Sound triggers memory and emotion. Memory and emotion trigger desire and response. What emotions, memories, or desires surface when you hear sounds such as a baby crying, the ice cream truck passing by, a jet soaring overhead, or waves crashing on the beach? You might experience emotions such as compassion, hunger, or the desire for a relaxing vacation. Music works in the same way. A simple melody can subconsciously trigger desire for someone or something, or even bring you back to a time in your childhood. The same concept applies to music in films, documentaries, and especially in the corporate environment. Smart businesses recognize that sound (music) can be a powerful ally when it comes to promoting their brand.

Every brand needs a “signature sound”. A signature sound is like a brand’s “audio logo”. When you hear it, you immediately associate it with its respective brand, in the same way you associate a big yellow M with McDonalds or a check mark with Nike.  One of the best ways to achieve a signature sound for your brand is through a jingle, one of the most effective sound branding techniques.

Why are jingles important?

• Jingles Increase Brand Recall.
  When you think of a commercial jingle, what is the first one that comes to mind? “I’m Lovin’ It” from McDonalds? Or how about “I want my baby back baby back baby back ribs” from Chili’s? A good jingle will get people singing the name of your brand, and will bring your brand to mind when it is heard. Increasing the popularity of your brand in turn increases your brand recall so that when a customer thinks of your product or service, your company or brand is the first to come to mind.

• Jingles Help Develop Brand Consistency.
  
  Jingles are a great way to create brand consistency by developing your brand’s own “signature sound”. A jingle can easily be re-used in different commercials, and even utilized in online marketing or social marketing. The background music of a jingle could also be used to underscore a corporate video, or even integrated into your on-hold solution. All of this coming together to create your brand’s unique signature sound. One thing you will notice about corporations such as Nike, Coca-Cola, or FORD is consistency regarding their message in advertising. These multinational giants understand that advertising frequency and brand consistency are the way to stay ahead of the game.

• Jingles are a smart way to present your products or services.
  A jingle offers a fun and creative way to promote your products and services to your customers. As mentioned earlier, music triggers an emotional response. For example, if you are running a campaign to raise funds for homeless animals, you will want your audience to be moved with compassion and will need the right style of music to pull the right emotional strings. If you are selling ice cream, you may want an upbeat tune that reminds your audience of a hot summer day. Regardless of what feelings you are trying to draw out of your audience, the products and services your company offer will be much more easily remembered if paired with a catchy tune.