Sound identity
To get a clear sound identity we will folow the next four steps:
Analysis of the potential of a brand in sound. Here we look via our method at the essence of the brand. We do this at looking at the history, mission/vision statements and conversations with the owners. After that we will map the context/competition and the possible applications across the different touchpoints.
Based on the information of the previous step we create an unique sound identity. This will be done by means of our own sound identity method. We will make different sound examples (like a sound collage) and we will test it and see if the client likes it.
In the testing phase we will see if the approved sound identity elements are effective across the touchpoints. We even have acces to neuroscientific scanning technology (fMRI) to see how the potential buyer’s brain reacts.
After the testing phase everything will be optimalised and implemented. In this phase the ‘Sound Branding Guidelines’ will be made to make sure that every future sound design for the brand is congruent with the sound identity.
To get a clear sound identity we will folow the next four steps:
Analysis of the potential of a brand in sound. Here we look via our method at the essence of the brand. We do this at looking at the history, mission/vision statements and conversations with the owners. After that we will map the context/competition and the possible applications across the different touchpoints.
Based on the information of the previous step we create an unique sound identity. This will be done by means of our own sound identity method. We will make different sound examples (like a sound collage) and we will test it and see if the client likes it.
In the testing phase we will see if the approved sound identity elements are effective across the touchpoints. We even have acces to neuroscientific scanning technology (fMRI) to see how the potential buyer’s brain reacts.
After the testing phase everything will be optimalised and implemented. In this phase the ‘Sound Branding Guidelines’ will be made to make sure that every future sound design for the brand is congruent with the sound identity.
Sound Branding Elements
There are different elements in sound branding that make up the sound identity:
A sound logo is (like the visual logo) the brand in sound. The sound logo differentiates the brand and fits perfectly the essence of the brand. It has to be easy to rememeber and flexible enough to be put to use across the different touchpoints. It is most of the time a short melody or a couple of sounds. The logo in combination with the other branding elements are the basis of the sound identity. The most known examples: Intel, T-Mobile, Nokia ringtone en Windows & Mac start up sound.
All composition and sound design that is being made for the brand, now and in the future must be measured against the sound branding guidelines that are made based on the sound identity. This will be done using our sound identity analysis method, so sound design is being created with an overarching sound strategy making it more effective and consistent. With composition and sound design flexibility is also important because the context changes often and it is a creative process.
Giving sound to websites, apps and products via the sound identity. This has to be done very professionally and sparingly. In the internet past (the ‘flash’ period), sound was being used everywhere where it really upset and annoyed the user. Sound is now mostly banned from internet. This is the result of unprofessional use of sound. When we use sound in a professional and sparingly way using the sound branding guidelines, it can have an enormous positive effect because sound will work for you, not against you. Also not much other brands are using it now, sound branding is only now upcoming.
The brand soundscape is a combination of tones and sounds to create a natural ambiance expressing the brand identity. The soundscape imitates a natural environment existing of subtle sounds which do not attract attention. It creates the atmosphere of the brand. This can be used under radio jingles, online product presentations, company films or as a background on live events.
The brand voice is a voice that exactly fits the personality of the brand. With the brand voice we have to think about what kind of attributes must the voice have. How would the brand sound if it were a person? A male or female? What kind of accent? Age? Pitch? Volume? Intensity? When we’ve found the right voice type we have to put it into use in a consistent way in multiple touchpoints ranging from the telephone service to the on/offline commercials and instruction video’s.
There are different elements in sound branding that make up the sound identity:
A sound logo is (like the visual logo) the brand in sound. The sound logo differentiates the brand and fits perfectly the essence of the brand. It has to be easy to rememeber and flexible enough to be put to use across the different touchpoints. It is most of the time a short melody or a couple of sounds. The logo in combination with the other branding elements are the basis of the sound identity. The most known examples: Intel, T-Mobile, Nokia ringtone en Windows & Mac start up sound.
All composition and sound design that is being made for the brand, now and in the future must be measured against the sound branding guidelines that are made based on the sound identity. This will be done using our sound identity analysis method, so sound design is being created with an overarching sound strategy making it more effective and consistent. With composition and sound design flexibility is also important because the context changes often and it is a creative process.
Giving sound to websites, apps and products via the sound identity. This has to be done very professionally and sparingly. In the internet past (the ‘flash’ period), sound was being used everywhere where it really upset and annoyed the user. Sound is now mostly banned from internet. This is the result of unprofessional use of sound. When we use sound in a professional and sparingly way using the sound branding guidelines, it can have an enormous positive effect because sound will work for you, not against you. Also not much other brands are using it now, sound branding is only now upcoming.
The brand soundscape is a combination of tones and sounds to create a natural ambiance expressing the brand identity. The soundscape imitates a natural environment existing of subtle sounds which do not attract attention. It creates the atmosphere of the brand. This can be used under radio jingles, online product presentations, company films or as a background on live events.
The brand voice is a voice that exactly fits the personality of the brand. With the brand voice we have to think about what kind of attributes must the voice have. How would the brand sound if it were a person? A male or female? What kind of accent? Age? Pitch? Volume? Intensity? When we’ve found the right voice type we have to put it into use in a consistent way in multiple touchpoints ranging from the telephone service to the on/offline commercials and instruction video’s.
