Sonic Branding

We’re all attuned to the “pre-language” of sound from a very early age, and we’re quite adept at interpreting its meaning. It’s the universal language of emotion, requiring no explanation or translation. And it affects us on a very personal level, stirring up meaningful associations and acting on our physiology to produce intense feelings.

Sonic branding uses sound to communicate identity and demonstrate intention. It is the audible component of branding, encompassing an infinite variety of strategies and tactics, from branded music-compilations and music websites to sonic signatures and environmental music programs. It has two basic functions, which address the following questions:

• What does your brand sound like? This is what we call “sonic identity.”
• How do you want your audiences to feel? This informs how your sonic identity is applied tactically to enrich the customer experiences you deliver.

How is your core identity expressed with sound? What are the musical implications of your organization’s personality? Your identity can be expressed sonically in many ways, but to be effective it must be true and consistent across all touch points.

A sonic identity profile describes what your brand sounds like. It provides a guideline for the audible expression of everything that makes you unique—and uniquely valuable. It clearly defines your “sound” so that you can create and evaluate different sonic expressions of your brand objectively.

It transforms unremarkable transactions into memorable experiences. Sonic branding puts your sonic identity into action, enhancing your customer experiences and creating opportunities for greater customer interaction.

Because every new technology has sound delivery built right in, these opportunities are more abundant than ever. But even traditional communication channels—radio, television, background, phone systems—are made more vital, compelling, and memorable when they incorporate sonic elements that add emotional impact and continuity from one medium to the next.

Foundations:

• Sonic Identity profiling
• Sonic Branding strategy
• Holistic Sonic Experience design
• Music and licensing audits
• Music licensing strategy

Creative programs and tactics:

• Music microsites
• Branded music products (CDs, vinyl, podcasts, etc.)
• Sonic signatures (aka, audio logos)
• Custom-curated, on-brand music catalogs
• Environmental (“background”) music programs
• Custom scoring and theme composition
• Localized A&R programs