Sonic branding, the power of sound for your marketing

Chloé LEMESLE
International Account Manager

Sound has this unique ability to slip into your daily life without you even noticing, but its effects are far from trivial. In the world of marketing, it becomes a powerful ally, capable of establishing deep connections with your audience.

What if, rather than speaking only in images, your brand also expressed itself through a distinct and recognizable sound universe? Discover what sonic branding is and what it can bring you.

What exactly is sonic branding?

Sonic branding, also called audio branding, is the musical imprint of your brand. It includes all the sound elements (music, sound logos, jingles, guidelines, etc.) associated with a brand.

Just like a visual branding, it is an integral part of your overall identity.

Its goal? Create an immediate connection with your customers, immerse them in a unique sound universe that reinforces your image and highlights your difference! It then becomes a marketing tool that amplifies the impact of your advertising campaigns and all your communications.

Some brands have managed to etch themselves into collective memories through sound. You probably know them:

Intel Inside: four iconic synthesizer notes.
SNCF: the melody that announces the arrival of trains.
PlayStation: that voice that confidently chants “PlayStation”.
EA Sports: that famous «EA Sports, it’s in the game» that you hear before every game.

These examples illustrate how a sonic branding can become a real asset for permanently establishing a brand in the imagination of its consumers.

What are the characteristics of a successful sonic branding?

A successful sonic branding that slips discreetly into the minds of your customers and stays there. So how do you know if your sonic branding will hit the bull’s-eye? Here are the key ingredients for a memorable creation:

Originality: your sound must stand out in the ambient cacophony. It must be unique, composed by sound experts, like our agency specializing in sonic branding Phone Design.
Adaptability: a TV ad, a radio spot, your telephone reception, a video on social networks... your sonic branding must adapt everywhere.
Relation to the product or service: the sound composition must reflect your values and what you represent.
Pleasantness: a sound that is pleasant to hear and naturally encourages people to listen to it again and again.
Familiarity and accessibility: the sound must become obvious to your audience, like a familiar signature that is immediately recognized.

Need a sonic branding? 
We create your sonic signature

Let's discuss it!

The emotional power of sound

Sound has the immense power to touch the heart directly, to trigger deep emotions, without us realizing it. It infiltrates our subconscious and recalls memories, awakens sensations and, sometimes, influences our decisions without us even realizing it. This is what makes sonic branding so valuable: it connects to our emotions, and that's where it all comes together.

With a defined sonic branding, you can anchor your brand values in the minds of your customers. This is what we call audio branding: a melody, a sound logo, a jingle, a specific noise, all created to refer to images, feelings, that instantly recall >your brand.

Unlike a visual logo that requires attention, sound is omnipresent, difficult to ignore. It passes through our defenses and engages our senses in a subtle way.

What are the benefits of sonic branding?

Here's a overview of the benefits you can get from it:

Better recall: studies show that 60% of consumers remember a brand better through audio rather than visuals.
Immediate connection with consumers: sound creates a direct bond. It reflects your values and stimulates auditory memory, which naturally strengthens attachment to your brand.
Quick recognition: just a few notes are enough to be recognized. This instant identification increases the notoriety of your company, but also its legitimacy in the minds of your customers.

How to use sonic branding in a marketing strategy?

When you think of your brand, you probably first imagine it in images: a logo, colors, typography. But visual identity, as strong as it may be, only tells part of your story. Sound brings a new dimension. It engages another sense, that of hearing, and allows your brand to differentiate itself more than with simple visuals or written messages.

Unlike images, sound invites itself into the minds of even the most passive consumers. Whether in a queue, in a car or on a social network, it touches without requiring direct visual interaction.

But for it to be truly impactful, your sonic branding must be designed for those you want to reach. What is their universe, their aspirations, their expectations? Each audience has its own resonance, and it is by adapting your sound to these specificities that you will create a real connection. Your sonic branding must speak the language of your customers, be both their reflection and the echo of your values.

On which communication media should a sonic branding be deployed?

A sonic branding only truly comes to life when it is deployed across all the channels where a brand engages with its customers.

Here are some of the ways your sonic branding can truly make your brand resonate:

Videos and advertising spots (whether on the web or on television)
Radio spots
Telephone waiting
Social media videos (TikTok, Instagram Reels or YouTube Shorts)
Podcasts
Webinars
Voicebots
Store
Events (trade fairs, street marketing campaigns or conferences)

The key components of sonic branding

A brand's sonic branding is based on several elements that, together, tell a coherent and unforgettable story.

It all starts with the sound charter, a reference document that describes the sound elements of your brand and guides their use.

The sound logo comes next. It is this short and punchy melody, used for example in advertisements or radio spots, which invites itself into the memory of your customers.

There is also the sound signature, a bit like a logo, but in the form of a musical or sound phrase, which embodies your brand through specific notes or sounds.

To mark transitions, you can opt for a sound comma, a short sound that underlines a passage from one content to another, while maintaining this sound continuity.

We also find the musical illustration, an ambient music that accompanies a visual or narrative content, and reinforces the overall experience that you offer to your audience.

Behind every sonic branding, there are also sound choices: ambient noises, musical instruments as well as voices that can add a human dimension and directly engage in conversation with your consumers.

How much does a sonic branding cost?

The budget required to create a sonic branding varies according to several criteria.

The study and consulting stage is first necessary to define the sound positioning of the brand and adapt to its strategy. The musical composition will result from this initial brief.

The rights to use this music must be taken into account. They cover the broadcast media, the geographical area and the duration of exploitation. Some providers offer long-term rights, while others offer annual renewals. The total cost of the sonic branding will therefore depend on the complexity of the project and the extent of the rights required.

At Phone Design, we display our transparency with prices that vary according to the size of your company and the duration of the operating license you choose.

Our rates for your sonic branding

Share this guide

Newsletter

Compose
your sonic identity

What our customers say about us

Jérémy PERCET

CAL IT

Studio I've been working with for 12 years now. efficiency and professionalism. The whole team is really pleasant.

Nathalie BRICE

FACTORIA TELECOM

A highly professional team. Very pleasant and responsive staff. No problems. They are great!

Cécile FRONCZAK

CTR

I can't think of anything negative to say. The people I speak to are always pleasant, quick to respond and very helpful when it comes to dealing with my clients' mishaps. . Thanks, keep up the good work :)

Elodie DA CUNHA

OPTIMO CONSEIL

... and we know that we can count on Phone Design to adapt and carry out all our customers' requests, even the most urgent ones ;) Our customers are always satisfied with the quality of the messages and recordings! Thanks to the whole team for their responsiveness!

Morgane GESNOUIN

SVP INNOVATION

Deadlines are always met, even when they are exceptionally very close, the team is always available, very attentive, putting partner and customer satisfaction first. As far as I'm concerned, nothing negative to mention, it is a pleasure to work with you!

Alexandra VOLLAIS

AJ PHONE

Since the beginning of our partnership (12 years) everything has always been simple. The tools are well thought out and always improved in the right way. The team is attentive, always available, fast and efficient. A perfect partnership!

Claudine CAILLEUX

PREDETEC

Very good partner who remains attentive to our customers and our company.

Angèle SPALLETTA

ATELSYS

It is very pleasant to work with the Phone Design team, the employees are focused and attentive, and the quality of work is much appreciated.

Sephora RADIGUET

BIC - Bureautique Informatique Communication

The team is always readily available, in a good mood and strives to satisfy each of our requests. Reliable, pleasant and highly professional. It is very pleasant to have high-quality partners. Thanks!

Virginie TOURLAN

FOLIATEAM APPS2COM

7 years of partnership with Phone Design! All these years I have been able to appreciate faultless service, unfailing availability and professionalism. A very easy and ergonomic website, a proven and perfectly effective white label customer experience. Motivated and responsive teams and... icing on the cake: humor and smiles on the agenda. We never tire !

Sandrine CHATRIE

SEE SERVICE EXPERT ENTREPRISE

A user-friendly site and a fast, very efficient team that perfectly answers our questions, whether by phone or by email!!! You can hear their smiles, even over the phone. Thanks

Emmanuel PIERQUET

KIWI

An always dynamic and pleasant team. Thanks to Phone Design, we've added real value to our telephony/communications operator offering. Communication with our customers is exemplary. The management tool and the interface for the end customer are just as impeccable. We particularly appreciate the exchanges, which resemble a genuine partner relationship rather than a simple customer/supplier exchange.

Sandra VIALANEIX

PRISMATEL

7 years of partnership with Phone Design! Throughout all these years I have enjoyed faultless service, unfailing availability and professionalism. A very easy and user-friendly website, a proven and perfectly effective white label customer experience. Motivated and responsive teams and... to top it all: plenty of humor and cheerfulness. We never grow tired of it!

Michael BORDES

WAYCOM AGENCE AQUITAINE SUD

As an integrator, I've used Phone Design's services on several occasions and I've always been completely satisfied with their service, efficiency and professionalism. I recommend it with my eyes closed.

Grégory ROBERGE

ROS TELCO

If you had to find a synonym for "service" Phone Design would be one. It is a real added-value service, from making contact with our customers to production follow-ups. None of our telephone solutions is sold without a 3-message package.

Anne DUBOIS

KOESIO AURA TELECOM VALENCE

I can find no fault, in terms of customer relations as well as on the technical side. . The communication is fluid with a very high quality of service, very attentive and responsive, which constitutes the basis for a satisfied clientele. Thank you for your constant good mood!

Ludovic DESCHAMPS

NORETTES COMMUNICATION

Teams always available when needed. It would be great if the customer could order his studio messages himself online.

Valery LALAUS

UC TELECOM - ERIZON CLOUD

5-star service, fast delivery, very efficient ordering service, available and competent sales department. Very high quality of voice prompts (voice and music, without forgetting the perfectly measured and controlled mixing). A huge and distinct advantage for us, possibility of customizing to your brand. In a few words: Phone Design is GREAT.

Nathalie VINTI

BEST TELECOM ET RESEAUX

We've been working together for several years now and we're very satisfied!

Franck GUIGNAND

ALSATIS

We've been working with Phone Design for several years, and always with the same professionalism and reliability. The people who deal with us are pleasant, attentive and full of good advice.

Cyril BERGEREAU

SETIPP

Very good partner, flexible and very responsive. I recommend it.

David MARCH

E-MSN

Real professionals who listen to you, who do a remarkable job, who are always available and give very good advice. Don't hesitate to call on their services.

Cécile DUCROUX

KOESIO AURA TELECOM ECHIROLLES

Team always available and pleasant

Nicolas SALLARD

VOXEA

Very responsive and in tune with our customers

Florence GARNIER

WAYCOM GROUPE ADISTA

The Conseil Sonore teams are always responsive and attentive. A pleasure to work together. Florence Garnier

Jennifer DROZ

JS TECHNOLOGY

A quality service with a receptive and competent team. It is always a pleasure to work with you.

Pascale NAVARRO

MS COM RHONE ALPES

WITH PROFESSIONAL AND FRIENDLY CONTACTS

Hédia FILALI

KOESIO AURA TELECOM VALENCE

Efficiency and speed of processing our requests

Diégo PREVOST

UNITED TELECOM OUEST

A friendly and very professional team responding to all our requests and offering very good customer follow-up.

Alexandra GUESNIER

AJ PHONE

A partnership that's lasted (almost 10 years) without a hitch! The team is top-notch and the messages are top-notch. Long may it continue in the same vein.

Assala BELIER

HEXACOM RHONE-ALPES

Available, efficient, very friendly, and cheerful teams.

Lucette JULLIAN

NAPSIS GROUPE

Efficiency, simplicity and availability ensure our customer satisfaction. Thank you to all the Phone Design team.

Sylvie CARTON

KOESIO AURA TELECOM ST ETIENNE

good advice to our customers quick response and good follow-up of files

Sébastien LOSTE

TELERYS COMMUNICATION

A hyper-reactive team, ready to listen, at the service of your teams and customers, who will love waiting on your lines to the sound of the original melodies and golden voices offered by the Studio. To be listened to without moderation!

Nicolas QUINET

VODOLIS

Good customer support and advice! The messages are perfect and very professional. Thank you to the entire team!

Nicolas BONNET-GERTHOUX

TECH ONLY

Thank you to the whole team, who always gives good advice and is in tune with customers' needs.

Emmanuelle BLOT

CALLINK

We have entrusted our clients with serenity to this studio for 20 years, they perfectly manage contact and advice. Always available and attentive, they meet our needs perfectly.

Xavier CLERGEAUD

KOESIO BOURGOGNE FRANCHE COMTE

The team is always efficient, available, friendly and close to our customers. Not to mention the excellent services and the very competitive prices.

Elise BENARD

AJ PHONE

The contact is always pleasant and responsive, they listen to your requests and deal with them quickly. . Excellent call handling. Always a pleasure to work together, don't change anything!

Patricia PICON

ARTELCOM GRAND SUD

The team is readily available, in tune with customers' needs and also very responsive. Do not hesitate, your customers will come back

Florian DEZERE

VIST AND COM

The service is always fast and top-notch, and there's no shortage of professionalism! What more could you ask for, except that it continues. I look forward to using your services again

Sonic branding, the power of sound for your marketing

What exactly is sonic branding?

What are the characteristics of a successful sonic branding?

Need a sonic branding? We create your sonic signature

The emotional power of sound

What are the benefits of sonic branding?

How to use sonic branding in a marketing strategy?

On which communication media should a sonic branding be deployed?

The key components of sonic branding

How much does a sonic branding cost?

Need a sonic branding? 
We create your sonic signature