We create sounds for brand identities, products and interfaces. A conceptual process that leaves room for unusual creations is the basis for successful sound solutions.
Audio branding means to understand the process of acoustic brand management. The resulting brand sound is an integral part of the overall brand identity. For a long time, brand identity was only designed visually (visual logos, fonts, colors and image spheres). Audio branding can be seen as an acoustic equivalent to visual branding and can be expressed in different elements, like audio logos, brand songs or soundscapes. The brand sound is intended to translate the identity, values, and philosophy of the brand acoustically. Furthermore, audio branding requires differentiation from the competition. Clearly defined brand values are the basis for successful branding and define the corporate identity or the identity of a brand.
The following sound elements will be developed based on the brand identity:
- Audio logo
- Brand theme
- Soundscape
- Brand voice
Touchpoints:
Our Process
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1.
The acoustic translation of a brand identity requires an extensive analysis of the brand and a close cooperation between the agency and the brand management and marketing executives. The following issues should be analyzed in the first step: Brand values, corporate goals, competitors, and benchmarks.
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2.
In a second step, we approach the subjects of sound and music with our clients in a workshop. In this workshop we define the parameters for the tone, timbre, rhythm, or music style and develop ideas for sound design approaches. There are several methods used to successfully conduct such a project. Ideas can be created intuitively, associatively, as well as methodically together with the brand sound project team. During the so-called "sound tour", sound samples based on the defined brand values will be rated and discussed by the team members. The "voice matrix" is used to create an impression profile for the brand voice by rating different voice samples. The workshop ends with the definition of a central acoustic theme.
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3.
This phase includes the acoustic realization of the central theme under consideration of the determined parameters. Several possible versions are composed, sketched out as individual elements, like audio logos or brand themes. These versions are presented by the project team using acoustic mood boards, discussed and undergo a final selection. Once the direction is determined, all brand sound elements can be composed and prepared for their respective areas of application.
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4.
Implementation consists of consulting services for integrating sound elements into the required media. Audity also provides an audio style guide that defines guidelines for the correct adaption and use of the brand sound.
Household appliances, electronic devices, software or just our car - we use and hear products every day at home, on the road or at the workplace. Functional sounds help us to use these products intuitively and to make our everyday lives easier. Functional sounds are acoustic signals that convey information, meaning and aesthetic quality in the interaction between man and machine. Sound design follows the user’s perception, action and reaction.
Our intent is to improve the usability for the consumer. We at Audity distinguish between four different types of functional sounds:
- Feedback Sounds
- Note Sounds
- Alarm Sounds
- Sonification
Touchpoints:
Our Process
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1.
The acoustic translation of a brand identity requires an extensive analysis of both the products and the brand image. A close cooperation between the agency, the company's R&D and marketing executives is an important factor of success. The following issues should be analyzed in the first step: Product properties and area of operation as well as brand values, corporate goals, competitors, and benchmarks.
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2.
In this second step, we approach the subject of functional sound with our clients in an interdisciplinary workshop. The goal of this workshop is to define a profile for the functional sound. Based on the results of this workshop we can define and test the first sound prototypes.
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3.
This phase includes the production of the functional sound on the basis of the defined parameters. Several possible versions are composed and tested as prototypes. Eventually these versions are presented and undergo a final selection.
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4.
Implementation consists of consulting services for integrating functional sound elements into the products. Audity also provides an audio style guide that defines guidelines for the correct adaption and use of the functional sound.