liquid being poured onto ice really capture the whole sound of the brand? Is it enough to differentiate it from other beverages out there and, more significantly, does is resonate on a meaningful level with Coke’s target consumers?
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Sonic branding – if you haven’t heard this term already, it’s the art of finding music and sounds to fit a brand’s identity. In the past, a brand’s sound was defined by a single catchy jingle. Jingles work well as mnemonic devices, but a one-song brand can’t stay fresh forever.
Imagine if The Beatles had been told by their record label “We think the song ‘Love Me Do’ defines you as a band. Just keep making songs exactly like that.” No self-respecting musician would listen to advice like this. And no brand should, either. Sonic branding today is not about finding one magical hit song. It’s about creating a complete sonic identify, a palette of sounds and music that can be used in any ad campaign. A strong sonic identity will be recognised even as the song selection changes.
Think of the palette of sounds that make up the classic Beatles style. Though their songwriting matured and musical tastes expanded over the years, The Beatles’ sonic identity was unmistakable. Listen to this medley:
Beatles Medley
So what about ‘Revolution 9’ and all the other crazy Beatles experiments? Although ‘Revolution 9’ is a far, far cry from ‘Love Me Do’, even this anomaly could have been predicted. Each new Beatles sound grew organically from roots in previous Beatles songs. ‘Revolution 9’ was inspired by experimental tape songs like the psychedelic ‘Tomorrow Never Knows’. And ‘Tomorrow Never Knows’ stole its thumping beat from the early ‘What You’re Doing’. The Beatles experimented, yes, but their music grew with their audience’s expectations of them as a band.
The bottom line for brands is that a sonic identity can evolve and expand over time, whereas a jingle cannot. Having a strong sonic identity does not mean being stuck with a certain melody, song, or genre. How boring would that be for advertisers, let alone their customers? Instead, a strong sonic identity allows a brand to cohesively adapt to the future, and stay fresh but recognisable.
Charlie McCarron, Sound Consultant
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The ‘sound of the brand’ is more than the melody within eight octaves. It is not just about genre or lyrics. Nor does it necessarily relate to the choice of artist or a musical identity. The sound of the brand is about values, behaviour and how this is communicated. It is about reaching and engaging with the emotional touch points of the listener – a process that requires a deeper understanding than embracing their contextual touch points.
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Radiohead, one of the UK’s most coveted bands (and until recently a reluctant source for synchronisation) have allowed one of their tracks to be used in the National Coalition for the Homeless’s most recent commercial. The use of Radiohead’s “MK 1” on the NCH commercial titled “It Can Happen to Anyone”, is a subtle and effective marriage of band and brand. However, even an avid listener of Radiohead might find it challenging to identify the music. Drawing the connection is not what the NCH is after; instead it undoubtedly relies on the emotional elements of the track which make the sound fit to picture naturally – and most importantly, to brand.
But why use Radiohead? How does it work? What does it tell us about sonic branding? Read more…
