The Voice of Your Brand: Create Your Brand’s Sonic Soul

A tribute to Sylvester daCunha

The creative genius Sylvester daCunha is no more. But his tagline “Utterly Butterly Amul” is immortal. The ‘Voice of Brand Amul Butter’ is suddenly so soulful. This tagline and the mascot ‘Amul Girl’ have always kept us glued to the Amul topical ads – be it the catchy slogans or the fun-filled one-liners.  

As a pharma brand manager, I learned from Sylvester daCunha the importance of creating soulful taglines which can communicate the ‘Voice of Your Brand’. More so in today’s era when a doctor gives a medical representative just 3 seconds! He has just 3 seconds seconds. How will he stand out?

In the ever-evolving world of pharma marketing, creating a consistent ‘Voice of Your Brand’ that resonates with the targeted doctors has become more important than ever. A catchy tagline harnessing the power of sound through the “sonic soul” as I would love to call it, can truly set your brand apart you’re your competitors.

In this blog post, which is a tribute to Sylvester daCunha, we will explore the significance of mastering the ‘Voice of Your Brand’ and provide insights on how to find your pharma brand’s sonic soul.

What is the ‘Voice of your Brand’?

The ‘Voice of Your Brand’ encompasses the distinct personality, tone, and style of communication that your brand uses to engage with doctors. It goes beyond mere words and permeates every aspect of a brand’s messaging, from medico-marketing promo campaigns to patient-centered interactions.

A strong ‘Voice of Your Brand’ evokes emotions, builds trust, and creates a lasting impression in the minds of doctors and may be even the patients.

The Power of Sound in a Tagline

Neuroscience has proved that sound has a profound impact on human emotions and memory. It can trigger nostalgia, shape perceptions of a brand and even influence prescribing decisions.

Just think about the iconic jingle like “Nirma, Nirma, Washing Powder Nirma…” or of Liril girl bathing under the waterfall “la, laa, laa ra, laa ra…”. The latter doesn’t even make dictionary sense. Yet Liril has left an indelible mark. That’s the power of sound in a tag line.

These soulful sonic taglines instantly bring to mind specific experiences and create a strong connection with the brand. By leveraging sound strategically, your brand can tap into the power of audio branding and enhance its overall brand recall.

Create your sonic soul!

1.      Create your Brand’s Personality

Start by identifying the key traits and values that define your brand. Is it playful, naughty, child-like and energetic? Sophisticated and refined? Once you have a clear understanding of your brand’s personality, you can align your sonic elements accordingly.

Colimex Drops is one brand I instantly recall; the iconic brand of Carter-Wallace. Doctors just loved: “When colic brings tears, Colimex brings cheers”.

2.    Your Audience

Research your target audience and their preferences when it comes to sound. Consider factors like age, demographics, and cultural background. Understanding your audience’s sonic landscape will help you craft a brand voice that resonates with them. Pramod Sapre, the creator of the Colimex tagline, knew how to get into the minds of doctors who treated infants with colic pain. He created a ‘Voice of the Brand’ that jelled with these doctors, making Colimex a brand loved by pediatricians.

3.    Choose your Sonic Elements

In today’s phygital age you could include memorable jingles, a distinctive voiceover, or even the sounds associated with your product or service using those in the brands microsites or even social media meant exclusively for doctors. Ensure these elements align with your brand’s personality and evoke the desired emotional response. 

4.    Consistency is Key

Whether it is Amul, Nirma, Liril or Colimex, they kept the taglines consistent over the years. In the omnichannel age, creating a consistent ‘Voice of Your Brand’ across all touchpoints is crucial. From social media posts to microsites, or every one-on-one interaction with doctors, it should reflect your brand’s unique sound. Consistency builds recognition and reinforces your brand identity.

5.    Test and Refine

Take risks. Don’t be afraid to experiment and gather feedback from both your internal and external audience. Work in the field for long times to gauge the effectiveness of your sonic branding efforts. Refine and adapt the ‘Voice of the Brand’ based on the insights gained. 

In today’s super-duper competitive landscape, finding your brand’s sonic soul and mastering the ‘Voice of the Brand’ is a powerful way to differentiate yourself from the crowd.

By harnessing the emotional power of sound, you can create a lasting impression, foster brand loyalty, and connect with your audience on a deeper level. Remember, a well-crafted ‘Voice of Your Brand’ not only resonates with your targeted doctors but also becomes an asset that represents your brand’s identity and values.

So, embark on the journey of finding your brand’s sonic soul, and let the ‘Voice of the Brand’ be heard loud and clear.

Thank you Sylvester daCunha for inspiring the pharma brand managers.