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“Making the simple complicated is commonplace; making the complicated simple…that’s creativity.” - Charles Mingus

In the myriad world of contemporary multimedia, the power of sound design can be an
invaluable unifying force when it comes to engaging increasingly splintered demographics and culturally amorphous subsets across the global marketplace. As media and advertising enterprises increase in both scope and commercial capacity it is important to consider how the diverse scope of marketing ventures can be enhanced through professional sonic design and application. US branding research has shown that advertising which features sound design and aural signatures garners greater market recognition amongst younger demographics, 15-34 year-olds significantly more aware of sonic logos that those over 35.
Clearly, the future is rooted in marketing that can effectively speak to more of our sensory
resources that simply our sight, but it is only through custom-built, accomplished and
considered sound design that brands can harness the emotive science of sound and
translate commercial aspirations into market exposure and ultimately, fiscal returns.

Music and sound should be actively utilised as wholly integrated, original and strategic
communication devices rather than a simple, unadorned marketing addendums. Why insist on graphic consistency in terms of logo and slogan across pan-media advertising ventures, yet treat the sonic elements of such initiatives as peripheral branding facets, chopping and changing them with each and every marketing excursion? Consistency and differentiation are two key properties of any advertising initiative and this is true of sound design: evenness across media formats imbues branding cohesion whilst the unique audio identities crafted by professional Sonic Branding allows for lasting impact and sustained market exposure through the emotive power of the brand’s distinct audio identity and what it has been specifically tailored to convey.

One shortcut to tapping into the capabilities of sound and music in advertising is to use
existing songs or compositions, from pop to classical, to incorporate the cultural associations conjured up by the respective band or artist into the tapestry of the overall brand profile.
However, whilst such cultural appropriation may facilitate short-term boosts of media
exposure, they run the risk of pulling focus from the outset and may cause consumers’
evaluation of the brand to be clouded by subjective tastes and reactions to the pop culture
associations of the music employed. Furthermore, sticking resolutely to one song as a
marketing totem pole leaves branding at the mercy of cultural trends and the threat of sinking into the staid vapidity of ‘yesterday’s sound’ whilst advertising that features a procession of different songs can dilute brand clarity, send mixed messages and further clutter an already saturated commercial terrain. Consumers are so media-literate and culturally aware that muddled and idly appropriated advertising simply falls by the wayside; the endless parade of the marketing carousel in today’s hyper-media environment means that there is never a second chance to make a first impression. Brand strategy must resonate on an emotional level if it is to connect with a world well-versed in the finer points of branding technique. The days of advertising simply appealing to consumers through the logic of extra benefitsand improved features has receded into the annals of marketing history. Contemporary branding isn’t about how it makes the consumer think; it’s about how it makes them feel. Specific brands require specific advertising, so it cannot simply be a case of ‘filling empty space’ with a ubiquitous pop record or well-known musical segment - the sonic presence of marketing initiatives must be purposefully tailored to the brand and its attendant commercial characteristics. Like all design elements, the fundamental basis of Sonic Branding and advertising with sound is targeted design and considered application. Rather than constantly altering the musical facets of branding or using music that is already familiar within cultural spheres, sound design can create unique and distinct sonic identities.

In terms of modern advertising, commercial status identifies; branding signifies. The plethora of emotions and ideas that music can invoke makes it a key tool in any successful marketing exercise. It essentially comes down to whether companies wish to typify branding initiatives with innovation and originality or allow their marketing forces to be pulled from pillar to post by prevailing cultural trends. Drive or be driven? Lead or follow? Soundtrack the future or appropriate the past? The success of its application makes the answer unequivocal: consummate sound design and Sonic Branding resonates with the limitless potential of innovative originality and propels branding further into 21st Century, bringing tomorrow into today.

Oli Simpson

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