What is sound branding and why should you use it? We’ve taken a look at this mysterious field of music marketing.
Let’s start with a definition of sound branding:
The term is used when we think of a meaningful and strategic approach to use of sound while building up or developing a brand, considering every possible output. For example: jingle, musical direction, product sound, location sound/music, VO voices, waiting music etc.
Why do companies, advertising agencies and brands spend energy, creativity, funds and time on sound branding? Because a sound brand creates a new – or supports an existing – brand identity, adds emotion to the brand, makes the brand stand out and forwards a message to the recipients.
The Power of Music
Music is an abstract language based on rhythm, dynamics and sound waves. Just like with an image, it’s extremely easy to forward an emotion or atmosphere with a simple tune. Take for example the theme tune from ”Jaws”. What do you think, or feel, when you hear the track? You feel danger and fear and you imagine a particular menacing apex predator. The tune evokes these images and feelings simply because music is a strong trigger of memories and connections. The music forwards a narrative, abstract or linear, whether you want it to or not. Once you hear a unique track in a specific context, it’s extremely difficult to remove the narrative and emotive context from the composition. If the sound brand contains lyrics, it’ll change the narrative of the music from something abstract to something very concrete, even though the message is only received unconsciously.
“Product sounds can be used to show the product’s quality and properties …”
One of the most common questions we get is: How do you create a sound brand?
It isn’t an easy task to create something catchy, but we always consider a couple of things before we get started. First you decide which emotions the the tune should express when it and what kind of story it should tell us. Then your composer has to consider note heights, intervals and rhythm to find the right tune. He should also pick the instruments carefully and perhaps even coordinate the choice with you in order for you both to avoid conflicts of interest.
If your brand is tied to a line of physical products, such as cars and motorcycles, you might also consider using the sounds of your products in the sound brand. Why? Product sounds can be used to show the product’s quality and properties. Plus, it’ll also make your sound brand stand out from the rest.
Once you have a sound brand, you have to use the it constantly in order for it to be branded as your sound. The tune will never be firmly established as your sound brand if you don’t use it regularly. You should also tell the composer to deliver different versions of the sound brand to you, so you can use it in wide range of marketing productions.
Curious about what it would take to get your own sound brand? Just give us a call or send an e-mail to one of our music supervisors.