Where logo turns into sound, interior fills up with

atmosphere, brands find their voices and the ad could be

sung,

a consumer becomes a fan and marketing turns into

audiobranding

Sound ID is a professional provider of audiobranding services

Audiobranding extends a traditional brand strategy and creates a multi-

sensory platform for customer-brand relationships

SOUND ID Audiobranding

AUDIOBRANDING: Aim & targets

AimGive voice to brand and make it pleasant for the consumer.

Target 1: Extend brand identity with the help of audio channel

Target 2: Increase the efficiency of brand communications with the help

of music semiotics and communicative power of sound

Target 3:Create a multi-sensory and multi-dimensional platform for

brand-customer interaction

SOUND ID Audiobranding

Audiobrnading is on the agenda today

The attention of marketers, ad makers and brand-managers has always been focused on visual design

The consumer has been bombarded with billboards, bright package, graphic logos, corporate colors

•Visual channel of information transmission is overloaded

The attention of consumer switches to less loaded channels of information transmission

• Audio channel is on the agenda in terms of marketing communications in companies all over the world

Audio channel of information transmission

• Is less loaded than the visual one

• Its use in marketing communicationso requires a conscious and scientifically based approacho includes non-verbal communication through sound and

music

1. Audio identity for brands: • Sound logo • Sound theme for brand• Soundscape for presentations & sites• Jingle

2. Sound design & background music for commercial spaces:• Big retail spaces and small boutiques• Hotels• Restaurants, cafes, bars• Sport clubs and SPA-centers• Etc.

3. Music for audio support of commercial videos

4. Any forms of cooperation between brand and music industry representatives:

• Sponsorship• Product placement• Music events’ organization

Our offers are unique on the Russian market of audiobranding

Sound logo

Sound logo is the auditory analog of a visual logo. It is a short 2-5 seconds distinctive melody (or sound) that should communicate the key idea of company and be easy to recall.

Sound logo (sogo) usually appears in the end of commercial and on the corporate site.

The design of sogo should be based on objective approach. It is proved that specific design characteristic, for example, the number of tones in a sogo systematically create higher or lower customer willingness-to-pay.

Examples:1. BMW old sound logo:

http://www.youtube.com/watch?v=WINxpjoFiU0 2. BMW new sound logo:

https://www.press.bmwgroup.com/pressclub/p/pcgl/pressDetail.html?title=new-sound-logo-for-bmw-brand&outputChannelId=6&id=T0137954EN&left_menu_item=node__2205

Sound theme for brand

Sound theme for brand or brand soundscape is a track, usually based on sound logo, which creates a distinctive image of brand, communicate the key information about the brand (such as industry/market, innovative approach or ecological awareness) and becomes a brand element and hence a strategic tool to the company.

Example: soundscape for telecommunications company: http://www.soundid.ru/audiobranding/

Soundscape for presentation or site is usually based on brand theme, but is designed as a background, in order not to attract much attention and be suitable audio support for communication.

Jingle

Jingle is a short tune, used in advertising. It contains one or more hooks and meaning that explicitly promotes the product. Jingle usually uses an advertising slogan and is rhymed.

Example: www.youtube.com/watch?v=9UWq26V01po

We offer an extended identity of your brand

We analyze the system of brand attributes and choose the ones appropriate for audio communication.

On the base of this analysis we create audio identity, which reflects the company image and could be incorporated in many different forms of communications.

This is how the strategic use of sound is integrated into the organization

Background music is one of the most important constitutes of atmosphere

Sound design & background music for commercial spaces

Background music

Fills the interior with atmosphere

Communicates brand identity Influences

Psychological and physiological state of

consumers and, therefore, their buying behavior

Time

Real time: time, the potential consumers actually spend in the shop or wait for a free table in

the restaurant

Perceived time, for example, the perceived time of waiting for service or the perceived time

spent in the boutique

Enhances the perception of

interior

Atmosphere is of crucial importance in service settings

Functionally, most of the service companies working in one market segment provide the same offer

The competition shifts to the sphere of selling emotions

Atmosphere becomes the criteria of consumers choice

We visit restaurant not only for eating…

We stay at the hotel not only to have a roof over our head

…We shop not only for buying

We make creative concepts and offer playlists according to the aims of company and the identity of brand.

Our solutions include different options of music choice:• Music composed for the particular project• Music chosen from a wide range of music libraries

(international music libraries, such as Muzak, Amurco Music etc.)

• Already existing music (lounge, soul, jazz, pop, rock etc.)

We provide legal support of our solutions in terms of intellectual property rights: copyright and related rights.

Sound design & background music for commercial spaces

As a powerful mean of mood creation and communication of feelings and emotions, music appears to be an important component of audio support in commercials.

Music may have significant impact on audience perception of the brand and enhance the communicational efficiency of the commercial

The interaction between music semiotics and brand identity enhances the communicative efficiency of the commercial, providing the viewer with a clear idea of the brand. The level of brand recognition is higher in those cases, when the commercials are supported by music, selected according to the key brand attributes.

Music for audio support of commercial videos

• Sponsorship

• Product placement

• Music events’ organization

Benefits of such forms of cooperation:

o Creates associations between brand and musician/group/music event/radio station

o Forms the reputation of brand, incorporating cultural DNKo Makes the brand a staple of music culture or subculture

Different forms of cooperation between brand and music industry representatives

Thanks for your time!

Our contacts:www.soundid.ru

SOUND ID Audiobranding