As content continues to proliferate across digital channels, one emerging trend is clear: consumers are listening to more audio than ever before. From streaming music platforms, to podcasts, audio books, and interactive voice-powered content, audio is experiencing a renaissance driven by the ready accessibility of bluetooth-enabled speakers, increased commute times, and next-gen wearables, or “hearables.”
Creativity, Inc was founded by professional musicians and audio engineers to provide rich content experience to consumer products and video game companies over 20 years ago. Since then, we have been at the forefront of defining what a brand sounds like across audio platforms.
SONIC BRANDING: Composition of Unique Sounds and Music for Consumer Products, Voice Experiences, Podcasts, TV shows, Audio Books, and More
- Audio signatures
- Brand idents and logos
- Original sound effects and musical compositions
- Jingles (lyrics and music)
- Vast library of commercial and original sound effects
IN THE STUDIO: Recording, Casting, Persona Definition, and Post-Production
- Design, casting and definition of unique voice personas including voice clones
- Script development
- Concatenation and post-production
- On-site studio recording and engineering
- Talent direction
Localization
- Translations for scripts and lyrics
- International talent casting, language coaches, and studio management
What Is Sonic Branding?
The most immediately recognizable motif of a brand’s sonic identity is probably the logo: think about the opening ident for HBO, or the startup sound for Microsoft Windows. But there’s a lot more to a sonic brand than an audio logo.
Sounds are often the output that assures a consumer that a product is behaving as expected - or the satisfying ding to remind you to take action. When a consumer hears their washing machine sound off, not only is there a Pavlovian response to go grab your laundry, but there is a more subtle relationship-building emotional connection that is determined by how the “ding” actually sounds. Think about the sound your bluetooth speaker makes when it’s connecting to Bluetooth. Every sound that a consumer experiences while interfacing with an appliance or product is part of that manufacturer’s sonic brand identity.
Best Practices When Designing Your Sonic Identity
When defining a brand’s sonic identity, it is important to consider how you want the user to feel, as well as the context for the type of product or interaction you are working on. Do you want your customers to feel empowered, excited, relaxed, or happy when connecting to the brand? Should it remind them of something else that is in the marketplace (perhaps another product you have produced?) or tie back to a character that represents your brand? Each individual sound can be unique, while still representing the overall sonic brand.
Creativity’s Expertise in Sonic Branding
Creativity is comprised of a team of sound designers whose ultimate goal is to make exceptional products for our clients. From audio logos, to user interface audio cues, background music, SFX, and video scoring, each sound we produce is carefully designed in consideration of a brand’s overall imprint on society while also standing out as a novel, unique experience. Onsite, we have three state-of-the-art sound studios where we work around the clock to compose unique audio signatures and bring the world’s most iconic brands to life. We also activate our local and international talent networks to help localize audio and cast appropriate talent that reinforces your sonic identity and ensures that your brand stands out wherever your consumers are.