Creating a sound brand

 
Publication Type:
White Paper

Published / Updated:
Jan. 1, 2011

Every element that is applied to a brand reveals another facet of its personality and contributes to the brand experience. That's why companies invest many hours creating brand books and style guides that establish the language and graphic elements that define how we view them. One element that usually gets overlooked is sound.

Sound is the emotional component that connects the viewer to the image and completes the story. Sound communicates values and ideas as well as communicating identity and emotion. A solid sound strategy should be integrated throughout the brand to attain a consistent, recognizable identity that connects to the consumer's psyche whether or not a visual is present. This sonic strategy should be included in the style guide and influence every touchpoint in the brand that uses audio.

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