Sound branding (also: audio branding, sonic branding, acoustic branding, acoustic brand management, acoustic brand management, audio marketing, sound marketing or acoustic brand communication) is the umbrella term for the process of making brands (or components of brands) audible.
Making it audible is strategically developed, logically structured and successfully used.
The audible perception of the brand is controlled and conveyed through permanent mental connections.
Through the sound branding process, the following behavioral patterns can be retrieved from the target groups: attention, activation, differentiation, emotionalization, orientation, positioning, trust and recognition.
Sound completes the corporate identity of companies that for a long time only appeared visually. The successful positioning of sound in the foreground or background of entrepreneurial measures are important distinguishing criteria for the brand. In practice, these are the key elements of sound branding, such as the sound logo, leitmotifs or corporate voice.
Sound branding is part of the communication and helps to stand out from the crowd.
Sound branding creates a clear auditory association with your brand. The brand exists analogously to the corporate identity, a self-contained corporate personality.
The corporate identity consists of:
• Corporate design (corporate image),
• Corporate architecture (buildings and rooms of companies),
• Corporate behavior (behavior of the company),
• Corporate wording (language of the company) and
• Corporate culture.
The company presents itself acoustically through auditory (acoustic, sonic, phonetic) components, the corporate identity is expanded to include the corporate sound, which is always part of the holistic brand management.
This is how the sound branding process works:
At a strategic level, an analysis of external and internal factors related to the brand is carried out.
Then, the determined information and data are transferred to an acoustic foundation.
The sound identity created in this way is strongly oriented towards the corporate identity and determines the design of the acoustic brand elements.
Finally, operationally, the tonal-musical form is implemented across all points of contact: Applications are, for example, in films, on telephones, on the radio, on mobile phones, at the point of sale, in brand spaces, at events, in podcasts or with voice assistants.