Sonic branding
You only see a logo when you look. You hear a sound even with your eyes closed. With sonic branding, we give your brand a sound people recognize on the radio, in a podcast, in an app and in store.
We start with your brand, not with a melody. What are your brand values, who is your audience and how do your competitors sound? We translate that analysis into a sonic direction: which instruments, tempos, voice characters and timbres fit your brand and which do not.
What we create
A sonic identity with usage guidelines, a sound logo, brand music and variations for every length and channel. We choose or cast a recurring brand voice and make sure everything sounds like one consistent mix, from TV commercial to online video. We make it all in-house, in our music studio in the Houthavens.
Sonic branding backed by research
Research shows that sound makes a brand recognizable and gives it character. Timbre and choice of instrument shape how people experience a brand. In experiments, recognizable music increased brand choice by 6%. But only when the sound truly fits the brand. Read what the research says about sonic branding.
Curious how that sounds? See our work for the Lidl Mini's.
FAQ
Questions about this service
Can’t find your question? View all frequently asked questions or get in touch with us.
What is sonic branding?
Sonic branding is the strategic use of sound to make a brand recognizable. It goes beyond a jingle: voice, music, sound logo and sounds in apps or stores together form one consistent sound. Just as a logo and visual identity make your brand visible, sonic branding makes it audible.
What is a sonic identity?
A sonic identity is a brand's complete sound identity, captured as a kind of audio style guide. It describes which instruments, tempos, voice characters and timbres fit your brand and which do not. It also includes the sound logo, the brand theme and the usage guidelines.
What is a sound logo?
A sound logo is a short, recognizable sound of usually two to four seconds that introduces or closes your brand. A good sound logo is short and distinctive and works on every speaker, from phone to cinema.
What does sonic branding deliver?
Research shows most clearly that sonic branding strengthens recognition and brand associations. Timbre, choice of instrument and melody shape how people experience your brand, for example as robust or refined. In experiments, recognizable music also increased brand choice by 6%. How strong the effect is for your brand depends on your audience, the context and how well the sound fits your brand. Read what the research says about sonic branding.
How do you measure the effect of sonic branding?
Don't just check whether people recognize a sound. The key question is whether they link it to your brand and not to a competitor. Also test which qualities your audience attributes to the sound and whether they match what your brand wants to convey.
Ready to make some noise?
Whether you're looking for a sound logo or the audio production for an entire campaign, we ensure everything is right – from idea to delivery!