Resonance Explained
Most brands define every aspect of their visual identity. But music and sound, arguably the most powerful tools of connection and rapport, rarely gets a mention in the brand guidelines.
Sonic branding is not just about audio logos; it’s about finding the soul and personality of your brand in sound and creating assets that can represent your brand in the most appropriate audio touchpoints.
Our proprietary sonic branding process starts with strategic thinking. We present recommendations based on audits and competitor analysis and write the creative brief collaboratively with agency and client partners. This brief is then used to guide our network of composers and evaluate creative work objectively – often informing the parameters for consumer testing. Finally, sonic brand assets are delivered alongside practical implementation guidelines.
phase 1
DISCOVERY
We take time to get to know the brand, understand your marketing challenges and how music and sound can help. We audit your use of music at every touchpoint and analyse direct and indirect competitors within your category.
phase 2
WORKSHOP
We discuss findings and strategic recommendations from our Discovery phase and run a series of exercises to define the creative brief.
phase 3
DESIGN & ITERATION
Our team of composers and sound designers develop creative routes based on the agreed brief. These are refined and shortlisted over a series of rounds.
phase 4
Asset testing
With an agreed selection of shortlisted options, we now stress test them against a variety of audio touchpoints.
phase 5
Research
We have developed a research methodology to objectively evaluate music and sound assets and validate decision making. This is run by our research partners Loops and overseen by our strategists.
phase 6
DELIVERY
The agreed list of deliverables are finalised and delivered via a secure digital asset management system accompanied by a detailed sonic guidelines document including practical implementation rules and information for inhouse and agency teams.