In this digital era, every business, be it small or big, has a huge crowd of competitors. By the day, it has become increasingly difficult for businesses to differentiate themselves from others and to build their own identity.
And, to make effective differentiation, brands are compelled to experiment with countless branding strategies so that they can stand out and be equal while competing against big companies.
Among many other strategies, creating a sonic identity for a brand is one of the less discussed strategies when compared to other forms of branding, in spite of the fact that every renowned brand in the world, such as Apple, NBC, etc., has a signature sound associated with it.
Here are some examples of brands that used sonic identity as a powerful tool for their business and reaped amazing results.
For a company like TaxAct, which provides an online tax filing service, competing against big companies was highly challenging. The company had spent money on clever advertisements, but when consumers remembered the television ads they watched, they thought they were for the industry incumbent. Another issue was the name, which some mistook for a bill in the United States Congress instead of the name of a tax-preparation company.
To address these issues, TaxAct chose to create a sonic identity that helped the company differentiate itself from established companies and generated enough attention for its name.
For which, the brand's agency developed a fantastic character called April Showers and invented storylines for TV commercials that depict an enchanted moment when a taxpayer's tax refund falls from the sky. TaxAct also created a sonic logo with a repeated T syllable (T-T-T Tax Act) to help consumers remember.
Sparkling Ice is a sparkling water brand whose name consumers often misunderstand. The problem originated from its logo, which assembled the words sparkling and ice on top of each other. As a result, customers assumed the brand was called Ice.
However, the term "ice" does not adequately describe the product, which is sparkling water in unique and refreshing flavours. It also made finding the brand through a search engine difficult.
To meet this challenge, Sparkling Ice developed a sonic identity that emphasized the word sparkling. The sonic logo is a slender, upbeat jingle with the word sparkling repeated several times. The jingle appears in all of Sparkling Ice's marketing materials.
As an impact of this move, Sparkling Ice has seen great success in terms of standing out from competitors and communicating its distinctive selling proposition to consumers.