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Audio branding: Adding a sonic identity to your brand

TDS Creativos

Today we're going to talk about what you'll find in the following video: 

Netflix's new audio branding and animation

If you're thinking, "But it's just a sound!", we have news for you: it's not just a sound, it's THE sound, and it's Netflix's new introduction that—like other attributes of major brands—is becoming increasingly relevant to both consumers and brands. This attribute is called Audiobranding.

What is Audiobranding?

Audiobranding is the science behind the sound of major brands like McDonald's, Coca-Cola, LG, and others. It perfectly combines art, technology, and psychology to evoke emotions and generate brand recall through sound. Just listen to this:

Audiobranding McDonald's

A little bit of history

Although it may seem like a relatively new concept, the truth is that it began to be implemented in 1950. At that time, it corresponded to those sounds, sayings, and musical notes that, combined, gave life to brands in countries such as Australia, France, the United States, and the European Union.

It is said that more than 20 years ago, the first steps were taken in using sound as a design element, with companies like Apple and Windows implementing it to represent specific actions on computers and thus improve the interaction between machine and human.

Why start implementing it?

Audio branding has great benefits for brands of all sizes, among which the following stand out:

1. They generate an immediate response from the public.
2. They help build brand recognition.
3. They create an emotional experience.

The latest innovations and most recent changes

Following the rebranding efforts this year by brands like ZARA and AVON, MasterCard is introducing its auditory branding, a new initiative designed to generate brand recall across digital, commercial, and even physical media. Learn more about how this concept is applied in various environments here:

Mastercard audio branding introduction

Did you enjoy this article? Share it on your social media. And remember, if your brand needs to create an auditory identity, write to us here so that the ideas team can help you.

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