Ever since Carmen Miranda traveled the world asking, “what does the Bahian woman have,” Brazilian music and charm have become famous worldwide. From the flip-flops on our feet to our samba moves and zest for life, our unmistakable style has won over foreigners in the following decades and continues to be exported to this day. But how does this translate as a technique and attribute of Sound Branding strategies?

Some examples illustrating this difference in approach are the sound logos of Intel and Audi, both with a more electronic and cold sound, conveying ideas of technology and modernity. In contrast, the Sound Branding project we carried out for MetrôRio, for instance, was crafted with unmistakably Brazilian and real instruments. We utilized trombone, flute, “guitarra baiana,” “rabeca nordestina,” and many others to create a melodic, affectionate, and caring sound, tailored to the people of Rio de Janeiro.

We can also mention the case of Vivo, where the chorus of cheerful human voices singing “Oh Oh! Oh Oh! Vivo!” in the musical theme was recorded with a live orchestra to convey the brand’s transformative, enthusiastic, and accessible personality. Below, you can see the creative process behind the project.

“We used typical instruments like pandeiro and other percussion instruments as well as warm, dreamy harmony, chords, and melody,” explains Zanna. “The instrumentation is definitely crucial for building textures that make everything authentic, but also the rhythm, which, mixed with a pop language, brings novelty to the music. This blend of Brazilian aesthetics with international ones gives a lot of personality to any project,” points out Zanna.

For those who want to delve deeper into the subject and better understand the Brazilian way of doing Sound Branding, Zanna will release in the next semester “A Minha vida sonora” (My Sound Life), her new book where she tells the story of how music brought her here and served as a guide in all her human processes, from professional to internal aspects.

“It’s a dive where I expose my intimacy and personal history, because music is embedded in this context,” anticipates the author. “In it, I present theses about music and the impact of sound on the world, on people, on the future, and the past. I also propose utopias and possible designs for a humanity and a future planet Earth. It’s a journey from the beginning to the future, scheduled for release in the first semester of the next year.”

If you still have any doubts about Sound Branding or how sound can boost your brand, company, or business, just send us a message.