In the modern marketing landscape, a previously underestimated dimension is now taking centre stage: sound identity. While brands have long focused on their visual identity, the musical dimension is gaining in importance, bringing a new sensory dimension to the customer experience. The new rules of the game are clear: consumption is no longer simply transactional, but is becoming an emotional and sensorial experience.
Sound: a strategic lever
Once relegated to the background in marketing briefs, music is now recognised as a major strategic lever, at the heart of a brand or product’s identity. In a world where communications are deployed across a multitude of channels and formats,sound identity is becoming the common thread running through multi-channel campaigns, linking the various media in a coherent way.
Contact points open to sound
The explosion in the number of contact points is leading to a growing demand for meaning and consistency. The proliferation of these communication media offers countless opportunities for brands to express themselves through sound: online, on video, on smartphones, at the point of sale, on the radio, at events, and much more. Each of these media offers the possibility of leaving a sonic imprint on consumers’ minds.
“The explosion in the number of points of contact is leading to a growing demand for meaning and consistency…”
Towards personified communication
Beyond simple communication, brands are now seeking to tell their story, to personify their identity and their values. They are transforming themselves into storytellers, drawing inspiration from the codes of cinema, television and the web.
In this quest for personalisation, music is emerging as a powerful tool for conveying emotions, reinforcing messages and creating a bond with the audience.
Marketing practices are being turned upside down and the 4Ps (Product, Price, Placement, Promotion) are being replaced by the 4Es: Emotion, Experience, Commitment, Exclusivity.
“Music is emerging as a powerful tool for conveying emotions, reinforcing messages and creating a bond with the audience…”.
Sound identity: beyond instincts
When it comes to creating a logo, turning to a designer is the obvious choice. However, when it comes to music, instinct often leads us to draw on our own sound collection. This intuitive approach, although spontaneous, can often lack depth and impact.
Using a hit song for advertising is tempting, but the risk is that it is often too well-known, too powerful and not necessarily in line with the brand’s values… A Harris Interactive study also shows that customised music is often more powerful and brings even greater coherence to a brand’s message.
Creating a musical language requires an in-depth understanding of the very essence of the brand, its audience and the emotions it wishes to evoke. It’s the job of a sound marketing agency to bring you this outside perspective. Each note, rhythm and harmony is carefully selected to create a symphony that faithfully reflects the brand’s history and values.
That’s where sound design comes in, because a sound signature is more than just a catchy melody; it’s a real weapon for communicating values, creating emotional connections and influencing consumer action.
Lenses
Each creation (sound signature, radio spot, sound comma, brand music, etc.) must play a specific role in the brand’s communication and must integrate harmoniously with the distribution channels. Throughout the creative process, it is important to keep in mind the purpose of the sound identity:
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- Defining brand identity
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- Highlighting your values
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- Making it easier to remember
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- Encouraging consumer action
Effects on the consumer
All these sound elements will have an impact on the consumer’s perception of the brand. Sound has several powers:
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- Physiological: voices, sounds and music trigger the release of neurotransmitters, causing direct effects on the human body such as stress or feelings of pleasure.
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- Behavioural: dynamics and tempo influence motivation; powerful, aggressive sounds stimulate, while soothing sounds inspire confidence.
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- Emotional: music triggers emotions such as joy, fear and nostalgia.
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- Cognitive: music evokes memories and creates associations, making it easier to remember advertising messages.
Creation in 3 stages
Here’s an overview of how we work on this type of project.
1- Research and analysis phase
The essence of Sonic identity
Before diving into the creation of a sound identity, the first step is to get to know your target audience in depth. The sound marketing agency must analyse the brand’s entire ecosystem. Understanding your customers’ needs and preferences is essential to shaping your sound identity.
Clear brand positioning and objectives
Establishing a solid positioning for your brand is just as crucial. Also analyse your competitors to identify opportunities for differentiation. Defining clear objectives will help guide the creation of your sound identity in a precise manner.
Inspirations and references: moods, voices and tones
For an authentic sound identity, draw on moods, voices and tones that reflect your brand’s values and personality. Gather references that capture the essence of what you want to convey.
2- Technical and artistic reflection
Distribution method and medium
The next step is to determine the distribution method and media. This choice will have an impact on the final perception. Establish a suitable delivery format and consider mixing standards to ensure an optimal sound experience.
Choice of sounds
Musical design is essential for creating a distinctive sound identity. The sound marketing agency will have to choose sounds that align with the image you want to project.
Production
The orchestration, style and tempo of the music are crucial. They shape the emotion and atmosphere that your sound identity will convey. Spend some time defining these characteristics to create a memorable impact.
3- Test phase: fine-tuning for perfection
Feedback from customers and teams
A test phase is a valuable opportunity to obtain direct feedback. Involve your customers and the teams in contact with them. This feedback will enable you to adjust and improve your audio identity before its final release.
Optimisations before validation
Test feedback can lead to significant optimisation. Take the time to fine-tune the details to ensure that every aspect of your audio identity perfectly matches your brand and resonates with your target audience.
Read also: Developing a brand music strategy
In a nutshell
Your sound identity is your identity shout! It underlines your brand’s identity, reinforces its positioning and increases the memorable impact of your messages. In a world where customer experience plays a crucial role, a carefully crafted sound identity can transform a simple transaction into an emotional and engaging experience.
So, of course, if you too would like to translate your brand into music, we recommend that you contact our sound marketing agency to discuss it!
