Sound Matters: An Interview with Jay Patel on the Crucial Role of Sonic Branding in Brand Identity

Jay Patel is a marketing leader and executive strategist with over 15 years of experience implementing winning marketing and advertising strategies for brands, government organizations, and nonprofits, across various channels and platforms. In addition to co-founding the startup Hypertonic, he has held positions such as VP of Strategy at MRM // McCann, US Strategy Lead at RAPP, and now serves as EVP of Experience Strategy at Saatchi & Saatchi Wellness.

We sat down to chat with Jay about sonic branding and its increasingly critical role in marketing and brand identity. Please note that the views expressed by Jay in this interview are his personal opinions and do not necessarily reflect the views or opinions of Saatchi & Saatchi Wellness.

JBMG: How have you seen sonic branding evolve as a tool in marketing strategies throughout your career, and why do you think it's receiving increased attention in the past few years?

Jay: If you think about when we were growing up, we were exposed to a lot of TV and radio advertising where music and jingles played a significant role. These were the primary avenues for sonic branding in the past. However, as marketing strategies have progressed, embracing all of the new touchpoints we have for brands, the sonic strategy has become more comprehensive and integrated. With the rise of omnichannel marketing, interactions with brands now occur across multiple platforms such as mobile devices, apps, websites, streaming platforms, online videos, podcasts, social media, in-person experiences, the list goes on. The evolution is fascinating—it has shifted from a predominantly one-way approach via TV and radio to a multifaceted approach where brands can infuse their identity into every touchpoint, even down to the sound that accompanies actions like scrolling or clicking a button on an app or website. For instance, the distinctive sound that accompanies the Netflix logo upon opening the app exemplifies this trend. All those opportunities, if you don't take advantage of them, you're leaving a lot of connection on the table with your consumers. All of those moments are opportunities for you, and I think as a brand marketer and business, you need to take advantage of that.

JBMG: Can you tell us about the most interesting work you've done with sonic branding and strategy?

Jay: When I was at MRM // McCann, I worked on a project with Mastercard for Masterpass, where we integrated sonic branding into the whole experience of the app. So, when you're utilizing the app and navigating the different components, like sending someone money, there was an entire sonic branding strategy built into the user experience. That was a real eye-opening project for me in terms of shaping my perspective on the future for sonic branding and seeing the massive amount of potential it has.

JBMG: And why do you think sonic branding is such an important factor in that type of scenario with a finance app?

Jay: When using financial apps, users engage with them quite frequently. This frequent exposure means the experience becomes ingrained over time. In these scenarios, consistent use of a message, sound, or any element that resonates with consumers and evokes an emotional response is going to be highly beneficial. With repeated exposure to these sounds, consumers start associating them with the brand and their overall experience.Additionally, with financial apps, sonic branding plays a crucial role in enhancing user experience. Hearing a sound associated with the brand and specific transactions, payments, or deposits almost serves as a confirmation. Given the importance of security and comfort in financial apps, strategically incorporating sound enhances this sense of assurance and comfort for users.

JBMG: Some brands place high importance on their sonic strategies, while others aren't prioritizing the value of a thoughtful sonic brand. Even when looking at brands in the same industry and weight class, there is often a wide range in how clients value sound and its impact on their success. Why do you think this is?

Jay: Several factors can contribute to this. Budget is one significant factor; not all clients have the financial resources to invest in bespoke sonic branding that they can truly own. Additionally, the advice from marketers regarding how to approach sound varies based on the specific circumstances of each business objective. It's essential to assess where valuable touchpoints lie and the frequency of consumer interactions in order to determine the most effective sonic strategy. If there's a high frequency of consumer interaction and an opportunity to integrate sound meaningfully to create positive associations, then there's clear value in the additional investment.

Lastly, I think there's a need for a bit of education around the topic. Not all clients fully grasp the influence that custom sounds, tailored to fit their brand identity, can have in fostering brand affinity, enhancing brand recall, and establishing positive emotional connections. The more awareness, education, and perspective that can be brought to these aspects, the more I think this variance starts to level out.

JBMG: Lastly, with the growing prevalence of audio platforms, what steps do you believe brands should take to ensure their sonic branding resonates effectively with their target audience and contributes positively to their overall brand identity?

Jay: If your brand is venturing into advertising on platforms centered around sound, like Spotify, podcasts, or others, it's crucial to approach it with a top-tier sound strategy and implementation. After all, that's the reason people are there — to listen. It's all about the audio. I strongly believe in what you and your company are doing. The approach you've put together is thoughtful, strategic and your experience and work speak for themselves. If you're a brand trying to stand out in a saturated marketplace you need to do your research on competitors, work with the best music and sound partners, and really make sure what you're putting in front of listeners is of the highest quality. 

JBMG: Thank you Jay, for bringing your insights to this conversation around sonic branding.

For more information on our sonic branding services, check out our Beyond Sound™ approach or get in touch for a copy of our full capabilities deck.