Complete sonic branding process
SuperSonic
Turning brand essence into sound.
SuperSonic is a 360° sonic branding process.
It involves research & strategy, music production and supported roll out.
In the same way a visual brand helps identify organisations and what they stand for, SuperSonic helps brands be recognised for how they sound.
Where visual logos, typography, tone of voice, and imagery choices would usually be, SuperSonic involves the creation of musical and sonic assets. Informed by research and strategy, it also discovers how to truthfully reflect a brand through sound, and reach the intended audience in the most impactful way.
SuperSonic uses methods of traditional brand strategy to ensure music choices are informed and aligned - and then applies the information to compose a bespoke sonic brand to seamlessly slot into a wider marketing mix.
The SuperSonic process is divided into three key stages, which inform each other:
STAGE 1
Sonic Strategy
Research and analysis leads to conceptual strategy, converting brand architecture - image, purpose and values - into sound and music.
STAGE 2
The Studio
Next, it's time to face the music. Smart concepts and moodboarding combine to craft a creative brief to inform audio creation. Either myself or my network of brilliant composers will lean on extensive experience to always hit the right note.
STAGE 3
Amplify
Finally, the sonic brand is integrated across brand touchpoints to ensure emotional engagement and strategic success.
STAGE 1: TRANSFORMING A BRAND INTO SOUNDSonic Strategy
The sonic strategy stage has three acts:
At the end of this stage, the sonic concept is repurposed into a music brief, which composers use to craft a sonic brand.
STAGE 1: TRANSFORMING A BRAND INTO SOUND
Research
Research is a deep dive into the fabric of a brand, to gather insights and understand where a brand makes noise. Research is undertaken in four key areas of the brand ecosystem:
Result: understanding of brand story and setting.
Workshop
Informed by the research, the workshop stage is about transforming insights into sound. It involves identifying sonic spaces and crafting music moodboards to match, mapping them against each other to inform a branded sound palette.
Result: sound palette is identified.
Concept
Insights and sounds combine to create a leading concept to brief composers in Stage 2: The Studio. Concept is the culmination of the research and strategy stage, providing composers with a brief informed by three key pillars:
Result: clarity and confidence in a sonic strategy.
STAGE 2: TURNING THE SONIC CONCEPT INTO MUSICThe Studio
The studio, where the music happens, is split into three acts:
At the end of this stage, the sonic identity assets are delivered and ready for roll-out.
STAGE 2: TURNING THE SONIC CONCEPT INTO MUSICDemo
Demo is where initial sonic ideas are scoped and presented.
Result: Routes analysed and chosen for development.
Development
Development refines demos to a polished position, ready for testing and roll-out.
Result: final sonic identity is created.
Delivery
Final sonic assets are delivered, ready to roll out in Stage 3: Amplify. Assets are delivered in the following formats:
Result: sonic identity delivered and ready for release.
STAGE 3: UNVEILING THE SONIC BRANDAmplify
Amplify is the process of getting the sonic brand audibly into the world. It consists of three sections:
At the end of this stage, the sonic identity is out in the world.
STAGE 3: UNVEILING THE SONIC BRANDRoll Out
Roll out supports how to effectively and consistently release the sonic brand.
Result: sonic identity is live and integrated with full marketing mix.
Adaptations
Adaptations ensure the sonic brand is flexible across various content by evolving the sonic identity to different genres which suit various touchpoints and narratives.
Result: sonic identity is watertight across touchpoints.
Beyond
Sonic Support
On-going support for all music and sound related queries is offered as a retainer package. I operate as a go-to sonic partner to integrate into marketing strategy with professional and informed consideration for how sound plays a role in the wider marketing mix.
Analyse, Optimise & Evolve
A firm grasp on analytics post-launch is analysed to understand what’s working and what’s not so you can pivot, optimise and improve as the sonic brand becomes more embedded into the brand ecosystem.
Timeline
The SuperSonic process takes approximately 3 months to complete. Each stage occupies a month.
EXPLORE THE SUPERSONIC PROCESSSuperSonic Case Study
Discover how the SuperSonic process works in action with conceptual brand ‘BLOOM’ who sell gender-neutral perfumes.
Research, workshop and concept stages unearthed key insights to take to the studio, spearheaded by “the sound of self-actualisation”. To bloom into yourself.
From there, demos were crafted using key references and sound palettes which informed a composer brief.
A track was composed, featuring organic instrumentation (a nod to their sustainability pillar) with androgynous vocals (to connect with a gender-fluid audience). The genres tapped into were electronic (house/disco feel for modern & queer associations), indie (guitar driven for an organic timbre) and neo-classical (subtle, stripped back piano and strings for emotive sophistication). The music production utilises modern techniques - upfront vocals experimenting with formants, side-chained instruments for a sense of movement and pumping club beats. The song’s energy is optimistic and upbeat, building dynamically throughout to mimic the lifecycle of a flower in bloom. It features upbeat, electronic drums (a tribute to the party of pride) with emotive and inspiring harmony (paying homage to the hard work of social progress).
The sonic logo is a simple 4-note melody which mirrors the blossoming cycle of a flower - moving upwards in pitch before steadying out. It features an androgynous voice singing the phonetics of ‘bloom’, as well as a guitar to signal their organic, sustainable product.
The song was polished and tested on branded content to ensure it mirrored brand essence, before being rolled out with sonic brand guidelines and social media campaigns.
Sonic Brand Track
Sonic Logo & Content Examples
Pricing
SuperSonic is available as a full package (most cost-efficient) or each stage can be purchased separately.
Please note prices do not include add-ons such as testing, adaptations, or licensing fees.
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