The 10 Rules of Sound Branding

Depicting a brand’s sound requires professionals capable of transferring a brand identity to sound.

Sound branding constructs the sound identity of a brand. It can shape the emotional experience associated with a brand, defining its values and maintaining its memory.

It is a medium to excite, involve, convince…it is a powerful instrument of communication to transmit a message guided by the memory of the sound…

Sound can reach its destination even with closed eyes; here are 10 fundamental rules:

  1. Consider music to be an integral part of the entire experience

    Today, music is cause for excellence across sectors. It is an important competitive instrument for developing and promoting the process of brand experience. The correct use of music creates added value, helping to diversify the service and distinguish the product offered.

    Products and services are no longer the only factors that consumers appreciate about a brand.

  2. Define your brand with sound

    How should your brand sound? Music is the language of emotions, a medium to connect clients, guests, and consumers emotionally. What is the profile you wish to display with your music?

    A brand’s sound must send a clear message and reflect the experience one wishes to create.

  3. Define your target audience

    Sound can accompany a guest, differentiating the various environments and moments in the HOTEL.  It can accompany a client during the purchasing process or it can improve employees’ work performance, keeping the environment comfortable.

    It is always important to ask yourself why and for whom you are playing music.

  4. Consider the evocative potential of music

    If we play ambient or background music, we must ask if it is better to play well known or unknown music. Popular music activates a memorization process, to the detriment of the attention dedicated to the primary service.

    We must always ask ourselves what our goal is, which emotions we want to evoke and with what associations.

  5. The right music at the right moment

    Is it advantageous to distinguish and articulate the various rhythms of the day with a thoughtful “ad hoc” sequence, or is it better to make the succession of rhythms and sounds constant and linear?

    It is necessary to define if the target audience needs programming divided into moments or if, on the other hand, it is important not to alter the mood, resulting in a constant and unwavering listening experience.

  6. Evaluate the possibility of a brand radio

    Malls, supermarkets, and some kinds of stores can benefit from making commercials and jingles improving communication about offers and promotions to increase daily sales.

    Sharing a dedicated web radio allows you to program “ad hoc” commercial messages during the entire day.

  7. Optimize your listening zones

    How do you play your music? What characteristics do your speakers have? Does the sound signal come from one source or is it diversified? Is every zone amplified independently? Optimizing the listening experience helps to understand when a stereo system is adequate for the right diffusion or if you need to add more listening points, new sources, or replace out-of-date equipment.

    Having the right selection of music is useless if the listening experience isn’t pleasant.

  8. Optimize the volume

    Music that is too loud generates anxiety. If people cannot talk because the music drowns out their conversation, people tend to distance themselves and consider it a negative experience. To the contrary, it can be frustrating when the volume is too low because no one can understand what is being played. The volume level is subject to more or less sensible variations, often related to the conversational sound level.

    Paying attention to the “right volume” is a necessary part of creating the conditions for a pleasant listening experience.

  9. Request the right license

    One particular issue is the optimization of the costs and benefits of having the rights to play music publicly. Siae and Scf. are no longer the only entities that issue music licenses. There are new music providers that manage less famous artist and are an interesting alternative for those who wish to transmit lesser-known music.

    This solution, often cheaper than the traditional entities, is validated by new theories because it does not confuse with the ideas guests and clients already have.

  10. Consult professionals

    Professionalism is an indispensable quality. Every sector is full of highly qualified figures capable of finding solutions to problems or creating new projects, plans, and development tools.

    If you are unsure about a topic as delicate as sound branding, call a professional. In most cases, it will save you time and money.

Marco Solforetti

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