We all relate to those examples. But can all brands reach that level of sonic identity?
I believe they can. But to translate brand into sound, some principles must be followed. Six of them. Sonic branding
should fit the brand values. it should be recognizable in all its iterations, it should have a distinctive character that really makes it unique, it should be ownable – tailor-made and not dependent on an existing song nor library music rights, it should be used consistently on all channels, it should stay flexible – not getting in the way of creative campaign ideas.
This means that the design process will have to fully take those six elements into account from the earliest stages of production. At Sonhouse, after the initial research where we fully describe the brand, we hold an interactive workshop
where we translate the brand into sound, music and voice, following a strict methodology approved by the international audio branding academy. The result is usually the creation of a long piece of music – the brand score – from which we can extract shorter elements. The combination of the sonic brand and of the brand score will be the blueprint of all future derivatives.