Having a sonic identity is becoming essential for brands, but the real challenge is to develop a truly effective one. Since this identity can define a brand for years, there are a few key principles to follow to ensure success.
A sonic identity is the musical expression and embodiment of a brand. Often mistakenly reduced to a simple jingle—sometimes referred to as a sonic logo or audio logo—a well-designed sonic identity allows a brand to establish a complete sound universe that reflects its essence, values, and personality. More than just having a sonic identity, the goal is to create one that is effective, long-lasting, and enriching for the brand. Here are six key steps to achieving a successful sonic identity.
1. Understand the Brand and Its Values
A sonic identity should be a natural extension of a brand’s identity, personality, and the values it seeks to embody. Before starting the creative process, it is crucial to fully understand the brand’s DNA: its mission, vision, aspirations, and target audience. This preliminary reflection helps define a clear and precise brief, ensuring a solid foundation for creating a relevant sonic identity.
2. Identify Sound Needs
A sonic identity is not limited to a single element. It consists of multiple components that come together as a system—similar to a visual brand identity. A complete sonic identity includes:
- The sonic signature or jingle: A short musical motif or unique sound symbolizing the brand, like Netflix’s “ta-dum” or SNCF’s iconic four-note sound.
- Brand music or sonic identity: A reference music piece that defines the atmosphere, key elements, and style of the brand’s sonic personality.
- Sound effects and UX sound design: A complementary sonic vocabulary, often very brief, that introduces and enhances musical elements. For example, the additional sound effects after Netflix’s two-note intro or the wind and movement sounds that precede SNCF’s jingle.
3. Foster Strong Collaboration in the Creative Process
To ensure the quality and originality of a sonic identity, brands should actively participate in the creative process rather than merely providing feedback on a finished product. Just like a tailor crafting a custom suit, adjustments must be made throughout the process. At Sixième Son, our expertise enables us to understand the intricate connections between sound and human emotion. We translate brand values into a sonic palette that captivates audiences and remains memorable—all while working hand in hand with the brand to ensure both accuracy and cultural relevance.
4. Define a Unique Sonic Signature
The sonic signature (or jingle) is a central element of a brand’s sonic identity. It must be simple, recognizable, and evocative. The sounds and melody should be distinctive and emblematic. A strong sonic signature stands out due to its originality and unique character. To be effective, it must also evoke the right emotions and perform well within a short duration—ideally no longer than three to four seconds.
5. Ensure Consistency Across All Platforms
A sonic identity must be coherent across all brand touchpoints. From TV and digital ads to in-store experiences, mobile apps, and even customer service, the sonic identity should be seamlessly integrated to reinforce brand recognition and cohesion. A well-applied sonic identity strengthens the brand’s presence and creates a consistent auditory experience for consumers.
6. Test, Measure, and Refine
Creating a sonic identity doesn’t stop once it’s implemented—it needs to be continuously evaluated. Testing its effectiveness in different contexts, gathering feedback, and analyzing its impact are essential steps. Adjustments may be necessary to ensure that the sonic identity remains relevant and continues to serve the brand’s strategic objectives.
Conclusion
A well-designed sonic identity is a powerful tool for creating an emotional connection with audiences and enhancing brand recognition and impact. It requires a deep understanding of the brand, meticulous design, and consistent application across all channels. By investing in this often-overlooked aspect, businesses can transform their sonic presence into a lasting strategic asset.
