WHAT HAS BEEN HAPPENING IN THE EXCITING WORLD OF SONIC BRANDING?
At WithFeeling, we’ve noticed a remarkable trend in sonic branding over the last year. Businesses as diverse as HR, real estate, and now even data destruction are seeing the value of sonic branding.
As platforms like TikTok and other social media provide free engagement, more companies are using sound to enhance their brand identity, realising that sonic branding isn’t just for fast food or streaming services.
Used strategically, sonic branding sets them apart from the competition and creates emotional connections. A cost-effective way to advertise, it helps brands stand out and make a lasting impression, gaining an advantage in the competitive market.
We hold daily meetings with new clients to demonstrate how sound can transform their touchpoints, with clients showing great openness to this innovative approach.
In exciting new developments, AI-driven personalisation is enhancing audio experiences, making them more engaging. The rise of voice interfaces lets brands express their unique identity through custom voice assistants. Advancements in spatial audio offer immersive soundscapes, enhancing the sense of presence.
Additionally, the focus on sonic wellness is leading to soundscapes that promote relaxation, productivity, and sleep.
While biometric sound analysis is still an emerging field, AI is changing the landscape, to create dynamic and responsive sound environments that resonate with audiences.
HOW DO YOU MEASURE THE ROI AND EFFECTIVENESS OF A SONIC BRANDING STRATEGY?
We trust robust data over personal tastes and preferences. We implement thorough testing, both before and after deploying sonic branding strategies, to ensure effectiveness.
Our approach includes tracking brand recognition through metrics like website traffic and social media engagement, monitoring sales data, assessing customer loyalty and retention, and analysing interactions on social media.
We also conduct focus groups and surveys to gather direct consumer feedback, fine-tuning our sonic identity to ensure our strategies resonate every time.
WE’VE NOTICED ON YOUR WEBSITE THAT MANY EVENTS IN THE REGION ARE CHOOSING ORIGINAL MUSIC. WHY IS THAT?
Events are increasingly choosing original music to enhance the identity and memorability of the occasion. As a well-known Dubai creative director said, “You don’t hum the lights on the way home after an event.”
Original music captures and elevates an event’s mood and spirit through tailored compositions that respond to different cues and emotions, unlike generic stock music.
Many clients request an Arabic flavour in their music, using traditional instruments like the oud and ney, seldom represented authentically in stock libraries.
WithFeeling specialises in this fusion, crafting professional, thoughtful compositions that resonate with the event’s cultural context. This not only enriches the audience’s experience but reinforces the event’s brand identity.
By Joe Dickinson, Chief Music Officer, WithFeeling
