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.
Sound Logo is the acoustic match of the visual logo and therefore one of the most commonly used elements of sound branding. It should be a distinctive sound (differentiation) which reflects the brand character (brand fit). Moreover it should be easy to remember (memorability) and flexible enough for usage at the relevant brand touchpoints (flexibility). In most cases it is a short (1 – 2 sec.) melody (Nokia), sometimes just a sound sequence (e.g. BMW). Some refer to it as the soundmark of a brand. The Sound Logo should be used… Continue reading
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.
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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: …. Continue reading
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
Brand Score can be explained as the adequate acoustic setting (reflection of the brand values) as part of the brand communication. Compared to the brand song the brand score is more of a sound scape. It can be derived from the instrumental version of the brand song. Exemplary field of application: scoring of a radio spot or a corporate movie, background sounds at events, and supersonic sounding at the point of sale. The brand score reintegrates the sound logo and the brand hookline, if these elements exist.
Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.
Brand hookline can be explained as a chorus with recognition value as part of the brand song. Usually this hookline is an extended version of the sound logo. It can appear in different styles and is an additional acoustic recognition feature and an element in sound branding.
Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.
Since this blog is read by a lot of sound branding experts we thought that it is time that all of us together create an interactive sound branding glossary. We will kick it off by posting one specific sound branding term at a time. Then it’s time for all of us in the comments section to develop a clear definition of each term. We know that there are different definitions out there, but there has been no effort online to come up with a widely accepted sound branding terminology.
Maybe it will be easier than we think to find a mutual definition for each term. In any case it is a valuable add-on for all our readers from the corporate world. Please spread the word…
Sound Branding Blog 