Sonic ID: sound branding for media, products and environments

October 14th, 2008 | Category: Grab bag

Update from the shameless plug department: we at Sonic ID are formally expanding our offerings to include product sonification.

Yes, we still design brand-based sound for media and physical environments, but no audio branding system or sonic identity system is effective without strong guidance for the sound of a brand’s products and services. The brand experience is where business happens—that’s where we need to be for our clients.

Why the change? The market demands it. We’re already working with people who have interesting problems to solve, we just need to call it out in a formal sense.

(And…speaking personally, that’s always more interesting than brand-based ringtones. Not that there’s anything wrong with those, wink wink.)

– Noel Franus

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What and why

Sound has an immediate, direct link to both the rational and emotional parts of our brain. Sound shapes our thoughts, our feelings, our behaviors, our lives.
Yet most brands lack an awareness of the power of sound; many spend millions each year on music, sound and voice...but very little of that is influenced by strategy. Those touchpoints are disconnected dots, and for customers, that's a disconnected brand and a poor investment.
Our goals are to change that -- to strengthen connections between people and brands through the use of sound, and to provide economic value in doing so.

Noel Franus leads sonic identity efforts for global brands. As Director of Strategy for Sonic ID and in former design strategy roles at Elias Arts and Sun Microsystems/Java, he's been at the forefront of this practice, as both a client and a vendor. This is his very unofficial mouthpiece.

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