Sound Branding
GETTING BRANDS HEARD
Sound Branding
GETTING brands heard
GROVES Sound Branding is a specialist in the field of corporate and brand sound.
Our Mission
Our Mission
Our Vision
Achieving a consistent, differentiating and emotional brand presence at all sound touch points.
Our Vision
Achieving a consistent, differentiating and emotional brand presence at all sound touch points.
Here's where you can find us
There we are active
Our system for developing sound identities
This is what we do.
“Always” means systematically using sound analogous to the visual corporate identity – all the time! Consistency is important. For this purpose, guidelines and contact persons are necessary to ensure correct and optimal use.
Videos
John Groves on Sound Branding
Why Sound Branding is so important
You’ll find more videos here.
Awards
Our Terminology
A Sound Identity can be represented by a single element, such as a sound logo or brand song, or a complete set of interrelated elements. We have listed the most common terms for you here:
Sound Branding / Audio Branding
The strategic development and implementation of a Sound Identity. It consists of Sound Branding Elements, Sound Dimensions and Brand Voice. It ensures that coherent and clear auditory signals are sent consistently in all contact points and applications - including corporate communications and, when applicable, in the products themselves.
Sound Logo / Audio Logo
This is the audio counterpart to a visual logo and one of the most common elements of Sound Branding.
Jingle
A jingle is a short slogan, verse, or tune designed to be easily remembered, and as part of a Brand Sound Identity, can be a key Brand Sound Element. It can be derived from the hook or main theme of a Company Song, and can contain the Sound Logo. To make this clearer, let’s look at an example of the brand “LBS”: If a Company Song used a hook line such as "We give your future a home - LBS”, when this hook line was used alone it would be termed as a jingle. The Sound Element that uses just the three notes that represent “LBS" is the Sound Logo.
Sound Dimensions
Establishing the optimal music styles and genres that will best fit the brand and transport its values most effectively. They determine the way a brand is perceived in all points of contact. Together with the elements of Sound Branding and the Brand Voice they form the Brand Sound Identity.
Brand Song
A piece of music composed exclusively for the brand that makes a brand association. Ideally, it is has a recognisable theme, hook-line or element, such as a Sound Logo that is used in other Brand Sound Elements.
Brand Score
The Brand Score is an illustrative instrumental piece that quotes the Sound logo or integrates the Brand Hook-line. It can an instrumental version of the brand song or a re-arrangement. It provides an acoustic backdrop for corporate communications, reflecting the brands values. Examples of application areas include backing for radio and TV spots, company films, background sound for events and POS sound. T - if available - are integrated.
Sound Icons
Sound Branding items in their shortest form. They are commonly fragments of other Brand Sound Elements, such as the Sound Logo. The most well-known examples are roll-over sounds on websites or signal tones in for navigation. Even the shortest sounds are capable of triggering a brand association when derived from the Brand Sound Identity.
Brand Voice
The speaker voice, which best reflects the brand values. The most important parameters in the selection are sound of the voice, pitch, volume, rhythm and re-recognition. The Brand Voice should be used consistently in all applications and touch points.
Product Sounds
The sounds used in the product itself. They identify the product using sound e.g. MacBook start-up sound, and differentiate it from competitors. As functional sounds they can supply information on status, help with navigation and provide alarms and warnings.
Brand Sound Identity
The consistent build-up of a brand's own Sound Identity. Analogous to the visual identity, the sound elements are derived from the brands values and its positioning. The function is to provide a highly recognisable and uniform Sound Identity. Design areas are: Sound Branding Elements, Sound Dimensions and Brand Voice.
Brand Sound Elements
Sounds exclusively produced for the brand as part of a Brand Sound Identity. These include: Sound Logo, Brand Song, Sound Icons, Brand Score or Brand Hook-line. All of these elements should reflect the brand values in their Sound Dimensions and differentiate themselves from the competition and from already existing sound elements in the communication environment.
Soundscapes
Music pieces or sounds, which are derived from the brand song. They do not have the structure of songs - with verses and refrains - but are pads or sequences with little harmonic change that are intended to steer and control the atmosphere of a space. Their style and genre is defined by the Sound Dimensions and documented in the Brand Sound Guide.
Web Loop
A web loop is a looped segment of Brand Song, SoundScape or other brand Sound Element used on a web site, often in combination with Sound Icons for roll-overs or page-turns.
Telephone-Loop
This is the sound heard when telephone callers are put on-hold. It can be a version of the brand song or a soundscape, and will usually contain the Sound Logo and the company voice.
Ring-Tone
A Brand Sound Element sound for use in mobile phones. It provides brand recognition whenever the phone rings by playing sounds derived vom the Brand Song or Jingle, containing the Sound logo or Brand Hook-line. Ideally, it is special equalised to provide the beast result in a small loudspeaker.
Sound Tattoo
We talk of a Sound Tattoo when a Sound Logo is overlaid onto an existing piece of music in a matching tempo and key.
