Retail
Services
Sound branding.
One offer, three stages: developing how a brand sounds, producing it and making sure it works equally well everywhere.
The idea
What sound branding is
Sound branding, also called audio branding or sonic branding, is the design of every sound a brand appears with: from the sound logo to brand music and brand voice to the sounds in products and apps. The goal: a brand is recognised even without a picture, in the spot, on the phone, in the app.
It pays off for every brand that is heard regularly: in TV or radio spots, on social media, in apps, on the phone, at events. Mid-sized companies need it as much as corporations, and so do agencies looking for a brand sound for their clients.
The difference to regular music production: it does not start with a melody, it starts with the brand. What does it stand for, where is it heard, who is listening? Music follows from that – and stays recognisable for years.
Sound works faster than an image and stays in memory longer. That is why it pays to manage it as deliberately as logo and colours.
Three stages
From the first note to every channel
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01 · Develop
Sonic DNA & sound logo
It starts with conversations and analysis: brand core, competition and the places where the brand will be heard. That leads to the sonic DNA – and from it the sound logo: a few seconds, instantly recognisable, in the spot, in the app, on the phone. Guidelines define how the brand sounds and how it does not.
- Brand & audio analysis
- Sound logo
- Sound guidelines
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02 · Produce
Brand music & brand voice
The sonic DNA turns into music: for spots, social media, events and on-hold, composed or carefully selected. Plus a brand voice that fits the brand, cast, recorded and mixed. And sound design for products, apps and spaces, up to alarm signals for medical devices according to IEC 60601-1-8.
- Brand music for campaigns
- Brand voice & casting
- Sound design for products & apps
- Mix & mastering
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03 · Scale
Use across all channels
A brand sound only works when it is used consistently: in every format, length and language, with the same voice in every language, human or AI. With in-house AI tools, that is much faster than before.
- Rollout to all touchpoints
- AI voices & variants
- Sound management
Individual parts can also be booked on their own, for example brand music for a campaign.
In practice
Recognised in two seconds.
Retail & E-Commerce
bonprix
Public transport & infrastructure
Riyadh Metro
Photo & media
CEWE
Process
How a project works
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Get to know
We talk about the brand, the goal and where it should be heard.
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Concept & demos
First sonic directions to listen to – together we choose the way forward.
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Production & rollout
Final sounds, guidelines and every format, ready for use.
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What it costs
A sound logo starts at around 5,000 euros; established brands with TV and online usually land between 8,000 and 25,000 euros. Brand music and voice are added depending on scope.
Guide prices in detail
FAQ
Good to know
When is sound branding worth it?
As soon as a brand is heard regularly – in spots, videos, social, at events or on the phone. Then every contact adds to the same sound instead of starting from scratch each time.
What does sound branding cost?
It depends on the scope: as a guide, a sound logo starts at approx. €5,000 for small brands and is usually around €8,000–25,000 for established brands on TV and online (net). A complete brand sound with music, voice and guidelines costs correspondingly more. After a short conversation there is a concrete quote.
How long does a complete sound branding project take?
A sound logo typically takes four to six weeks. A complete brand sound with music, voice and guidelines takes longer depending on scope – the schedule with dates for demos and feedback comes with the quote.
Can single building blocks be booked?
Yes. Many projects start with one block, for example music for a campaign. The sonic DNA can be added later.
Does it work via an agency?
Yes, happily. Work happens directly with brands and just as well with advertising and media agencies.
How are usage rights handled?
Upfront and in writing: which media, which countries and which period. That way there are no surprises later.
