Insights: Sonic Branding Matters

Veritonic, the audio intelligence company, has built a platform to quantify the value of sound. Veritonic measures, scores, and benchmarks all manner of audio content: voices, music, ads, and audio logos.
In their recently released fifth annual Audio Logo Index study, the Veritonic platform captured the responses of about 3,700 consumers in the U.S. and U.K. to evaluate more than a hundred of the top consumer brands' audio logos.

This week’s Westwood One blog outlines some of the key findings, which reinforce the best practices when using audio logos: say the name of the brand and have melody.

• Audio logos that mention the brand scored a Veritonic Audio Score of 69 on average. Audio logos that did not mention the brand scored significantly lower, with an average 55 Veritonic Audio Score.
• Audio logos that included a melody saw a 77 average Veritonic Audio Score, compared to those without a melody at an average of 60.
• Combined, using melody and mentioning the brand name led to higher scores. Those with both a melody and a brand name mention scored an average 78 Veritonic Audio Score. Those without scored a 54 average.
• Per Veritonic’s Audio Logo Index, insurance firms understand the power putting the brand name into the sonic brand. Three of the top ten audio logos in brand association are State Farm, Farmers, and Liberty Mutual.