Sonic Branding
I help brands to be truly heard with sonic branding strategies and consultancy.
I’ve built iconic sonic brands, in collaboration with renowned music agencies, such as Persil, National Trust, VO5, Tresemme, Subway, Sage, Telia & John Lewis.
Sonic branding is the process of turning personality into sound and music.
When applied right, sonic branding can strengthen brand perceptions by acting as the audio equivalent of a visual brand.
That means, in the same way a brand may be recognised for how they look - they are recognised for how they sound.
Where usually a visual identity, tone of voice, logo, typography, and colour palette would be - instead there is a sonic identity, music mood, sonic logo and sound palettes.
The key to a solid sonic brand is ensuring the process is holistic across all touchpoints - and strategically aligned to a wider brand ecosystem (i.e. the sonic brand suits the brand and is used consistently).
Sonic branding has never been more relevant, because most modern media makes noise (think social media, podcasts, voice tech). Not to mention some of the superpowers sound and music have been proven to have.
Music is the universal language of emotion, so when when applied effectively, sound can form meaningful connections with an audience.
Sound is powerful: it can carry information subtly and communicate subconsciously because it can be broadcasted – making it less intrusive than visual stimuli
Now more than ever, considering how a brand sounds as well as how it looks, is crucial. If a brand wants to stand out - a sonic strategy is a fundamental way to be heard.
How Sonic Branding Works
Recent research shows…
Brand recall increases 8x when distinctive brand sounds match creative.
In 2021, there was a 22% increase in brands creating sonic strategies.
People react to sounds 17% faster than visuals.
Supersonic
SuperSonic is a 360° sonic branding process, which delivers a suite of sonic assets aligned with a wider brand ecosystem.Informed by research and strategy, it discovers how to truthfully reflect a brand through sound, and reach the intended audience in the most impactful way.
Without integrating sound, brand identity is on mute. As bright and enticing as the visuals may be - that's only half the picture.
If a brand is already using music, but sonic choices aren’t aligned to brand strategy -it's like hearing the soundtrack of another movie. Misaligned sonic choices can make storytelling difficult - and can do damage to a brand by communicating inconsistently.
Instead, having an informed sonic brand which is as impactful as a visual brand has synergistic benefits.
Supersonic combines methods of traditional brand strategy to ensure music choices are informed and aligned - implementing insights to compose a bespoke sonic brand to seamlessly blend into a wider marketing mix.
Brands who have invested the time to discover their brand purpose and identity, should also invest the time in discovering how this should be translated into sound.
Work with Me
Sonic Brand Consultancy
Expert advice and planning for brands and agencies on integrating sonic branding into a wider marketing mix.
Sonic Brand Strategy
Fully integrated sonic brands informed by insightful research and strategy to align with a wider brand ecosystem, using my SuperSonic branding process.
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