DesignRush: Zocdoc and Made Music Studio Talk Sonic Branding Strategy
For modern brands, it’s not enough to have a visual marketing toolkit. Sonic Branding is now an essential part of making a brand not just heard, but felt in a sound-on world.
Zocdoc’s digital marketplace has long helped patients and provides make the healthcare journey easier to navigate. The brand promises to “give power to the patient,” giving them a sense of triumph in a environment that can be challenging. But as consumer behavior has shifted to new platforms like streaming and social media, they needed a flexible sonic identity to make their message more emotionally resonant.
Made Music Studio’s John Taite (EVP, Global Brand Partnerships + Development) joined Zocdoc’s Jessica Aptman (Chief Communications Officer) to share why sonic branding has become a key part of Zocdoc’s brand strategy:
Aptman shares with DesignRush:
Our sonic logo serves as a 'musical signature' that signals the Zocdoc experience: bright, human, just a little triumphant. It was about creating an evocative sonic expression of our brand’s mission to give power to the patient.”
In the article, you’ll learn:
Why Zocdoc needed their own sonic logo
What it takes to create sonic branding that boosts brand recall, equity and performance
How Continuum™, Made Music Studio’s on-brand music platform, can solve for scale and effectiveness of a sonic identity
Click here to read the full article from DesignRush, and listen to Zocdoc’s sonic identity below:
