Sonic Branding for Nonprofit Organizations

Abstract

Sonic branding is a type of marketing that uses sound or music to identify a brand. Companies can create an original aural logo or sound identity, or they can use preexisting music to define their product or organization. Many businesses outsource marketing firms to develop a sound identity, but due to financial and other resource constraints, nonprofit organizations may not have this as a viable option and instead choose to craft their own aural brand, repurpose preexisting music, or not use any form of sonic branding. This study seeks to discover how nonprofit organizations might incorporate sonic branding and provides suggestions on how to create a strong aural brand using affordable practices and tools.