What is sonic branding?
Sonic branding is so much more than an audio logo, or ‘cool’ in-store muzak.
It’s the combined experience of sound across all your touchpoints and the impact this has on how your audience feels, perceives and interacts with your brand.
Facts & stats.
Brands with music that fit their brand identity are more likely to be recalled than those with non-fit music or no music at all.
“Two studies were carried out to test this, each involving five specially-prepared radio adverts. The first indicated that musical fit enhanced recall of the products advertised, the brands advertised, and specific claims made during the course of the advert copy; and also participants’ ratings of liking for the advert and likelihood of purchasing the advertised product.
A second similar study considered voice fit and found that this could also promote recall of specific product claims; and lead to higher ratings of liking for the advert and likelihood of purchasing the advertised product.”
Adrian C. North, David J. Hargreaves, Liam C. MacKenzie, and Ruth M. Law (2004).
Music affects product choice.
“…French and German music was played on alternate days from an in-store display of French and German wines. French music led to French wines outselling German ones, whereas German music led to the opposite effect on sales. Responses to a questionnaire suggested that customers were unaware of these effects of music on their product choices.”
North Hargreaves, McKendrick (1999)
The style of music you play impacts on customer perception, behaviour, and spend.
“APRA’s first research study measured the importance of matching music to the venue and the influence of music, including the style of music, in relation to a number of measurable outcomes.
The results, as illustrated in the charts below, demonstrate that because music can impact customer behaviour and perception, it can also impact customer spend.
In this case, an informal mid-priced restaurant, more upbeat styles of music were better suited to the target market, ambience and atmosphere of the venue. Conversely, having classical or no music negatively impacted customer spend”
APRA Essentials December 2003: “Does What Your Playing Affect What Your Customers Are Paying”
Music style affects other senses like taste.
Red wine tasted 60% more powerful and heavy when people hear powerful and heavy music rather than no music and 41% more subtle and refined when people hear subtle and refined music rather than no music. North (2008)