Functional Sounds

In the fast-casual dining sector, Sonic and similar establishments have been promoting mobile ordering apps. With these apps, customers can place their orders ahead of time and simply notify the staff upon arrival—convenient and often incentivized.

What if Sonic's app incorporated tailored functional sounds? For instance, distinct audio cues could signify menu selections, reward redemptions, purchases, and arrival notifications, as well as alerts indicating that a server is on the way.

Apps represent a new frontier in user experience (UX) design where sound plays a vital role. In the age of touch screen devices, auditory feedback can confirm that a user's action was successful.

Music Playlists

Creating carefully curated playlists that align with seasonal themes, events, and special promotions can be a fantastic way to connect with customers.

For instance: - A summer playlist emphasizing family activities (perhaps avoiding artists like Nelly or Ginuwine). - Decade-themed playlists for nostalgic nights (imagine playing the hits of Garth Brooks when he's in town). - Launching a new all-American burger could be complemented by music from Bruce Springsteen or Willie Nelson.

While these playlists may not constitute sonic branding per se, they certainly embody an effective sonic strategy.

Commercials

This is perhaps the most obvious suggestion, yet it is vital. Thoughtfully selected music can significantly enhance a television campaign.

Currently, Sonic Drive In often relies on licensed tracks from artists like Third Eye Blind or Mariah Carey, but this approach typically serves one-off campaigns. This method raises several concerns: 1. First Recall: Viewers may associate the music with the artist rather than Sonic Drive In. 2. Controversial Choices: What if customers dislike a chosen artist or their lifestyle? 3. Misleading Implications: A song might convey a message that contradicts Sonic's branding. 4. Financial Risks: Investing heavily in a single song for a fleeting purpose may not yield a worthwhile return. 5. Lack of Control: Licensing a track limits Sonic's ability to adapt the music as the brand evolves. 6. Unoriginality: Establishing a unique sound design can be a game-changer, creating a valuable asset for future use without the need for re-licensing.

The Fusion of Pop Culture and Brand Authenticity

When executed strategically, music licensing can enhance brand building. Picture a commercial that begins and ends with a unique sonic tag. Research indicates that many overlook the significance of the Peak-End Rule, which could easily be addressed through effective sonic branding.

Long-Term Benefits

While the initial investment in sonic branding might seem substantial, the long-term advantages for Sonic Drive In are likely to outweigh the costs. This approach fosters future growth, emphasizing the importance of sound and music in creating an enjoyable dining experience.

Ultimately, sonic branding is about forging genuine connections. It serves as a powerful marketing tool, often outperforming visual strategies. Sound has the unique ability to prompt immediate action—encouraging customers to leave their homes and visit your restaurant. What better way to entice them than with a memorable audio cue?

Visuals are impactful, but combining sound with imagery can stimulate appetite even more effectively.

For further insights, consider exploring the work of Jeanna Isham, a sound strategist at Dreamr Productions and author at SoundInMarketing.com. She specializes in the influential role of sound in marketing and can be found on LinkedIn and Twitter.