By Jalaja Ramanunni
Chris Atkins, Co-Founder and Managing Director, along with Joe Dickinson, Co-Founder, Managing Partner & CMO at WithFeeling, discuss the significance of incorporating sonic branding into marketing strategies during an interview with Campaign.
In today’s fast-paced marketing and advertising world, brands constantly seek new ways to stand out. While visuals and copy have traditionally been the primary focus of marketing efforts, there is a growing recognition of the importance of sound in creating a memorable brand experience.
Sonic branding, also known as audio branding or sound branding, involves using audio elements such as music, jingles and sonic logos to create a unique and recognisable brand identity. Joe Dickinson, Co-Founder, Managing Partner & CMO at WithFeeling, explains, “Just like a visual logo or color scheme, a well-crafted sonic brand can set a brand apart from its competitors and create a strong emotional connection with consumers.”
WithFeeling is a sonic branding agency that creates bespoke music, sound and voice solutions to create a brand’s identity. They have worked with brands such as Expo 2020 Dubai (now Expo City Dubai), Dubai World Cup and Aramco.
The power of a well-crafted sonic logo lies in its ability to create a strong association with the brand and evoke emotions in consumers. When consumers hear a familiar sonic logo, it can trigger memories and feelings associated with the brand, creating a lasting impression and reinforcing brand recognition. This can be particularly effective in today’s cluttered media landscape, where consumers are constantly bombarded with advertisements and content.
In the Middle East, as in many other regions, the awareness of the importance of sound in marketing campaigns is growing. “The fact that sonic branding agencies like us are busy with projects indicates the increasing demand for their services. There is a significant amount of work being done in sonic branding in Saudi Arabia,” comments Chris Atkins, Co-Founder and Managing Director, WithFeeling.
When working 
with clients, sonic branding agencies typically follow a process that involves understanding the brand and its unique needs. “Different brands require different approaches to sonic branding, depending on factors such as their industry, target audience, and brand personality. For instance, a sports and fitness brand may require a different type of sonic branding than a government entity.
“The goal is to create a sonic brand that aligns with its identity and resonates with its audience. One of the key aspects is the creation of a sonic logo, which is a short, memorable audio element that represents the brand. Like a visual logo, a sonic one should be simple, distinctive, and instantly recognisable. For example, the “du, du, du du du” tune on the radio is a well-known commercial for a telecom brand and is a perfect example of a sonic logo that immediately identifies the brand, even without any visuals,” shares Atkins.
In addition to traditional marketing channels, the emergence of the metaverse, a virtual reality space where users can interact with digital environments and each other, presents new opportunities for sonic branding. As brands explore ways to create immersive experiences in the metaverse, sound can enhance the user experience.
