Who hasn’t experienced hearing a melody or a sound and immediately associated it with a brand? The concept of sonic branding has its roots in radio jingles, which helped connect music with a product in the absence of visual cues. However, in 2023, there was a 24% increase in investments of sonic brand identity by both local and global companies. This is a response to the rise of audio platforms, podcasts, voice assistants, as well as streaming services and digital communication channels. Consequentially, the touchpoints between brands and customers have multiplied, making sound a key element in enhancing brand recognition and recall. According to a Spotify survey (November 2023), 49% of millennials and Gen Z report paying and retaining more attention when listening than when watching something. This finding comes as no surprise, as sound is the element of the brand experience that interacts most directly with emotions.
Inarea's approach to sound design
Inarea sound design combines creativity, technology, and acoustics, supported by neuroscientific testing in collaboration with BrainSigns, by-product of the University of Sapienza in Rome. These tests scientifically demonstrate how sound can influence emotions and brand perception. Through these processes, the audio concepts behind Inarea’s sound logos and brand themes are qualified and quantified through EEG, HR, GSR sensors, and Implicit Association Tests (IRT).
Sonic branding is not an accessory element; it is a strategic lever for building a memorable and engaging brand identity. In an increasingly digital landscape dominated by audio content, companies that invest in a sonic brand identity are able to stand out, strengthening the emotional connection with their customers and leaving an enduring mark over time.
Case Studies
The track ‘Di Campo in campo’ (‘From Court to Court’) marks the first step in the construction of a sonic identity. Presented at the Grand Opening Show of the Nitto APT Finals in Turin 2024, it is an anthem of resilience and the will to overcome- qualities and characteristic of racquet sports. The concept is inspired by Nelson Mandela’s quote: ‘I never lose. I either win or learn.
From the online world to the live atmosphere of the stadiums, this ambitious endeavor seeks to capture in sound the spirit, values, and attitude of Italy’s football culture. The brand theme ‘Azzurri’ features a driving, emotional progression built around just two notes, highlighted by the use of choruses and the soprano voice, evoking the Italian opera tradition.