Audio branding - often also called corporate sound, sound or sonic branding - has been a buzzword in the marketing industry for over ten years. Everyone knows the prominent sound logos of brands like Telekom, Audi or McDonald's. We grew up with the catchy jingles from Haribo, Schwäbisch Hall and the like.

So it's not surprising that many brand managers are flirting with their own sound, as it promises increased brand recognition, arouses sympathy among target groups and increases media efficiency.But not all brands achieve the status of a Telekom. Why is that?

Here are five theses that brand managers should consider when approaching the topic:
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1. Audio branding only works in the longterm.The best-known sound logos are the ones that have been used the longest. Audi and Telekom have been using their sound logos for over 20 years. A sound that is discarded after two years was a bad investment because it has not yet had a chance to establish itself on the market and in people's minds.
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2. Audio branding requires consistency.The decision to use a sound logo is not a can-do decision, but a must-do decision. For a brand to be associated with a sound, it must be used consistently and consistently across all channels and audiovisual applications. This way today, that way tomorrow creates uncertainty.
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3. It doesn't work without management involvement.The visual and the acoustic logos form a unit and are image-rich sender identifiers for the company. They communicate the brand's positioning and vision. Thus, they are strategic communication tools and not a "nice to have". The integration of relevant stakeholders in the company is essential to ensure acceptance of the results.
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4. Audio branding is more than a sound logo.A corporate design consists of a logo, a color scheme, typefaces, design principles, etc., and everything plays together. Too often, audio branding is thought of as just a sound logo - but brands sound more and longer than just for a few seconds at the end of a commercial. Defined brand music, a soundscape, a brand voice and user interface sounds give a brand support. In this way, all audiovisual applications, such as videos, telephone waiting loops, events and interfaces, can be developed to match the brand.
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5. Audio branding is not a project.Often, a project is set up for the topic of audio branding and the results are then made available to employees and agencies. Unfortunately, a brand sound does not implement itself. It requires persistent support and monitoring to ensure that the sound is implemented correctly across all channels in line with the concept. Audio branding is a continuous process.


Conclusion:If you take the above points to heart, you have the chance to build up a great asset for the brand. A brand sound takes time to learn. But then it unfolds its full power and strengthens sympathy and trust in the brand.