How to create a memorable brand jingle?

Lilian ROTA
Sound engineer and composer

A few seconds are enough to leave an indelible mark. That's the magic of the brand jingle: a melody, an emotion, and suddenly, a connection is created. The jingle is a sound signature that gives depth to a company's identity. At a time when consumers are constantly solicited, this short sound element captures attention like no other, to accompany you in your advertisements. Let's discover how to create an impactful and lasting jingle.

What is a brand jingle?

A brand jingle is a short (most often less than 5 seconds) and catchy melody, designed to represent a company in a sonic way. Intended to make a lasting impression, it is based on a few instrumental chords enriched with voices or sound effects. The result? A unique audio element, designed to reflect the values of your company and provoke an immediate reaction from your audience.

Let's take the example of the famous « I'm Lovin It » from McDonald's: a few words sung, a warm tone, and a wave of memories and emotions invade the mind. This type of melody becomes a sonic link, a powerful tool for memorization and emotional connection.

What are the benefits of brand jingle?

There are many advantages to using a brand jingle in a communication strategy:

An unforgettable auditory imprint

Music resonates in each of us. With a jingle, your brand touches, inspires, awakens feelings. Joy, trust, proximity… a melody can provoke an emotion that will remain associated with your world. This strong emotional connection transforms simple consumers into true ambassadors of your brand.

A powerful vector of emotions

Music resonates within us all. With a jingle, your brand touches, inspires and awakens feelings. Joy, confidence, closeness... a melody can provoke an emotion that will remain associated with your world. This strong emotional link transforms ordinary consumers into true ambassadors for your brand.

A way to stand out from the crowd

In an advertising landscape where messages are pouring in from all sides, capturing attention can sometimes be a challenge. However, the jingle offers a formidably effective solution to stand out. Few companies fully exploit this sound potential, which makes it a unique and truly differentiating opportunity.

Influence on purchasing decisions

Brand jingles don’t stop at emotion or recognition: they also influence action. They build positive associations between your brand and its products or services, in order to reinforce consumer choices. These often unconscious sound reminders play a key role in the purchasing decision.

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Strategic use of brand jingles

The musical jingle is used in various broadcast contexts. And that is one of its strengths: being able to intervene where your brand can be heard!

On radio and television commercials, it accompanies the visual logo to strengthen memorization. Integrated into a podcast theme, it instantly immerses listeners into the brand's universe.
On social networks, it dresses up video content to increase user engagement.
In corporate videos, it brings a touch of identity to your professional content.
During internal or external events, it creates an immersive atmosphere to unite your teams and attract your partners.
Incorporated into telephone greetings such as welcoming message, on-hold message or answering message, it reinforces the memorability of your brand or company.

An audio element inseparable from your sonic branding

A brand jingle is never isolated and is part of a larger universe, that of sonic branding. As can a sonic logo or a sonic signature, it expresses the values and aspirations of the company.

This strong sound identity acts as a common thread. It ensures consistency across all marketing and advertising media: radio, points of sale, TV, digital, etc.

Humanize your jingle with a unique voice

A brand jingle can stand alone, but when a voice is added, it brings a unique depth to it. It can transform a jingle into an even more memorable experience. When carefully chosen, it humanizes the sound signature and creates a real connection with your audience. A unique voice, whether sung or spoken, becomes an immediate reference, an element that distinguishes your brand and makes it more memorable.

With this human dimension, the jingle goes beyond its musical function to establish an intimate and engaging dialogue with your audience.

Our tips for a successful jingle

Creating a memorable jingle requires a subtle combination of creativity, thought, and strategy. Here are some tips to help you achieve this:

Keep it short and punchy: In four to five seconds, your jingle should capture attention and stick in people's minds. The simpler, the better.
Ensure perfect consistency with your brand image: the melody, rhythm and any lyrics must reflect your values and integrate harmoniously with your visual and sound identity.
Bet on originality: a unique jingle allows your brand to stand out in a saturated environment. Avoid clichés and dare to have a sound signature that truly resembles you.
Test before you launch: Play your jingle to a diverse panel to get their feedback. This feedback will help you adjust the details for maximum impact.
Think versatility: Your jingle should adapt easily to different mediums, whether it's commercials, videos or podcasts.

What is the process of creating a brand jingle?

Creating a brand jingle involves several steps to arrive at a melody that will resonate with your audience for a long time:

Analysis of needs and brand identity: it all starts with an immersion in your world. What are your objectives? What do you want to convey? Who is your audience? From these questions, a collaboration between marketers, composers and strategists allows you to lay the foundations of the project.
Creating the musical concept: Once the direction is defined, the musical style takes shape. Tone, rhythm, atmosphere… every detail is thought out to reflect your brand and reach your audience.
Composition and arrangement: then comes the moment to create. The melody is born, carried by the choice of instruments, voice and arrangements.
Recording and production: every sound, every nuance is worked with precision to bring a professional quality jingle to life.
Testing and tweaking: Before the big launch, the jingle can be tested with a representative panel. This feedback allows you to refine details, adjust impact, and ensure that every note finds its place.
Deployment: as soon as it is validated, the jingle begins its journey. It is integrated into your advertisements, videos, podcasts or even telephone devices, to dress each point of contact with your audience.

Why collaborate with a specialized agency for your brand jingle?

The creation of a sound jingle cannot be improvised and must be carried out by sound experts. A specialized agency like Phone Design puts its expertise in sound creation and marketing strategy at your service to transform this ambition into reality. We have more than 20 years of experience in the production of music for businesses. Do not hesitate to contact us for any musical jingle project.

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