Audio Identity & Strategy
Identity Through Sound
Digital branding only entails two out of our five senses: Seeing and Hearing. Most businesses have already nailed down the visuals in their corporate brand identity. Now, it’s time to give audio the strategic attention and effort it deserves.
As consumers, we are exposed to an average of 5000 ads per day, and the number just keeps on increasing. As a result, we have become experts in tuning out the excessive stimulation provided by a saturated media landscape, and our attention span is shrinking by the minute. Consequently, the growing need for businesses to deliver a multisensory approach to create a powerful brand identity is not to be missed – so now, let’s talk about sound
Businesses can start to build strong brand loyalty, recognition, and recall by adopting a coherent Audio Identity. But for the audible elements to have an impactful effect, it needs to be created and implemented based on insights, research, and strategic choices to best compliment the company’s visual, social, and cultural equity.
Let’s Break It Down
An Audio Identity is the brand’s audible expression, translating your brand’s overall message and attributes into audible elements and using them consistently across brand touchpoints.
Serial entrepreneur, Gary Vaynerchuk, puts it as simple as this: “Sonic branding is the audio equivalent of a brand’s username”.
Essentially, the Audio Identity entails all the sounds and audio pieces an entity can be recognized upon. It can consist of an Audio Logo, Musical Elements, and Sound Design used to create audio coherency, synergy, and recognisability for a brand.
Building the Audio Identity
It can be challenging to grasp how and where to start if you want to work strategically with sound and music to strengthen your brand and customer journey. This is where we come into play.
Our solutions are founded on insights, research, and strategic framework, securing coherent brand empowering and emotionally engaging audible user experiences throughout the customer journey.
We have developed a unique, proven process, refined over the years, that successfully have converted our client’s brand image, purpose, and values into unique, meaningful, and cohesive music experiences in all audible brand touchpoints.
With an Audio Identity created in collaboration with Sonic Minds, you get
- More effective and affective communication and branding
- Strengthened brand and increased customer engagement
- Consistent On Brand Multi-Channel audio CX
- Sound & Music Toolbox to communicate fast, cost-efficient and consistent
- Reduce or even remove the risk of using copyrighted music illegally
The Audio Identity Creation Process
In the first step of creating your Audio Identity, relevant brand material is handed over to us in preparation for the upcoming workshop with you
By cooperating with the key brand players of your business, we develop an Audio Brand Platform that will form the baseline for your audio elements
Together with our network of musicians, sound designers and mastering engineers, we produce the audio assets needed to build your Audio Identity
You will be given access to an own online secure DAM system that contains the storage of your audible elements, guidelines, and other brand assets
5. Implementation & Management
In the final step, the Audio Brand Management phase sets in where we will assist you in implementing your new Audio Identity
Working with Carlsberg: How Does Carlsberg Group Sound?
Carlsberg came to us, wanting to have a complete Audio Identity to complement their visual identity and increase recognition.
Carlsberg Group is one of the leading brewery groups globally, with over 40 thousand employees worldwide and more than 140 brands in their beer portfolio.
So our task was simple (sort of): To create an Audio Identity that would unify them across brands in the most flexible and easy accessibility way as possible to accommodate the many wide-spread branches within Carlsberg Group.
Interested in finding out what we came up with? Read and listen to our work with Carlsberg Group here