The history of visual logo development is easily traceable. Although the visual logo provides consistency to a company image and coherence to its marketing through branding, occasional logo redesigns are done to refresh the image and reflect the progress of the company. However, not everyone knows that a sound personality is flexibly developed along with the brand as well.
To some companies, audio use follows the same consistency and stability as is offered by visual branding, and some companies discard this seemingly trivial, but powerful practice.
We know that companies who use sound branding along visual branding to strengthen their branded identity tend to have a greater market share. We know better than to regard this as a fluke.
Market leaders do not hold their positions through sheer luck alone. Although we all guard the exact secrets of our success, sound branding may as well be that one milestone between two brands.
The thing is, however, that while sound branding is a whole new dimension of brand personality, it too can -and by some is- developed along the visual brand design.
Two examples of companies working with this sort of joint sound along visual brand development are the leaders in their respective markets: BBC2 and McDonalds.
Both companies have shown branded design development of sound which followed the changes to their visual elements, this combined effort may be quite fairly regarded as multimedia branding. Learn more here.
However, just as it takes a visual artistic mind with branding knowledge for the mainstream “design”, it takes a musician with similar skills for sound branding. Nevertheless, while visual design experts are common nowadays, experts for sound identification are still a niche.
Some businesses regard branding only according to the old AMA definition. May it be only that, although there is so much more to branding, but why limit the effort only to the widely used visual communication?
Branding can be seen as an ongoing process of development with certain communication coherence. In a world where visual branding is so widely used, sound is a valuable and still underestimated advantage, and we all know what to do with advantages. Develop your brand further now because afterwards a sound personality is flexibly developed along with the brand.