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.