# Make some noise — embrace the power of sonic branding Whenever I hear that 20th Century Fox ident at the cinema, I feel excited. Those iconic trumpets signal the start of something — I know I'm about to watch a movie and I feel like it's going to be awesome. That's the power of sonic branding, shaping emotions without the need for sales pitches or discounts. Wouldn't it be great if all marketing could do that? <iframe width="560" height="315" src="https://www.youtube.com/embed/-QbhdMBfcAU?si=H_xvSGSV9wbYAqkz&amp;controls=0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe> ## The most effective and least utilised brand asset People talk a lot about the importance of having a consistent brand experience across all channels. But when it comes to sonic branding, people rarely have anything to say. Sure, the biggest brands and the biggest agencies might recognise the importance of weaving a distinctive sound identity into every brand touchpoint. But what about everyone else? Even large businesses with considerable budgets don't consider this influential medium. ## Sonic branding? Sounds emotional Think of the Netflix 'ta-dum,' the Apple Mac's starting chord, or the McDonald's whistle. These are more than just sounds — they personify brands in a way that triggers memories and emotions. When you hear a song you associate with an important memory, there's a Pavlovian response — where and when you were, what you were feeling, comes flooding back. There's a reason brands like 20th Century Fox, Apple, Netflix, and McDonald's use these assets — sonic identities can make brands unforgettable. At its core, branding is about capturing attention and creating lasting connections, and sound is one of the most effective tools out there. ## Creating your sonic assets #### Every journey is unique, but here are the fundamentals 1. **Get to the heart of your brand** — Your brand strategy defines who you are and why you're the best for your consumer — this should act as a guide for the creative process. 2. **Craft your brand's personality** — If your brand was a person, who would they be? What would they say and how would they say it? Develop a tone that clicks with your audience to make your brand memorable and relatable. 3. **Find your sound** — This is where we tune into your brand's environment for inspiration and discover your sound palette. What sounds does your product/service make? What does the place where it's purchased or used sound like? What does its production process sound like? These are all great prompts to help you find your way. 4. **Seamless application, lasting impact** — Consistently infuse your sonic assets into every customer interaction. Let your brand's voice resonate and you will leave a memorable and authentic impression with every touchpoint. ## Want to Learn More? [[Contact|Get in touch]] and let's amplify your brand's voice together. The future sounds bright. --- #### Sound always has a place I take synths on my travels because I love to play live music in wild places. I record these explorations for my video series: **[The Wild Jams](https://youtube.com/playlist?list=PL4OiR7QVAwNFqDeJvor5Mx3lKswoT9kzl&feature=shared)**. <iframe width="560" height="315" src="https://www.youtube.com/embed/videoseries?si=2ik3v92ZauuNpOP3&amp;list=PL4OiR7QVAwNFqDeJvor5Mx3lKswoT9kzl" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>