How sound and music shape brand perception and consumer engagement

In India, brands like Raymond, Britannia, and Titan, among others, created memorable audio signatures or jingles that have created a distinct brand asset

February 17, 2024 10:02 IST

Music is a powerful medium that can create a connection with a brand’s target audience to evoke emotions and influence their behaviour

By Rajeev Raja

In an increasingly competitive environment, marketers are finding it difficult to cut through the clutter and make their brand presence felt. In this environment, marketers are realising that sonic branding can create greater consumer engagement and brand affinity.

Music is a powerful medium that can create a connection with a brand’s target audience to evoke emotions and influence their behaviour. The choice of music can have a significant impact on the effectiveness of a marketing campaign. The connection between music, emotions, and consumer behaviour is a complex connection that if leveraged can greatly impact consumer perception and choices. Music has a profound impact on emotions, as it can evoke a large spectrum of feelings. When incorporated into marketing strategies, music can shape the emotional context of a brand. This emotional resonance enhances brand recall and establishes a more profound connection with consumers.

Having a sonic signature is not new to the world of advertising and communication. In India, brands like Raymond, Britannia, and Titan, among others, created memorable audio signatures or jingles that have created a distinct brand asset. However, these were not created by design to be part of the brand’s sonic identity but as a happy outcome of a ‘jingle’ that showed staying power.

There is an increasing need to look at sound through a strategic lens – how it is designed and how it is used. It is important to look at sound as something beyond a mere jingle or campaign sound but as a long-term brand-building asset.

Emotional Connection: By carefully designing a sonic identity that aligns with a brand’s values and personality, marketers can leverage the power of sound to forge an emotional connection between the brand and its consumers. This emotional bond can lead to increased brand loyalty and positive associations. A study by McKinsey & Company found that companies that consistently invest in their brand and prioritise the emotional connection with consumers outperform their competitors in terms of revenue and shareholder value.

Different musical scales have different emotional connotations, and therefore, the choice of scales can have a significant impact on the emotional response of the listener. The emotional response of the target audience plays a crucial role in the effectiveness of a marketing campaign. By choosing the right musical scale, brands can create a desired emotional response in the target audience, which can lead to better brand recall and increased sales.

Memorability and Brand Recall: Sonic elements can enhance brand recall and recognition. A well-crafted sonic logo or MOGO(musical logo) can become ingrained in consumers’ minds, making the brand more memorable. This memorability is crucial in a competitive market where consumers are bombarded with information. According to a study conducted by Nielsen, brands that utilize audio branding elements experienced a 96% brand recall rate compared to 89% for visual-only campaigns. This suggests that incorporating sound into branding efforts can significantly enhance recall.