With our 15 years of experience, Zanna Agency’s methodology in the creation of Sound Branding, Music Branding, and Sound UX for brands that convert concepts into sound, music, and experiences, is already well-tested. The branding process is profound but fun as music can be and as fast as our time allows or is needed. The work group (WG) is prepared to give an opinion on the instruments, rhythms, and musical styles that will compose the soundscape of the brand. Together, we create your Affection Marketing, the platform that will attract not only customers but fans. This journey leads to real brand connections and, inevitably, success!
Zanna talks about the methodology
Sound Branding, Music Branding, and Sound UX: How to create and apply a sound logo? See the step-by-step.
- Two brand workshops - 3 hours in duration
- Keynote content - sound diagnosis and guidelines
Step 2: Sound Creation
Like people, each brand has its fingerprint. Our role is to translate it into sound. For this, we search for unique timbres and sounds that can manifest the essence of the brand like no other. We create the musical theme, our original composition with an average duration of three minutes; the sound logo of approximately two seconds and which makes the brand logo together with its visual logo or, in exclusively auditory means (radio and podcasts), will be its only representative; the voice of the brand, which will personify it; your verbal tone, which is the “way of speaking”; and the sound design. All these elements make up the user’s sound experience on websites, apps, mobile, equipment, and background music for stores/physical spaces.
- Musical theme
- Sound loogo
- Brand voice
- Verbal tone
- Sound design
- Ambient/Background music for stores
- User manual
Step 3: Sound UX - User Sound Experience
The biggest delivery of sound for brand communication is the affective connection it creates with its audiences – and there are indications that this is its greatest asset. The Sound UX (user sound experience), the user’s sound experience, is responsible for this sound journey and delivers a personalized experience in digital, face-to-face, and analog media. Each brand has a way of spreading its sound on various platforms, strategically crossing media and contact points to obtain the best Sound or Music Branding reach, attract more passionate fans, and fulfill the Affection Marketing mission: to involve, delight, thrill, and naturally build loyalty.
Sound UX designs navigation in three types of environments:
Digital – Onsite – Analog
On the subway in Rio, for example, navigation is in person, where people are led by the sound of messages on trains, in stations preceded by the sound logo, by the music that sets their course, and by the voice and verbal tone that guides the passengers in their spaces. However, in self-service machines, in the recharge app, and on the website, its virtual navigation. Sound UX connects user experiences through creative aesthetics and use, as it signals its stages, accessibility for people with disabilities, intuitiveness when it makes the experience more fluid, and brand recognition. In addition to these applications: TV, social networks, Youtube, Spotify, and telephone service are other points of contact that complement the sound presence of the brand in the digital environment. Finally, the analog Sound UX takes place on radio, cinema, and customized radio that plays in stores and physical spaces. In this way, the sound brand permeates the entire sound, musical and verbal experience of customers.
- Sound UX Digital
- Website, apps, mobile, IVR (telephone service), self-service machine, social networks, Youtube, Spotify , TV and podcast.
- Sound UX
- Messages, voiceovers, vignettes, background music from stores, soundscape, sounds from appliances, cars and equipment.
- Analog sound UX
- Radio spot, cinema and customized radio.
Step 4: Dissemination
Here, the community around the brand becomes aware of the Sound Branding, Music Branding, and Sound UX that we create. We present the project, and its user manual (guide for using the sound identity) and provide training for audiovisual producers, and sales staff, physical or virtual, to understand the best practices for applying the sound identity in day-to-day communication, aligning the launch on various digital, face-to-face and analog platforms. With consistent application, the brand will be recognized for its sound and loved by the public in no time. This is how we create a solid sound identity and unique experiences, with the brand’s DNA imprinted on the sound and user experience.
- Presentation workshops
- Training Workshops
- Sound Help
The method suggests the steps, but there is no formula. Each project is unique and individually designed. Some brands only need the sound logo, like what we did for Vivo. Others require only sound design, with sounds used in apps for home appliances and cars, such as the Sound UX designed for MetroRio ‘s self-service machines. Some need a complete Sound Branding project, like what we did for L’occitane Au Brésil; and even those who only need background music, such as the Music Branding we did for St Marche, which resulted in customized radio for stores. Each case is different, and it’s always better to talk to us.
Were you curious or curious to learn more about Sound Branding, Music Branding, or Sound UX? You can visit our most frequently asked questions, learn about other success stories or even send us a message.
If you want to go deeper into the subject, you can find Zanna ‘s book , “Sound Branding, the sound life of brands” , here.