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How Can Sound Branding Help Your Company and Brand?

Updated: Oct 13, 2022


What is Sound Branding?



The use of sound to elicit a desired emotional response in the listener is referred to as sound branding. Sound branding may be used with audio logos to promote and market a company, product, or service. JWT, an advertising agency, was the first to use sound branding in 1962. They needed a strategy to set their clients apart from their competition. They discovered that music could elicit strong emotional responses and employed it as a client-facing marketing tool.


Benefits and Risks of Sound Branding

There are many advantages to acoustic branding, but there are also certain risks that businesses should consider before making the switch.


The following are some of the advantages:

Among the dangers are the following:

  • The possibility of adverse reactions from employees and customers who may feel betrayed

  • Copyright infringement /invasion of privacy

  • Possible legal difficulties with copyright infringement


Sound Rather Than Image-Based Brand Names & Logos


Sound-alike brand names are nothing new. Many well-known brands advertise themselves using sound rather than graphics.

Apple is one of the most well-known instances. The name was chosen for the company's computers because it sounded like a computer beeping. Another example is Nike, which was called after the Greek goddess of triumph and speed due to the Greek mythological meaning of the word.



There are numerous other instances, including:

  • Google (named after Larry Page and Sergey Brin's first project)

  • Yahoo (named after an Aboriginal term meaning "south")

  • Amazon (named after the world's longest river)



The Importance of Sound in Consumer Decision-Making


The importance of sound in the consumer decision-making process cannot be overstated. It dramatically impacts how customers feel about a product and what they think about it. The sound of a product might evoke linkages with other products, influencing consumer perceptions of that product.



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