For many years, computer users have noticed a specific musical sound during bootup: Microsoft Windows has one sound, Apple Macintosh has another sound. These are examples of sonic branding. Similarly, brand jingles and musical straplines are part of sonic identity.
Now sonic branding is becoming increasingly important as brands seek to further differentiate themselves in this era of Alexa, Siri, Google Assistant, Amazon Echo and other virtual assistants and smart speakers.
In other words, the audio component of branding must support visual elements and other aspects of brand identity, because so many consumers rely on voice commands and audio response.
To be effective, the sound must be brief and memorable, consistent with other brand elements. It can be used in both audio and video brand experiences. And it should appeal to the target market, developing an emotional connection with the brand.