6 Successful Examples of Sound Branding
Discover how brands are using sound through Sound Branding to create memorable experiences.
Sound Branding, the sonic identity of a company, is a powerful tool in brand management, with numerous possibilities for application across all points of contact with the public.
From in-person interactions to telemarketing calls and audible response units (URAs), from the sound language used in films and advertising videos to the music playing in stores, Sound Branding translates the brand’s DNA into a sonic and musical vocabulary. This vocabulary is formed by the musical theme, its rhythm, instruments, and chords, the Sound Logo, the brand’s voice, its tone, and manner of speaking. All of these elements are aligned with the brand’s personality.
We have previously discussed the benefits it brings to brands, and below we present 6 successful examples of Sound Branding that tangibly demonstrate the application of sound and music to different types of company needs. Take a look:
MetrôRio Introduces the Voice of Rio
The voice of Rio’s metro system has such an impact on the population that it is already considered, by its users, the voice of the city.
The project we developed for MetrôRio is an excellent example of Sound Branding, as it unfolds in different applications throughout the user experience and interaction. From the sound of the self-service machines to the musical theme playing in the stations and the sound logos used in next-station messages inside the trains and on the boarding platforms, everything was designed to convey a human, transformative, practical, and “carioca” profile.
In a visually cold, metallic, and impersonal context, the project chose Zanna to be the voice responsible for bringing the audience closer through a “carioca” style that is laid-back and affectionate.
Tema Musical MetrôRio
In addition to the voice, the most noticeable elements are: the musical theme, which became a hit at graduation parties, inspired parodies on social media, served as the base for dance moves and carnival blocks; the sound landscape (Soundscape), often mistaken by users as the sounds of real birds in the stations; and the verbal tone, which completely changed the way Zanna‘s voice and train conductors communicate with passengers: “Good morning! May your dreams come true.”
Vivo, a Pioneer Sound Strategy
Vivo was the first cellular telecommunications company in Brazil to have a sonic brand as part of its brand management and branding strategy. The project began development as early as 2013 and aimed to strengthen the emotional bond between the company and its customers.
The personality attributes of Vivo were summarized in the persona of a 30-year-old man who is enthusiastic, approachable, and transformative. These attributes guided the creation of the musical theme, which featured the special participation of Sané, an African percussionist from Papua New Guinea based in Lisbon. The theme was used in the tone of customer service messages, the development of “Oh Oh! Oh Oh! Vivo!” used in the sound logo, and in advertising soundtracks.
Vivo's Sound Logo
Netflix and the Power of "Tudum"
For over a decade in the market, Netflix has established itself as a leader in streaming movies and series. Just over three years ago, the company started applying its sound logo on the platform, and customers now associate the brand’s jingle with its sound logo.
Dubbed “tudum” by the company, the sound logo conveys the excitement of Netflix productions, such as action, strength, and grandeur, anticipating the impact of the programming to follow. The recognition of Netflix for its sound logo is so strong that its full name, “Tudum,” is now the name of the annual festival where the brand presents the latest news about all its original productions.
In a more retro version, Globo made history with its “plim-plim,” which marked the entry of international content into the channel’s programming for decades. It is a successful case in Sound Branding. When you hear it, you immediately know it’s Globo. Created in 1997 by keyboardist Mu Carvalho, it has evolved over the years to align with the channel’s visual identity while retaining its original characteristics.
L'Occitane Au Brésil, A French Brand with Brazilian Warmth
The Sound Branding project developed for L’Occitane Brazil went through several stages. It started with the ambient music in physical stores (Music Branding), followed by soundtracks for national advertising campaigns, and culminated in the creation of their musical theme, sound logo, and vocal signature for the brand. The first of these elements was created for a Mother’s Day film, showcasing a diverse range of Brazilian musical styles, sounds, and accents.
Contemporary, Brazilian, radiant, and spontaneous were the main personality attributes defined for the sonic brand. “We want your beautiful voice in everything we do,” said André Abramo, Communications Manager of L’Occitane au Brésil. And Zanna fulfilled the request: they composed and performed the musical themes for campaigns developed for the Vivre and Amburana lines, as well as the successful Cabeleira Brasileira (watch below).
Apple: Simple, Creative, and Human
Sound Branding is not limited to sound logos alone. All Apple devices, from the now-discontinued iPod to the latest models of iPhone, iMac, and iPad, have distinctive sounds indicating when they are turned on or off.
More than demonstrating the functionality of apps and device navigation, Apple’s Sound Branding was created over 45 years ago to convey three core values: simplicity, creativity, and humanity.
“If a product doesn’t have these three things, it’s not Apple,” defined Tor Myhren, Vice President of Marketing and Communications at the company. Having a clear vision of the attributes associated with your brand is essential for creating a cohesive, unique, and recognizable Sound Branding.
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