Brand identity is also conveyed through sound.
Claire Gallic
10 minutes
The brand identity corresponds to “the set of values, visuals, and messages that have been created to represent the company and its products” according to Hubspot. These attributes will then project a representation of the brand to the various stakeholders of a company, particularly its end consumers.
On a daily basis, we operate in a sound environment that we sometimes tend to forget. The sound of the alarm, the coffee machine, the computer turning on, receiving a Messenger message, an email, or a call, or even launching Netflix to watch your ongoing series. In short, daily life surrounds us with a multitude of sounds.
To quote Roland Cahen, sound designer and researcher at the École Nationale Supérieure de Création Industrielle Les Ateliers: “There is a richness of auditory perception in our daily lives.” Public or private actors incorporate sound into their strategies to offer immersive experiences, brand experiences, or to enrich their story.
Sound conveys many messages such as alerts or support for the proper functioning of an interface. In brand advertisements, sound identity is also a strong marker to support a narrative, establish a reputation, or assert a positioning. The musical journey, as Nicolas Duperron, co-founder of the agency Chut! We’re listening, puts it, “marks the collective unconscious and strengthens a brand story.”
Example of a sound indicating that our interlocutor has just connected via video on Google Meet.
Example of Decathlon's sound identity with a signature made up of a few well-known notes.
In a world that is increasingly dematerializing, sound becomes a specific asset of value. The points of contact between a brand and its audiences are numerous, and sound identity significantly enriches the experience to meet strategic objectives.
At MasterCard, a significant effort has been made to adapt sounds to different communication channels and uses. Laurent Mathis, Marketing Director France of the brand, talks to us about sound architecture. Combinations of notes are imagined like a language to communicate with consumers and users.
Sound has a power that continues to evolve.
To go further, we have created a podcast consisting of a series of 4 episodes of 10 minutes on the theme of sound design.
With researchers, artists, communicators, and various personalities from all walks of life, we talk about sound, sound identity, and share reflections and concrete examples with you.
