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What is sonic branding?

YOUR BRAND IN MUSIC

Music is a magical illusion. An illusion that transforms any combination of sound waves into a superpower that makes us laugh, remember and embrace. Sonic branding is about using that superpower for marketing purposes.

Audio identity

Audio identity

An audio identity is the ultimate musical translation of your brand’s character, serving as the strategic foundation for all your auditory communication and grounded in a solid positioning.

Audio UX

Audio UX

Audio UX involves integrating sound into the design of digital interfaces and interactive products to enhance the user experience and reinforce your brand identity.

Audio logo

Audio logo

A sound logo is a brief musical snippet lasting 1 to 5 seconds, crafted to spark brand recognition. It can be purely instrumental, sung like a jingle, or paired with a catchy lyric.

Brand anthem

Brand anthem

A brand anthem is the musical embodiment of your brand character, a custom-composed piece that serves as the foundation for your musical identity.

Music library

Music library

A music library is a flexible and modular collection of sonic assets, based on your musical identity and crafted to underscore all of your communication.

What is sonic branding?

Sonic branding, also known as sound branding or audio branding, is the art of enhancing your brand identity through sound. This could be a snappy audio logo, a show-stopping soundtrack for your TV ad, or even a complete musical brand identity.

When applied strategically, branded music turns heads, makes your brand unforgettable and gives it a shot of confidence. This way, sonic branding contributes to the growth of your brand. Here’s how.

How does sonic branding work?

WHY sonic branding?

We’re drowning in a sea of visual clutter. At the same time, consumers are tuning out of traditional media channels. This leaves brands with a conundrum: how to connect with an audience that’s more into listening than watching. But exactly in that challenge, lies a golden opportunity.

Audio is in opkomst

Audio is booming

Our audio consumption is on the rise. Podcasts are getting mainstream, social media are increasingly built on audio and radio is reinventing itself as a digital powerhouse. It’s safe to say that we’re now spending a hefty chunk of our day indulging in proper listening.

Sonic branding is effectief

Audio is effective

Sonic branding is one of the most potent ways to bolster your brand. This is because the processing of sound engages various parts of our brain. This intense activity ensures that musical information strongly wires itself with memories and emotions.

Audio biedt kansen

Audio is opportunity

Most brands still haven’t hopped on the sonic branding bandwagon. As a result, their investments in auditory media lag far behind consumer adoption. This means there’s plenty of potential to claim a distinctive musical identity.

How to develop a distinctive sound

Crafting your distinctive sound is all about putting your brand’s personality in the spotlight. That’s why developing a sonic brand kicks off with a strategic exploration of your brand personality. What cultural codes resonate with your brand? What do you stand for? And how does that sound?

If you already own an audio asset and are considering a refresh, it’s worthwhile to test your existing sound. To what extent is it recognisable and unique? What brand associations does it evoke? Such research can provide valuable insights for shaping a musical strategy.

Of course, it’s not just about having a sound; it’s about standing out. You won’t be memorable if you sound like everyone else. Sonic branding means intentionally positioning yourself apart from the competition. The more unique your sound, the better your chance of etching yourself into memory.

Once you’ve found your signature sound, you need to make sure it’s heard everywhere. A sound logo is a start, but investing in a musical identity that can enhance all your content is even better. From Spotify ads to online recruitment videos. And from TV campaigns to Instagram reels. An adaptable audio library ensures your sound will align with every medium.

Auping sonic branding

Since 1888, Auping has been crafting beds and mattresses of the highest quality. Establishing itself as a leading brand. We created a subtle, musical identity, echoing associations of love, tranquility, and craftsmanship. Delivered in an extensive audio library, Auping’s sound reverberates through all their communications. Tailored to each campaign’s narrative and the requirements of every medium. Flexible yet unmistakable.

Auping sound logo

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Love and tranquility resonate in the gently hummed melody, which forms the foundation of the sound logo. The contour of this motif initially rises, only to gracefully settle into a peaceful calm.

Auping up-close

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Up-close recordings of piano and clarinet make you feel like you can touch the music. You hear the creaking of the piano mechanism and the air flowing through the clarinet.

Auping effects

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We communicated craftsmanship by adding sound that we recorded in the Auping factory. Such as the rustling of bed linen and the rhythmic ticking of sewing machines in the workshop.

Auping brand anthem

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Summary

Every brand deserves its own sound. A distinctive blend of rhythm, melody, and tone color. When applied consistently, you build new associations and reinforce existing memory structures. This is how sonic branding contributes to the growth of your brand. Let’s quickly recap the benefits:


What is sonic branding?

Sonic branding is about amplifying your brand identity with sound.


Why sonic branding?

Our audio consumption is on the rise, yet brands haven’t fully embraced sonic branding. This leaves ample space to claim a unique sound of our own.


What are the benefits of sonic branding?

Sonic branding boosts brand awareness, triggers brand recognition, and strengthens your brand’s character.

author

Niels de Jong

Sonic strategist

Niels graduated as a lawyer and performing pianist, was trained as a banker and found his calling as a creative strategist. For TAMBR, he helps marketeers to understand their brand in musical terms.

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