Sonic branding: Finding your brand’s voice in the age of audio

Details how a coherent audio strategy which complements a brand’s visual, social and cultural equity, has become vital for establishing or maintaining its competitive advantage.

Audio: Prospering in the ever-present medium

This article is part of a series of articles on audio – prospering in the ever-present medium. Read more.

Need to know

  • From smart speakers to the Internet of Things, consumer relationships with brands are increasingly shaped by sonic experiences
  • Consumers can process sonic information much faster than the text equivalent, meaning brand perception is increasingly driven – consciously and subconsciously – by sound and music association
  • Effective audio branding is much more than a jingle or ident – it should be a ‘sonic DNA’ running through every facet of the brand. When...

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