Building a sonic identity takes three steps: define the brand personality first, test the sonic logo with consumers who have no brand association, then expand it into a full sonic DNA.

PrincipleBrand & Creativity

Building a sonic identity takes three steps: define the brand personality first, test the sonic logo with consumers who have no brand association, then expand it into a full sonic DNA.

Three steps to a sonic identity: define the brand personality first (a strong brand appeal rating materially affects whether a sonic strategy works), test the sonic logo with consumers who have no brand association so it enters the world already 'on brand', then expand from a single logo to a 'sonic DNA' adapted across touchpoints.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 32; 'Do you have a sonic strategy? If not, read on...' and 'Finding the right notes'

Go to the original

More from this source

StatSonic cues: the most effective asset for branded attention StatAudio appears in under 10% of video ads, even though sonic cues are the single most effective asset type for branded attention.StatSonic cues: the most effective asset for branded attention StatShowing brand assets beats saying the brand name StatShowing brand assets beats saying the brand name StatBrands with the strongest distinctive assets are 52% more salient (Kantar) and their campaigns perform 62% better (Ebiquity) than weaker-asset rivals.StatCompanies change brand assets without hard data StatNot all brand assets are created equal StatCampaigns with a recurring "Fluent Device" character are 23% more likely to gain market share.PrincipleThe Distinctive Brand Assets Grid plots every brand element by fame and uniqueness, and crossing 50% on either axis is enough to be reliably linked to - or to dominate recall of - the brand.PrincipleThe Distinctive Brand Assets Grid sorts brand elements into four quadrants: ignore or test, avoid solo use, investment potential, and use or lose.PrincipleBrand distinctiveness comes from the combination of elements together, not from any single element alone.