How much does a sound identity cost? It’s a question that comes up every time you talk to a brand for the first time. And it’s perfectly natural. The subject ofaudio branding is still relatively new to many people.
Of course, the big iconic brands have already had a sound signature for years. Cars, airlines and banks spring to mind. Yet many companies that invest heavily in their communications still have noaudio identity.
Key figures
When we talk about budget, we quickly realise that the cost of a sound identity is often the big unknown. It’s similar to the vagueness that sometimes surrounds the price of a visual identity.
In fact, according to some articles, prices can vary from €5,000 to €200,000. In practice, these differences are confirmed. The reason for this? The scope of the brand, the complexity of the brief, and the level of personalisation required.
In short, a wide range… but not useless. In reality, the average budget is generally between €15,000 and €30,000. This price includes a complete sound identity with a few essential variations.
Let’s be clear about what we’re talking about
On closer inspection, there are even companies offering a sound identity for a few hundred euros. These studios are actually talking about music on hold, using the term sound identity, which complicates matters.
A sound identity is not background music for waiting on the phone… What’s more, the objective is radically different. In telephony, the aim is to make the caller feel welcome and in the best possible condition. In branding, the aim is to make an impression, to engage.
Sound identity is the embodiment of a brand, its cry of identity. At Brandy Sound, we see music as a universal language. It embodies the essence of a brand, its values and convictions. And it makes it easy to remember. Our creations are designed to be omni-channel, consistent across all points of contact to create a global brand experience. So we see telephony as one of the many variations of the brand’s sonic DNA.
A single response: one customer = one price
Every project is unique. And each agency has its own method. An agency specialising in sonic branding with strong expertise will cost more than a freelancer offering jingles with no real strategy, just to look pretty.
Several criteria influence the final price:
- Production: if your big boss wants the Berlin Philharmonic to record your sound identity, it will inevitably cost a lot more than a musical creation recorded in a studio.
- The reach of the brand: creating a jingle for a regional radio ad will inevitably cost less than a creation for a TV campaign broadcast across every continent.
- The number of variations: from a simple signature lasting a few seconds for your YouTube content to specific variations for each touchpoint, not forgetting a sound kit to spice up your mobile application… Consistency across all your contact points requires time and therefore a budget.
Sometimes lower prices
Today, some agencies are adjusting their prices. Why are they doing this? Because marketing and communications budgets are often on the decline. Brands need to do more with less, and quickly prove the return on their investment.
In conclusion
At Brandy Sound, we do our utmost to respect our clients’ budgets, without ever sacrificing creative quality. Sometimes we turn down a project because the budget simply doesn’t allow us to work and spend time understanding the brand.
A sound identity is a strategic investment. It becomes a powerful asset for your brand. It can’t be improvised. At Brandy Sound, we’ve devised a unique methodology for creating musical identities that reflect who you are.
Why don’t we talk about it together?
