Words inform. Sounds create emotions. With audiovisual stimuli, the emotional perception of a person is directly appealed to, because the heart always listens along. For example, the rhythm of your heartbeat synchronizes to the music you are listening to — your heartbeat slows when you hear slower music, but speeds up when you listen to rock or faster music.

Sound branding takes advantage of this, purposely creating emotions for your business with a unique acoustic pattern. Just by using sounds or music styles, you can often communicate more than with a detailed descriptive text. Sound branding is therefore the actual core in creating the brand of your company, as it creates an emotional statement of your brand.

Successfully communicating means transporting the right information at the right time via the right emotion to the right targeted person. Sound branding ensures the balance of rationality versus emotion in your brand communication, representing your brand with the senses. The more senses that you appeal to with your communication, the more successful and longer-term your marketing message will be anchored in the minds of your target group.

  • the brand sound (e.g., sound logos)
  • the product sound (e.g., information about new functions or news in software)
  • the function sound (e.g., acoustic signals for communicating status of devices)
  • Sound branding instruments: synthesized sounds or special sound effects with which a piece of music or accord is arranged.
  • Sound branding music pool: a list of suitable pieces of music that can be used for presentations or while exhibiting at a trade fair, show, or exhibition.
  • Sound branding elements: recurring, integrable musical themes that subtly arise in the context of sounds or compositions to give the total work a unique character.
  • Sound branding voice: definition of the speech and voice characteristics of the speaker for all audio and video forms for international use.
  • The sound logo: a simple tone or a short, complex audio, sung, or spoken identifier. The sound logo is unique and, as a rule, not over three seconds long.
  • The brand music: the musical or atmospheric sound for your brand. It also determines the acoustic style for use at your branding touchpoints.
  • The brand voice: The brand voice defines the speaking voice and voice modulation within your brand communication.
  • The brand jingle: a short piece of music, with or without vocals, that conveys your central brand message.
  • The audio elements: the definition of specific sounds that are to be recognized along with a product.
  • The brand song: the melody — with or without lyrics — of your brand. An already-existing piece of music or an own composition may be used for the brand song.

Sound branding is interesting for all businesses, but in particular for midsized to larger companies with international marketing in B2B and B2C markets which wish to position themselves in their respective markets as brands and wish to communicate in a multimedia fashion to the sound branding touchpoints. With sound branding, WIDESOUL delivers you an important success factor and success component for modern, consistent brand communication.

Sound-Branding from WIDESOUL

WIDESOUL is part of INCREON, one of the leading branding agencies with a focus on B2B markets. WIDESOUL is therefore a part and a connecting link from both sides: the strategists and marketing experts on the one hand and the musicians and audio experts on the other. That means that when you speak with WIDESOUL, you speak with both branding specialists and sound specialists.

Our roots are in brand positioning. We define for you, up to and including sound branding, all the necessary points related to branding. From the start, we ensure that the defined strategy and desired emotions strike the right chord. The path to an acoustic brand identity is always built on a sound brand strategy and is clearly structured.

One of the major challenges with regard to sound branding is that those involved not base their decision on their own musical taste. Accordingly, it is even more important that sound branding is built on a good foundation that is defined and strategic for the brand:

1. Analysis

Definition of the sound branding touchpoints for your brand.

2. Concept/design

Definition of the design parameters for your sound branding, such as rhythm, tone colour, harmonies, or melody.

3. Implementation

Implementation of your sound branding guidelines. They govern the consistent use of acoustic branding elements.

4. Rollout

Development of the corresponding templates according to their necessity and possible effects for your communication channels and sound branding touchpoints.

5. Brand Management

Integration of the developed sound branding into the brand management of your company. This concerns the central management of brand communication with clear instructions for using and working with sound branding.

WIDESOUL delivers you unique and holistic sound branding solutions for your brand, from analysis, strategy, and conceptual design to production and company-wide integration. Through sound branding, WIDESOUL underscores the sensuous character of your brand, improves and deepens its perception, and creates an audible brand experience. This permits you to increase your brand performance in the long run in all your communications channels such as presentations, Internet, exhibitions, and the sound branding touchpoints of live communication, events, social media, three-dimensional (3D) animation, promotion, sales, press, human resources (HR), investor relations (IR), digital signage, point of sale (POS), sales promotion, web promotion, media, seminars, training, documentation, and more.

WIDESOUL – Hear the Emotion.