What We Do
We position the brand through the sense of hearing, expanding its exposure possibilities through Sound Branding, Music Branding, and Sound UX. We craft the sonic identity of the brand through the musical theme, sound logo, voice, tone of speech, sound design, soundtrack, playlists, and all sounds that compose its sound ecosystem. We propagate it through speakers for everyone to hear. Our branding method is collaborative – we listen and conceptualize music, translating attributes into sounds, Musical Archetypes that inspire creation.
Zanna talks about what we do
SOUND BRANDING
We create the sonic identity of the brand and position it through a sense that is still underexplored: hearing. We expand its exposure possibilities by propagating the brand through the musical theme, sound logo, voice, verbal tone, sound design, soundtrack, and playlists.
Discover how we apply our Sound Branding method in the cases of MetrôRio and L’Occitane Brasil.
Services
- Workshops
- Musical theme
- Sound logo
- Brand voice
- Verbal tone
- Sound Branding book
- Tracks and spots for advertising
- Sound design
- Soundscapes
- Podcasts
- Voiceovers
- IVR – Interactive Voice Response
- Sound design (website and apps)
- Brand Sonic Identity Lectures
MUSIC BRANDING
How often have you walked into a store and wanted to leave because the music was unpleasant? Our expertise lies in creating an ambient music that is captivating, leaving people better off than before experiencing our curation and the unique experience our app provides. We convey not just music but the best sound design for stores and physical and digital spaces.
Explore our Music Branding projects for Vivo and the supermarket chain St Marche.
Services
- Musical curation
- Radio (digital platform)
- Ambient music (playlists)
- Brand voice training
SOUND UX – User sound EXPERIENCE
We design a sonic experience that provides intuitive and pleasurable navigation. Our task is to place sound in the speakers of physical or virtual spaces so that everyone can hear it. The musical theme, voice, style, sound logo, and sound design are heard on the website, apps, IVR (phone service), internet videos, films, commercials, physical and digital spaces, AI (artificial intelligence), synthesized voice, metaverse, machines, events, and wherever else the brand communicates.
Here are some examples of Sound UX that we’ve created, such as those for ViaQuatro and Cielo.
Services
- App
- Mobile
- IVR (Interactive Voice Response / telephony)
- Social media and podcasts
- Self-service machines
STEP 1: DEEP IN SOUND
We engage with people from various areas of the company, along with their audiences, understanding their sonic landscape, and developing an analysis that reveals their potentials. We listen to people, conceptualize music, translate attributes into sound, and create Musical Archetypes that will inspire compositions.
DELIVERABLES
- Two brand workshops – 3 hours each
- Keynote content – diagnosis and guidelines
STEP 2: SOUND CREATION
This is the moment when technique meets art. The time to compose music and sounds that will create the brand’s sonic identity. We rely on a clever team of professionals: composers, arrangers, instrumentalists, vocalists, of various musical styles, coming together to create original and personalized music.
DELIVERABLES
- Musical theme
- Sound logo
- Brand voice
- Verbal tone
- Sound design
- Usage manual
- Ambient music for stores
- Musical curation
STEP 3: SOUND UX – USER SONIC EXPERIENCE
We design the experience of physical and digital environments to provide customers with the best navigation of spaces. We place sound in the brand’s speakers for everyone to hear. Now, the musical theme, voice, style, logo, and sound design can be heard by people at all touchpoints of the company.
DELIVERABLES
- Sound UX Digital
- Site, apps, mobile, URA (atendimento telefônico), AI (inteligência artificial), voz sintetizada, metaverso, máquina de autoatendimento, vídeos, filmes, redes sociais, YouTube, Spotify, TV e podcast.
- Sound UX Presencial
- Espaços físicos, eventos, mensagens, locuções, vinhetas, música ambiente de lojas, paisagem sonora (soundscape), sons de eletrodomésticos, carros e equipamentos.
- Sound UX Analógico
- Spot de rádio, cinema e rádio customizada.
STEP 4: SOUND DISSEMINATION
But what would branding be without its allies? Dissemination is crucial to reverberate the brand’s sound and create its first fans. For this, we involve various teams in workshops with the task of enchanting them with the music and the new musical language. In these meetings, we present the usage manual so that they understand how to apply it and become the brand’s newest sound disseminators.
DELIVERABLES
- Presentation and Training Workshops
- Implementation
- Launch
- Sound Help
Clients
FAQ
What’s the difference between Sound Branding and Music Branding?
Sound branding is a tailor-made sound trademark for a company. Through a Brand personality study, we create a set of sound elements such as: musical theme, sound logo and brand voice. Music Branding, on the other hand, is a concept developed to guide the background music selection for stores and other brand venues.
Are Jingles and Sound Branding the same thing?
A jingle exists to serve a product campaign or service. Its language is retail and its duration is equal to the time of that specific campaign. Sound Branding exists to make a brand recognized and to create a long-term affection connection with its audience. Sound Branding emerged to meet the communication and advertising needs of the new millennium.
Why is Sound Branding important?
Sound Branding is important because the lack of brand management in its sound can increase the rejection for the product or the company. How many times have you turned off or turned down the sound on your TV during commercials? How many times have you “skipped” the commercials on YouTube or Spotify? Have you ever left a store because the music was unpleasant? Sound branding creates sensorial links between a brand and its audience, while also managing to connect with the auditory area responsible for specific knowledge.
What is a sound logo?
A sound logo is a 3-second music representation of a brand. It can be used in various areas of publicity: films, spots, videos, vignettes and in all areas of communication utilized for a brand. It's an essential tool in brand management because it's the sole representative in auditory medias and outlets such as podcasts, radio, telephone messages and transport or public area announcements.
How can a brand start the Sound Branding process?
The initial start of a Sound Branding Project starts with a guided study to extract the necessary input for the development of the musical theme, sound logo and brand voice. We then adapt advertising, web and store communications. At the end of the process, we offer workshops about internal and external communication. A sound branding project lasts at least two months, on average, and the music branding can take up to a month.
How to use Sound Branding in advertisement?
Sound Branding can be used in advertisement as much as the visual identity of a brand, giving it a sound identity. This new feature can be applied on film trailers and sound logos, videos and spots, answering services, and the sound design that highlights specific moments. This is also the case with verbal tone and the brand voice.
How can my company benefit from Sound Branding?
Sound Branding can be used by companies through background music played on collective spaces, elevator music, cafeteria music, playlists, virtual communication (intranet) background music, vignettes and background music at internal events, conventions, meetings, ringtones and URA (landlines). It can also be made available for collaborators to use during presentations. These musical inputs create a more creative and productive environment.
How is a sound logo made?
The sound logo is extracted from the musical theme. It is the most striking aspect of the melodic cell made exclusively for the brand. It could also be an independently produced music theme. In both cases, the sound logo is created from personality attributes that align with the results from the consumer brand workshop.
How much does a sound logo cost?
The cost of a sound logo depends accordingly on the study, complex musical production, materials and time spent. For more information, you can contact us at: talktozanna@zanna.com.br
Can I register my own sound logo?
Yes, nowadays it is very easy to register your own sound logo. The application on digital media or even sending an audio file with the sound logo phonogram are considered sufficient proof that the work exists, which allows an automatic registration.