The power of audio branding: Radio Bite

A new report from SoundOut shows that audio branding is on the rise. In recent years, more and more brands from a wide range of sectors have realised the power of consistent audio branding. Well-known brands have newly established their own sonic branding and, as a result, over the last decade the number of sonic logos introduced each year has grown exponentially.

Sonic branding is like an audible brand logo. It’s a sonic that is consistently used to represent a brand and could be anything from a piece of music, a jingle or a tag line. Think McDonalds (“ba-da-ba-ba-ba, I’m lovin’ it”), Moonpig (“Moonpig dot com”), and Autoglass (“Autoglass repair, Autoglass replace”).

At Radiocentre, we know the incredible boost that consistent audio branding can give radio advertising. Research study Turning Art into Science found that the most effective creative characteristics revolve around recognisable and familiar audio cues, such as a consistent creative idea, sonic brand identity or voice actor. These features make it easy for listeners to identify the advertised brand immediately, because the audio is familiar and consistent. Not only are ads that use consistency in some way more effective, they are more engaging and even boost ROI.

The SoundOut Index 2021 adds to these findings and has revealed that due to specific qualities, some sonic logos perform better than others. For example, sonic logos that include brand names are twice as effective at solidifying brand association than those that do not include brand names. Moreover, there is a positive relationship between the likeability of a sonic logo and how memorable it is. Put simply, the more that listeners like your sonic branding, the more likely they are to remember it.

Additionally, SoundOut has ranked the UK’s most effective sonic logos. Ranking first for most effective sonic logo is Just Eat (“Did somebody say just eat?”) and it’s easy to see why. The Just Eat sonic contains the name of the brand, making it easy for listeners to identify which brand is being advertised to them. The jingle has been used consistently in Just Eat ads over the last few years, meaning consumers have had time to associate the brand with the sonic. Furthermore, the sonic has been used consistently across media platforms on both TV and radio, which maximised exposure to the sonic. Finally, to top it off, the sonic is simply catchy and likable.

As audio branding becomes increasingly common and a standard practice, now is the perfect time to take inspiration from Just Eat and find the perfect sound for your brand. Start your sonic branding journey here.