What are sonic logos and why are they important?

2 min read

Ask someone to recall an ad from their childhood, or even their teenage years and they will probably sing you a jingle, or parrot a catchphrase - Think Disney’s whimsical intro sequence or the Dairy Milk ‘In The Air’ iconic drum set. It’s the musical element, rather a human that is dressed up as a gorilla that sticks into your mind.

This kind of branding is measured by the Sonic Effectiveness Matrix, a graph which plots companies based on the quality of their brand-building based on sound alone. It makes for an interesting read; some of the brands who haven’t done any large branding campaigns for years are still up there at the top, alongside brands like car company Cinch who only launched in 2019. 

So the next question is, where does your brand sit on this graph?

You’d be hard pressed to find a campaign planned without display as it is undeniably the medium of the moment in our screen-led lives. But it’s easy to forget about how powerful sound can be in a campaign in giving brands personality and sticking power. Surges in sound-only media consumption through podcasts and music streaming increase the ways in which listeners can be targeted through their headphones and in shared spaces. 

Audio campaigns can be built on all kinds of budgets for every type of audience, from locally-targeted radio spots to heavy-hitting national podcasts. There are so many great creative teams out there that you wouldn’t need to fork out for music copyright, or even music at all: radio and podcast houses are brimming with ideas on how to produce custom content with trusted voices talking about your brand to a tuned-in audience. All you have to do is ask.

Sound captures 100% of SOV in a busy visual marketplace. When buying audio space, you are not competing with other brands as it doesn’t interrupt existing content in the way that display does.

So next time you are on a call, with your planner or team, ask them what they can do with sound - and in 20 years’ time you might be sitting in the memory banks of a Media Buyer much like that gorilla who played the drums one time to advertise a bar of chocolate.