when should your brand re-invest in marketing?

This is where the expertise of music supervisors and creative sound studios comes into play. While it might seem like a niche or secondary aspect of marketing, investing in a sonic identity can be a powerful lever in a brand’s overall strategy – if done right.

Who doesn’t instantly recognise Tudum, the three-second jingle crafted by Netflix? Or McDonalds I’m Lovin’ It – whether it be whistled, hummed or sung? And even Intel’s audio logo – the ‘bong’, created by Austrian musician Walter Werzowa in the 1980s. These are prime examples of brands that have effectively embedded their sonic identities into the minds of consumers

As attention spans are getting shorter, audio branding provides a fresh opportunity for brands to keep the interest of consumers who are quick to scroll.

Quality music supervision matters

Building a strong sonic identity or finding the perfect song for your campaign isn’t as simple as picking a catchy song or adding a sound effect. It requires a nuanced understanding of a brand’s values, audience and goals, which is where music supervisors play a crucial role. A good music supervisor will bring a deep knowledge of music’s emotional and cultural impact, ensuring that every note aligns with the brand’s personality and objectives.

Cutting corners by opting for less experienced supervision, or even using AI tools to generate sound, can result in generic or forgettable audio that doesn’t resonate with consumers. As with any other aspect of marketing, the investment needs to reflect the potential return. Hiring quality music supervisors who collaborate closely with talented musicians and studios can help ensure you get the most for your money – and accelerate business growth.

How to work with a creative sound studio

Getting sound and music right in advertising campaigns can be the difference between a lukewarm reception and a campaign that drives sales up.

Being musicians at the core, music advisors are the only way to go when choosing a soundtrack that will hit the right tone with your audience. There are a few ways to approach this:

Collaborate with music supervisors

Brands should engage music supervisors who understand the intricacies of sound and can curate the right tracks for campaigns. Their expertise can help in identifying songs that not only fit the narrative but also align with the brand’s values and audience expectations.

Invest in custom music

Rather than relying solely on existing tracks, brands should consider investing in custom music. Original compositions can provide a unique auditory identity that sets the brand apart from competitors and builds a stronger emotional connection with consumers.

Integrate Sound Across Platforms

The use of sound shouldn’t be limited to commercials or a single sonic identity. Brands can integrate soundscapes into their social media content, websites and even in-store experiences. Consistent auditory branding across platforms can reinforce brand identity and recognition.

Leverage consumer insights

Understanding the target audience’s preferences regarding music can significantly enhance engagement. Brands should invest in market research to identify the genres and artists that resonate with their consumers, allowing for more targeted and effective marketing strategies.

Consider broader sound experiences

Beyond just music, brands can explore the incorporation of sound design in their overall marketing strategy. This includes using ambient sounds or even voiceovers that align with their brand identity, enhancing the overall consumer experience.

Can you afford not to?

Of course, a comprehensive marketing strategy encompasses much more than sound. Visual identity, digital presence, influencer partnerships and content creation all remain vital. However, sound should not be an afterthought – it should be integrated seamlessly into the overall branding effort.

In a world where consumers increasingly seek authenticity and connection, the right sound can be the difference between a fleeting impression and lasting loyalty.