How To Use Music and Sonic Branding to Create a Memorable Identity

While most marketers understand visual branding with images, colors, logos, and the like as well as branding using the written word, very few of us understand that it is possible to create (and own the rights to) your own sounds and music that align perfectly with your brand attributes.  My friend and collaborator Juanito Pascual and I delivered a talk on Sonic Branding at IMPACT Live in August 2018. This is the video from that talk.

Here are a few elements of sonic branding we discuss

• The neuroscience of sound and why it triggers powerful emotions
• A tour of some famous sonic logos
• Music as branding including an analysis of the Harry Potter theme song

Sonic Branding with David Meerman Scott and Juanito Pascual from David Meerman Scott on Vimeo.

How people use music and sound 

1. Podcast intro music
2. Video theme music
3. Sonic logo within product offerings
4. Music on the tradeshow floor
5. Telephone on-hold music
6. Custom ring tone

Some options for the use of music and sound for your brand

1. Steal famous music
2. License famous music
3. Use stock music
4. Commission original music

I hope you will watch the video!

Juanito and I are co-founders and partners in a sonic branding studio called Signature Tones.