Sonic Branding

Does my brand need sound? What benefit does this have for the brand? Where and how do you start? Music is such an abstract thing so how can we create something that we understand? Something that feels truly one with the brand and culture?

Sonic branding, the use of a specific audio pallet and sound to represent a brand, is an important aspect of creating a strong, recognizable brand identity. From the earliest days of human history, sound has played a powerful role in shaping our experiences and influencing our perceptions.

For example, in ancient cultures, the use of horns, drums, and other instruments was used for communication and signaling. In more recent history, the use of music and jingles in advertising has been a powerful tool for creating memorable branding. In today’s world, the use of specific soundscapes and audio cues can help to establish a brand’s image, differentiate it from its competitors, and create an emotional connection with consumers.

One of the rebrands we worked on, dutch Radio and TV station Radio 538 wanted a fresh look at their TV channel audio branding. We came to the conclusion together that over the years they did go from EDM oriented to more broad pop. With that in mind we created a more pop – contemporary track. The challenge was to make it still timeless as well.

One of the key benefits of sonic branding is that it allows a brand to create an instant association with a specific sound or music. For example, the Intel jingle is a classic example of successful sonic branding. It is just a five-note melody but it is universally known to represent the Intel brand. Similarly, the iconic three-note jingle of McDonald’s is instantly recognizable and creates an emotional connection with consumers that they associate with the brand.

Another advantage of sonic branding is that it can be used to create a unique audio identity for a brand. This can help to differentiate a brand from its competitors and create a sense of exclusivity. By using unique sounds and music in their advertising and marketing campaigns, companies can establish a sense of distinction for their brand. This can be especially important for luxury and high-end brands that need to communicate their exclusivity and prestige.

Historically, drums are used to communicate over distance, because of their transient sound that starts in one place and broadens out to reach people. That resonates with ACE, an agency with a clubhouse that functions as a huge drum. So we made a starting point in the musical tension with a rhythmic, analog synthesizer and added the occasional drum to it.

Sonic branding also has a strong emotional component. The sound can evoke a certain feeling, it can create an ambiance, and it can make the brand more memorable. Research has shown that music has a powerful impact on the human brain and can be used to influence emotions and create feelings of pleasure and joy, or of trust and security. It can also be used to create a sense of nostalgia, which can be particularly effective in branding campaigns.

In conclusion, sonic branding is a valuable tool for creating a strong, recognizable brand identity. By using specific sounds and music to create an instant association, differentiate from competitors, and evoke emotions, companies can establish a powerful emotional connection with their consumers. Sound has always been an essential part of human experience and continues to be an essential element of successful branding strategies.

We as THNDR have a concrete and clear path to achieve a strategy and clear sonic branding together from the first meeting. We go through all of the steps together, conduct research, present several concepts, and walk through them together. Because we understand how abstract and often elusive music can be. It is our task to make that a reality. Furthermore, we stand for the highest caliber of composers and music producers; for us, quantity is secondary to quality.

Are you interested? We would be delighted to meet for coffee to discuss your sonic challenges and questions! Or come to us and relax in front of the speakers in one of our studios. You are always welcome.

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