On my podcast ‘the answer is brand’ I received this question…
‘How can entrepreneurs take advantage of sonic branding?’
For those not in the know, sonic branding is essentially the sound of your brand.
It’s slightly removed from audio branding, and this is where people can get confused.
I’ll explain.
Audio branding is the noises/sounds your company produces.
Sonic branding refers to a specific ‘jingle’ that relates solely to your enterprise.
Take for instance the whoosh on your phone that implies that your message has bent sent. This would be considered audio branding.
The McDonald’s ‘I’m loving it’ theme tune would be considered sonic branding.
When you’re thinking about designing anything, three questions need to be asked.
- What’s the goal?
- What purpose goes into the design?
- What elements will fuel what this design is?
Take architects for example.
They don’t just produce drawings/blueprints out of general ideas.
They muse over space, productivity (if it’s a business), the reality of moving within the structure.
They don’t just consider one aspect of the build; they have to incorporate all the factors of the project.
The same applies to design.
Our sonic logo
A logo should not only reflect your brand as a company, but it’ll represent the target audience you’re looking for.
The simplest way for me to explain this is to describe my own. (you can hear my sonic logo on my youtube channel, here’s the link!)
What you’d hear is the sketching of a project or design, the use of an eraser, and finally a light bulb moment.
The idea behind this is to display the sheer creativity of our company.
The concepts being forged on the drawing board are carefully selected, mulling over iteration after iteration, until the moment when we find our finished concept occurs.
We transform it into a brand/campaign/visual asset.
The final sound can be thought of as the impact of that finished design hitting the world.
Our purpose as a company is to advance humanity through creativity, and I feel that our sonic logo enables us to do that succinctly.
If you have a question about starting, growing, or scaling your business head over here to record and send your question in. It’s not only a great way to promote your business, but it also helps other businesses who might be encountering a similar issue/question to you.
