Creating a memorable sonic identity is much more than writing a catchy jingle. It’s a strategic, layered process rooted in creative rigor, cultural understanding, and brand intelligence. At Sixième Son, we craft iconic sonic brand identities that perform. Our work is grounded in method and meaning, from in-depth analysis and benchmarking to creative development, adaptations, and measurable impact.
Written by Eva van Woerkom, International Client Director
The art and science of sound
Our in-house designers know that personal taste has no place when turning sound into a strategic tool. Just as a visual designer can’t choose red simply because it’s their favourite colour, a composer can’t default to jazz just because it’s their preferred genre. Every decision must serve the brand.Sonic branding begins well before the first note is composed, and continues long after. To explain how this works, let’s walk through our process.
Digging deep before the first note
Before any creative development starts, our consultants research the brand’s current music usage and that of its competitors. We map out its audio touchpoints, evaluate the logic behind music choices, and assess consistency. We ask: Is music being used as a strategic asset? Does it align with the brand’s visual identity, values, and positioning? Is there a coherent ecosystem, or are the pieces disconnected?
We also examine sonic trends within the brand’s sector, spotting opportunities to align or deliberately diverge to stand out. We explore best-in-class examples across industries to spark ideas, inspire our clients, and avoid musical clichés.
The sound of a brand begins with mood.
Next, we collaborate with our music planner, Marion Combes, to craft an audio mood board. Think of it as the sonic equivalent of a visual mood board—a carefully picked “collage” of sounds that helps define the brand’s musical vocabulary and musical expression. We explore textures, rhythms, tones, instruments, and tempos to uncover what supports the brand’s personality—and what allows it to emerge distinctly. We don’t do this in a silo. Our process is deeply collaborative. Together with our clients, we analyse what works, what doesn’t, and why, right in our studio.
Crafting the right sonic identity for your brand
With clear insights and a solid direction, we then develop the creative brief and kick off the actual composition phase. This is where the brand’s sonic identity is born, a long track of 40 to 60 seconds that sets the foundation for all adaptations to come. At its heart lies the sonic logo: a powerful, melodic signature that captures the brand’s essence in just a few seconds. Think of Netflix’s iconic “Tudum”—a simple sound that instantly signals comfort and escapism. We did the same for Maybelline NY, The AA in the UK, SNCF in France, or Cathay Pacific in Singapore.
Our role is to guide brands in choosing the right sonic universe. One that strikes the perfect balance between emotion and logic. Between sense and soul.
Sound that adapts, without compromise
Once the sonic DNA is in place, we tailor it to every brand touchpoint. Each context has different needs and objectives: new consumers versus loyal fans, ticket sales versus award shows, sound in headphones versus in 80,000-seat stadiums. And needs can even differ per market. The music adapts, but the DNA stays intact. That consistency is what makes a sonic identity iconic and successful. Think about SNCF, the iconic sound you hear in the station differs from that on the train: a sound adjusted to be more calming and soothing to warn travelers about the next stop or information not to miss without disturbing them too much in their book or sleep, and yet we still are clearly at SNCF.
Performance & implementation
Throughout the journey, we use quantitative research to test and validate our creative direction with audiences. Whether comparing different creative routes or measuring post-launch performance against KPIs such as attribution, recall, brand personality alignment, attention, and likeability. Data informs every step. To ensure brands feel confident using their sonic identity, we provide clear guidelines and workshops.
Keeping sonic future-proof
As you can see, crafting a high-performing sonic identity takes more than creativity—it takes commitment, and we’re in it for the long run. Brands are in constant need of audio content creation, and brands also evolve. If they do, so do their assets. Just look at our work with Etihad, whose sonic DNA we’ve refined three times since we created it in 2019—always staying true to its original spirit. Whether it’s evolving a sonic DNA over time or developing adaptive content solutions, we help brands sound like themselves, everywhere now and tomorrow.
Let’s talk
Curious about how we can shape your sonic identity? Let’s connect.
