In 2022, we launched the Design Leadership Series — FREE Webinars from the top creatives at Huge Inc, Massive Music, Lumsden Design, and others. They will share insights on becoming a better leader for your team, building a company culture and skill you need to get promoted to top positions.
Our last guest is the incredible Roscoe Williamson, Global Creative Strategy Director at Massive Music. He shares insights on how sound can be a powerful tool to increase brand awareness and sales, how to approach and lead sonic branding projects, and what is the process behind it. Read our highlights from the session below or watch the full webinar on our Youtube.
Do you remember the Nokia ringtone? In the 90s it was everywhere. You could always tell someone had Nokia in their pocket. And everyone wanted to have it. That sound helped to sell over 20M handsets of Nokia 2110 worldwide instead of the planned 400K.
Sound is very powerful. It has the biggest reach and effect. And in a world where a person sees more than a thousand imagery before lunch, using Sound (Sonic) Branding is the best way to stand out. According to IPSOS 2020 research, among different types of assets used in brand communication, Sonic Logo (the jingle if you may) has the most effect in creating branded attention.
Since Nokia's success, Sonic Branding has evolved and grown from being just a jingle into a holistic system. So what does it consist of and where can you apply it?
1️⃣ Sonic Logo — a short jingle that plays everytime your logo appears, will make everyone who hears it know it’s your brand.
2️⃣ Branded Music — Brand Anthem to use in all communications your brand has: commercials, events, podcasts and even social media posts and stories!
3️⃣ Product Sounds — interaction, notification, payment sounds, all those blips that seem small and unimportant but reach millions of people.
It's crucial to build a system using all those elements so that your brand sounds consistent at all touchpoints.
Client side
🟡 First of all, find a good partner. They need to have the level of expertise, experience and creativity that fits your company size and should be working with a diverse pool of sound talents.
🟡 Create a brief. Think of why you’re doing it, what your objectives are; what assets you need; when do you need this by; who needs to be involved.
🟡 Share all the assets you have: colour palettes, key visuals, brand language and identity guidelines, etc. As Sound Identity is part of the Brand Identity it needs to fit all the other elements.
🟡 Think what your brand character is. Try to be as precise as possible and avoid stereotypes and general descriptions.
Agency Side
🟡 Do the research: learn everything about the brand, do the interviews and competitor analysis.
🟡 Don't exclude the mood boards as things may sound different for different people. But leave your bias out and think about the brand.
🟡 Share work-in-progress with clients and decision makers.
🟡 Always check if the result links back to the brand idea and reveals this particular brand character.
🟡 Bear in mind that you are building a system and all the elements need to come together.
🔮 Enhancing Life events. If your brand sponsors any life events think of the moments and experiences you can make more powerful with your Sonic Branding.
🔮 UGC Sonic Branding. Activate your Sonic Branding through social media platforms like Tik Tok. Create a meme with your product sound that can go viral.
🔮 Functional Music. Create branded music with a function: music to better focus, or have a better sleep. Think of something that is true to your brand.
🔮 Make the world sound better. Be mindful of the many sounds surrounding us and create Sonic Branding that is organic and doesn't overwhelm.
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