Create your brand’s sonic identity

Imagine walking into your favorite store. What’s the first thing you notice?

The ambiance, the layout, the products—all carefully designed to make an impression.

But what about the sound? Many brands overlook the power of sound, yet it's a crucial part of your brand's identity.

This is where sonic branding comes into play.

In this blog post, you'll learn the three aspects to consider in creating your sonic identity.

Key Aspects Of Your Brand’s Sonic Identity

You will find your sonic identity at the intersection of your brand, customers, and the customer experience.

Let’s tackle each one.

Define Your Brand

Your sonic identity should reflect the essence of your brand, not just your personal music preferences.

This step involves introspection into what your brand stands for and the emotions you want to evoke in your customers.

Example: McDonald's "I'm Lovin' It" jingle is designed to evoke happiness and enjoyment, aligning perfectly with their brand identity.

Identify Your Customer Demographics and Psychographics

Knowing who your customers are is crucial.

What are their ages, genders, interests, and behaviors?

This information helps in selecting music that resonates with them. In selecting songs to use in your brand playlist, choose songs that appeal to your customers’ shared psychographics rather than their musical tastes.

Example: A fashion store catering to sophisticated female millennials may use music about female empowerment and confidence rather than songs with outdated views on women.

Determine the Desired Customer Experience

Lastly, decide what kind of experience you want to create for your customers.

Should your store feel relaxing, energetic, luxurious, or fun?

The right music can set the tone and influence how customers feel and behave in your store.

Example: Starbucks uses a curated playlist to create a cozy, welcoming atmosphere, encouraging customers to linger and enjoy their coffee.

Putting It All Together

Once you've defined your brand's values, understood your customers, and decided on the desired experience, it’s time to create your playlist. Here are some additional tips:

Consistency: Ensure that your sonic identity is consistent across all touchpoints, from in-store music to online ads and social media content. This helps reinforce your brand identity.

Simplicity: Keep it simple. Your main musical theme should be easy to remember and recognize.

Adaptability: Your sonic brand should be adaptable. Make sure it is in lockstep with the ever changing preferences and world-views of your customers.

Conclusion

Creating a sonic identity for your brand is a powerful way to enhance customer experience and build a stronger connection with your audience.

By defining your brand identity, understanding your customers, and crafting the desired experience, you can create an in-store playlist that truly represents your brand.

Ready to make your brand heard? Start curating your sonic identity today and let your brand’s music speak volumes. Send us a message at ntcastro@maricoadvertising.com today!