Sonic Branding: Integrating Audio Identity with Internal Video Campaigns
In today's digital age, where companies battle for mere seconds of attention, establishing a strong internal brand identity is more critical than ever.
While visuals have traditionally dominated the branding realm, a surge in audio platforms and the undeniable influence of sound on emotion have led to the emergence of sonic branding.
This concept revolves around creating a consistent and recognizable audio identity for a brand. But how can this audio identity be seamlessly integrated into internal video campaigns?
Let's explore.
The Resonance of Sound
Sound, often understated, has a profound ability to evoke emotions, memories, and reactions. Think about the jingle of an ice cream truck or the notification ping of a message – each sound immediately brings a particular image or emotion to mind. Internal communicators can harness this power to ensure they’re not just seen but also heard and remembered.
The Significance of a Cohesive Audio Identity
Consistency Across Touchpoints: Just as you maintain visual consistency with logos, colors, and fonts, audio consistency ensures your brand is instantly recognizable whether it's a radio advert, a video campaign, or an internal presentation.
Emotional Engagement: A cohesive audio identity can evoke specific emotions associated with your brand, making the branding experience more profound and personal.
Diversifying Brand Presence: With the rise of voice assistants, podcasts, and audio platforms, an audio identity ensures your brand is equipped to shine across all mediums.
Integrating Audio Identity in Video Campaigns
When merging audio identity with video, it's crucial to ensure the sound complements the visual without overshadowing it. The audio should enhance the storytelling, making the narrative more compelling.
Here's how:
Start with Strategy: Define the emotion or action you want to evoke. Should it be uplifting, contemplative, or energizing? Your audio should reflect this.
Sonic Logos: Think of Intel's iconic chimes or McDonald's "I'm Lovin' It" jingle. These brief audio snippets, when paired with visuals, make the brand instantly recognizable.
Music and Mood: Background music sets the tone. Opt for tracks that align with your brand's identity and the specific message of the video.
Voice Selection: If using voiceovers, choose a voice that embodies your brand's persona. Is it sophisticated, youthful, or energetic?
Successful Sonic Branding Case Studies
Intel: Perhaps one of the most recognizable sonic logos, Intel’s chimes reinforce its pioneering image in technology.
Mastercard: In 2019, Mastercard introduced its melodic sonic brand identity. This sound is integrated across its commercials and can even be heard during a transaction at some point-of-sale terminals.
Netflix: The "Tudum" sound when you launch Netflix is a prime example of a simple yet powerful sonic brand. It's now synonymous with a relaxing movie night or binge-watching sessions.
Conclusion
The role of sound in branding is paramount. Integrating a cohesive audio identity with video campaigns can elevate a brand's recognition and emotional connection. As internal communicators continuously look for innovative ways to stand out, sonic branding provides a harmonious avenue to leave a lasting imprint on the audience's mind.