Visual identity elements are the first things that come to
most marketers’ minds when brand identity is mentioned. However, visual
identity elements appeal to just one of the five senses – sight. Today, I want
to call your attention to how sound is used to identify brands.
Over time, there have been many powerful advertising
jingles. Do these words bring a tune or a brand to mind?
Commercial Jingles
“Plop, plop, fizz, fizz, oh what a relief it is.”
“Like a good neighbor, State Farm is there.”
“Nationwide is on your side.”
“I wish I was an Oscar Mayer Weiner”
“Hotdogs, Armor Hotdogs – The dogs kids love to eat.”
“I’d like to teach the world to sing.”
“The best part of waking up is Folgers in your cup.”
“Ba da ba ba ba I’m Lovin’ It.
Sometimes a sound or a sequence of sounds is just as
powerful or even more so than a jingle with lyrics. Consider the power of these
sounds in conjuring up specific brands.
Sounds
NBC’s musical notes, G, E, C
Intel theme music
Apple Mac boot up
Each version of Microsoft Windows has its own boot up sound sequence
Harley-Davidson engine
MGM lion’s roar
And finally, sometimes brands have theme songs without the
lyrics.
Music
John William’s Olympic Fanfare and Theme
ABC’s Wild World of Sports theme song
National Geographic theme song
Loony Tunes theme song
When developing brand identity systems, don’t forget to
consider unique and ownable sounds.
