How to avoid brand development stagnation by integrating sound design as part of identity?









Creativity in branding is as important as ever, we talk about embracing change, about innovation and about long term strategies. Every branding and marketing expert say that branding is all about long term strategy, that content is more important than the platform or channel. This is the paradigm shift in branding in response to intense competition. Instead of being everywhere and doing everything, brands need to plan what to do, how to do it and where.

Branded content provides consistency that gathers associations and feelings around the brand.

Regardless of the channel mix used, what keywords or brand language you use, the design guides you maintain or the PR, marketing and branding strategy you have, it shapes and consolidates the brand. Of course, the products and services that are branded are central to this; however, with all the focus on PR, communication channels and especially visual design, not many brands pay attention to the identity, when it comes to sound and music. Yes, sound and music may not be directly applicable to all products and services, but it is required in certain communication channels, e.g. involving video marketing, telephone systems, events, TV and Radio communication. This leaves us with a question.

Why not consider sound branding? Every brand that needs all edges possible to be distinctive in hard markets needs sound for touch point communication.

One reason may be that whenever new sound or music is needed companies think of accessing the source to limit costs. This is a basic principle of supply – the fewer steps from the source the less provision. However, sound and music is ‘raw material’ that needs prospecting and manufacturing to fit its purpose. If your brand needs custom front office furniture then buying wood in a forest or contacting a lumberjack may not be enough, the same applies to sound and music – there is the source and the people who produce, but you may want a specialist to craft the grand effect you need.

Using unique sound and music, specifically designed for the brand, is still a new level of design, while logos and design guides are used by all brands.

Using sound and music as tools to develop Brand Identity has been done on TV, Radio and Films for decades, but it seems to be a huge hurdle to make the transition from traditional media into audio visual brand identity. Sound design and music specifically designed for the brand identity is still a new level that needs to be applied.

Why sound branding is an opportunity to gain branding advantage?

Universities pump out multimedia designers, the plenty who work witch marketing focus on visual design an logos, which are the established side of branding. Most of the students and designers come closest to music by adjusting royalty free music, bought licence tracks or voiceovers to their videos and animations. It is still a rare case where custom sound is designed, maybe with the exception of the entertainment, tv, film and gaming industry. Sound branding is even less often done with a strategy. The point is that it of course takes a marketing expert and a graphic design artist to brand visually and not just a good artist. The same goes for producing sound for branding. The present situation is that sound design and production is still an experiment at marketing and design universities, and when it comes to music, the students are not thought about marketing, but about art. As a result, sound branding is still a rare opportunity for most brands.

Contact Soundbranding now to seize your branding advantage opportunity now!

Contact: br@soundbranding.com, Birgitte Rode, CEO