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What is an AUDIO logo?
YOUR BRAND IN FIVE SECONDS
An audio logo is a brief musical composition serving as a brand identifier. Often placed before or after a commercial message, it acts as an auditory anchor across all your communication. The elevator pitch for your brand.
What makes an effective audio logo?
What began in the early 20th century as a simple jingle has evolved into a key component of any brand identity. Today, an audio logo, also known as sound logo or sonic logo, takes the form of a short instrumental composition. Sometimes combined with animation or catchy pay-off. A unique and memorable audio asset that differentiates your brand and builds recognition. Provided it’s applied in a coherent way.
An audio logo usually lasts no longer than 5 seconds. Yet it’s the most representative element of your sonic identity. Suitable for use in TV campaigns, radio and on social media. Flexible yet instantly recognisable.
But not every sound can grow into a distinctive audio asset. An effective sound logo strikes a delicate balance. Between underscoring your brand character, building on category codes and creating musical stickiness. That’s why creating an effective sound logo requires a blend of creativity, market research, and strategic thinking.
Stand out
The more distinct your sound logo, the less likely consumers will confuse it with a competitor. So be aware of the codes in your category and break them strategically. Stand out, or prepare to be drowned in the sea of sonic clutter.
Stay true
An audio logo is your musical elevator pitch. The essence of your brand in music. A robust sound logo therefor requires a fitting blend of musical elements, true to the spirit of your brand.
Be memorable
Some melodies stick better than others. Yet simple motifs can quickly sound too generic. An effective audio logo hits that sweet spot between simplicity and complexity. Optimal recognisability without becoming dull.
What are the most effective audio logo’s?
TAMBR did research on 30 Dutch audio logos and jingles, laying the foundation for a national benchmark in musical marketing performance. Based on this ranking, you can now see how your sound stacks up against some of the best performing audio assets out there. Also, our research uncovers a few surprising factors that make a sound logo effective. Intrigued? Download our report and start building a better sounding brand!
Why invest in an audio logo?
Investing in audio is one of the most effective moves for building brand awareness. As we’ve learned to navigate our world through sound, this happens a lot quicker than you’d imagine. Only after a few exposures to your new sound logo, listeners are already linking it to your brand.
To keep that connection alive, it’s crucial to hit refresh from time to time. Ideally, you want to mix up various brand assets in such a way that colour, font, and sound start pointing to each other. By doing so, you strengthen the web of associations around your brand. Building mental availability along the way.
In order to build sustainable growth, any brand needs to create fame by expanding their reach. Because how will consumers choose your brand if they don’t know it exists in the first place? A well-designed sound logo can do just that, creating a lasting and meaningful connection between your brand and its audience.
How do you test an audio logo?
Investing in a sound logo is a significant step, focussed on the long term. Obviously, you don’t want to place your bets on a tune that fails to stick with your audience. To make sure you’re hitting the right notes, testing your audio logo is a must. Both during creative development and after its launch.
- If you already own a sonic brand, you can test its value to see whether your audio logo is due for an upgrade.
- During creation, you can explore how well your sound sparks the right associations and has the ability to stick with your target audience.
- Once your sound logo is out there, it’s advisable to periodically measure brand awareness and recognition.
TAMBR on audio logo’s
Summary
An audio logo is a brief musical snippet serving as a brand identifier, often placed before or after a commercial. Your musical elevator pitch.
An effective audio logo stands out, aligns with your brand’s character, and is effortlessly memorable. Plus, it’s a copy-proof masterpiece.
A sound logo is one of the most effective investments for building brand awareness. A game in which audio beats all other brand assets.
Interested in building an audio brand asset?
An audio logo is one of the most effective ways to empower your brand with music. A short and recognisable tune or jingle that can be applied across all your communication. Curious to how you sound when five seconds is all you got? Reach out and go for a lasting sonic expression.
Auteur
Niels de Jong
Oprichter / Muzikaal strateeg
Niels is opgeleid tot jurist én uitvoerend pianist, werd getraind als bankier en verdiende zijn sporen als strateeg in de creatieve industrie. Hij is medeoprichter en muzikaal strateeg bij TAMBR.
TAKE THE FIRST STEP TOWARDS A BETTER SOUNDING BRAND
Download our whitepaper and learn how to grow your brand with music