Category Archives: Sound Branding Glossary

Term 9: Sound Icons

Sound Icons are sound branding elements in their shortest design. Common examples are signal sounds at the computer. A computer by Apple sounds different than a Microsoft PC. Another example are sounds in GPS devices. The objective is to trigger acoustic recognition: the development of a unique sound with character and emotional profile.

Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.

Term 7: Sound Identity

Sound Identity (Sound ID) is the consistent development of a unique acoustic identity for a brand. Along the lines of the visual identity the acoustic elements are derived from the brand values and the brand positioning. The objective is to create a consistent identity with a strong recognition value. Key areas of design are: sound branding elements, soundscapes, soundmarks and brand voice.

Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.

Sound Branding Term 5: Brand Voice

Thanks to the feedback from Tim Noonan, voice branding expert from Australia, this definition has been  improved:

Brand Voice is the voice that best reflects the ‘personality’ and brand values for a product, service or organisation. The most important aspects during the selection process of the brand voice are accent, gender, perceived age, tone, pitch, volume, rhythm and recognition value. Once a brand voice is chosen it is crucial to obtain exclusive usage rights, at least for your field of business, if not your brand voice could even harm your brand, particularly if the same voice is used for your competition, thus diluting or distorting your brand.

When selecting the Brand Voice the same voice should be considered for use across multiple channels associated with the brand, such as automated telephone services, advertising, instructional audio and of course within the product itself, if it is self-voicing.

What is better:  a voice talent or an actor?…… Continue reading