Sound Branding (Audio Branding, Acoustic Branding, Sonic Branding) is the process of development, implementation and management of Sound Branding Elements. It includes all sound elements that are exclusively composed and produced for a brand. The key elements are: sound logo, brand song, sound icons, brand score, brand hookline and brand voice. These elements should mirror the brand values and brand personality in their acoustic dimensions and should acoustically distinguish a brand from its competition as well as from other existing sound elements in the field of communication.
Next to differentiation and communication of brand values additional benefits for brand communication are: ….better impact, higher recognition and recall and therefore improved media-efficiency in the long run.
Regarding the discussion of Sound, Audio, Acoustic, Sonic….Branding, I do personally prefer the term Sound Branding. You create the design, style and sound of a brand. However; more important than the term you use is the professional development, implementation and management of “acoustic brand management”. That is crucial for all Sound (Audio) Branding Projects!
Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.
i think you captured the essence of the definition of audio/sound branding. in a broader sense, audio branding includes any sound that reflects or defines the brand – which could also include architectural considerations in how a brand’s retail space might sound. in this regard, audio branding also focuses on how a brand manages the variety sonic spaces it inhabits.
unfortunately, many brands actually engage in audio branding without being aware that they’re doing it (which i address in a recent post on my blog ) : there is no strategy, no consistency no though about the sounds they are associating with their brand. it’s through blogs like this that we can hopefully raise awareness and change the discussion about the importance of sound in branding.
thanks for the food for thought!
thanks for your feedback!
I agree with you that most companies do not strategically implement music in their communication. That’s why many brands miss the potential of sound branding. They do not create their unique acoustic identity. In the visual world that would be a NO GO.
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