Our Sonic Branding ProcessJul 23 2013 · 1 comment · Services, Sound Design
As discussed in the previous article, sonic branding involves using unique audio to reinforce your brand identity. It is a real art to capture everything about your company in a brief sound. There are four key stages of the development process and in this article I will break down what those are and how they relate to the acoustic equivalent of a visual logo.
The Four Phases
- Gather information about the brand
- Identify key descriptive words, images and feelings that reinforce the brands identity
- Analyze competitors and compare market data
- Ascertain how sonic branding will be implemented across marketing campaigns
- Develop the strategy and set the framework for an acoustic identity
- Conceptualize a draft
- Create alternative versions of the initial draft
- Present the draft and alternative versions to the client
- Edit, adjust or re-conceptualtize and resubmit until client is extremely satisfied
- Client selects a license that suits their need and budget, digital assets are delivered and the transaction is finalized
How to Reinforce Your Brand identity
Our brains love familiar melodies because we love to anticipate the ending to a memorable sequence of sounds. Once a unique sound has been associated with a product or brand, consumers play the sound in their mind and re-live their perception of the learning experience. Some brands focus on a very unique sound that is intrinsic to their product rather than a musical composition. For example, in 1994 Harley Davidson filed a sound trademark application for its distinctive V-twin engine sound. It realised that if it could capture its own sound, it could distinguish the brand at every point of customer interaction.
To be most effective a sound logo should be unique, memorable and flexible
Until Next Time
Branding is an art and as such is, in this case, in the ear of the beholder. A lot of research and iteration goes into creating a great sound logo because, if successful, it can lead to an iconic waveform that will resonate with people through time. If you are considering harnessing the power of sound in your branding, promotion or marketing strategy please get in touch to see how our studio can be of service.
About the author: When Jordan Reed isn’t dreaming up sonic mnemonics he can be found lurking in the corner of his control room designing sound, writing music or just plainly making noise. As the founder of Freq Wave Studios and author of this article, he hopes to cast light on the wonderful world of audio production and it’s relative uses in the commercial world. Have a question or want to connect with Jordan? You can find him on Twitter under the assumed handle: @SoundsLikeJord or send a direct message via the contact form.