Sonic branding: The value of intentional audio in the new normal

Audrey Arbeeny
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Audrey Arbeeny: Audiobrain LLC, USA

Journal of Brand Strategy, 2021, vol. 10, issue 1, 14-25

Abstract: Recently, there has been a surge in interest in sonic branding, this untapped, valuable communication tool, and its ability to enhance customer experiences. Why are brands such as KitchenAid, Toshiba, Kentucky Fried Chicken and others investing in sonic branding? What is driving this brand imperative to new heights? 2020 has been a game-changing year. Businesses have had to adopt new ways of operating, employees are working remotely and students are facing distanced learning. At the same time, technology has advanced to deliver exceptional sonic communications. We are in a voice-first/sound-first world. And that will not change, even when the pandemic is under control. This is the new normal and everyone must adapt. This paper shares insights on what sonic branding is and why creating your proprietary sound is a brand imperative. You will learn how to: create valuable brand equity using sonic branding; elevate your brand through music, sound and voice; make your brand more relevant by embracing today’s technology; bring empathy and emotion to your brand’s narrative; improve your return on investment (ROI) by creating a sonic system that is flexible, sustainable and authentic; and most importantly, understand this new shift and what can be done to build a successful future.

Keywords: sonic branding; voice-first/sound-first; emerging technologies; sonic DNA; audio ROI; audio touchpoints (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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