Brand redesign: what if we stopped forgetting our ears?
Rebranding. Spring cleaning for companies. We change the logo, we polish the graphic charter, we come up with a snappy new slogan… but strangely enough, we always forget one essential sense: hearing.
Yes, because you can’t just see a brand. You have tohear it too! What if we told you that the redesign of your brand platform wouldn’t be complete without a sound identity?
Sit back, turn up the volume and find out why audio branding should be your next best friend.
Sound identity, the underrated superhero of branding
Imagine an epic movie scene. The hero strides forward in slow motion, ready to face his destiny. Total silence. No music. No tension. No thrills. Just… emptiness.
Weird, isn’t it?
This is exactly what happens when a brand exists without a sound identity. It’s there, but it’s missing something essential. Something that gives it depth, a soul.
Because a brand isn’t just a polished logo or a well-thought-out colour palette. A brand is now an experience. And that experience also involveshearing.
Take a luxury car, for example. It’s not just the sleek design or the full-grain leather that thrills you. It’s also the sound of the engine when you press down on the accelerator. That unique sound, crafted to the millimetre, that immediately plunges you into a world of its own.
Brands that understand the importance of sound create memorable, immersive experiences.
So if your brand redesign doesn’t take audio branding into account, you’re missing out on an ultra-powerful lever for anchoring your identity in the heads (and ears) of your audience.
Why redesigning your brand without an audio identity is a strategic mistake
Your brand needs to be recognisable… even with your eyes closed
In a world saturated with images, sound is becoming a powerful lever for making an impression.
Whether on the radio, in a podcast, in a shop or on a mobile application, your brand needs to be instantly recognisable… simply by its sound. Because a strong brand can’t just be seen, it can also be heard and felt.
Sound speaks to the emotions faster than words
According to several studies, an image is perceived in 400 milliseconds. A sound? 0.146 seconds. In fact, the brain picks up on a brand’s tone even before it has time to read its slogan. Moral: your audio identity communicates even before your customer has had time to say “visual identity”.
Audio media are exploding, and you’re going to miss the train
Just look at podcasts, voice assistants, YouTube adverts without images… If your brand only speaks with its visuals, you’re missing out on an ocean of opportunities. And no one wants to end up stranded at the oars.
How do you integrate a sound identity without it sounding fake?
Defining the brand’s sound personality
Are you more of a reassuring brand, like a bank with hushed tones? Or ultra-dynamic like a tech start-up with electrifying sounds?
Call in the pros (hello Brandy Sound)
Don’t try to cobble together a sound on GarageBand between two Zoom meetings. Leave it to the specialists. Yes, it’s self-promotion, but it’s also the truth.
Test before you launch
Play your sound identity project to people who don’t know your client’s brand (not just your team). If no one remembers it or if it annoys them, it’s time to rethink.
Conclusion: stop creating silent brands, and make them heard!
A brand redesign without a sound identity is like a raclette without cheese: it’s just sad and tasteless.
Read also on the same subject: Why sound identity is essential for brands.
So the next time you rethink your branding, think about your ears too. Because a brand’s true identity isn’t just what it shows, it’s also what it makes you feel.
And if you don’t know where to start, we know a team that does it very well.
Find out more
Want to make a brand memorable and iconic through audio branding?
Find out more
Want to make your brand memorable and iconic through audio branding?
Contact us
