Name: Sonic branding: Why every brand needs it today
Uploaded: 2024-01-05T10:16:23.385Z
Duration: 190.28
Description: All brands think about how they market themselves visually, but what about how they sound? In this episode of Make it Make Sense, Roscoe Williamson, Global Creative Strategy & Innovation Director at MassiveMusic & Songtradr, dives into sonic branding. Find out exactly what it is, why audio is important in the today's media landscape and the common pitfalls to look out for.

MIMS Sonic Branding V2.mp4

MIMS Sonic Branding V2.vtt

English

{{00:00:00}}
My name is Roscoe Williamson and I'm the
global creative strategy and innovation

{{00:00:04}}
director at Massive Music and Song Trader.

{{00:00:26}}
So sonic branding in a nutshell is
a holistic approach to how a brand

{{00:00:31}}
uses music, sound, and voice across
all their relevant touch points.

{{00:00:37}}
Okay.

{{00:00:37}}
And what we mean by that is.

{{00:00:39}}
In the modern day there are so many
different experiential touch points

{{00:00:43}}
where brands are reaching their
consumers through music, sound and

{{00:00:46}}
voice, events, content, product.

{{00:00:49}}
It's how a brand deploys consistency and
essentially brand equity through sound

{{00:00:54}}
across all those different experiences.

{{00:01:02}}
We live in a very fragmented media
landscape and it's almost exponentially

{{00:01:06}}
getting more and more fragmented with
the more, the amount of platforms that

{{00:01:10}}
come onto the market and the amount
of content that's out there, right?

{{00:01:12}}
And so.

{{00:01:13}}
For brands to cut through in this
increasingly visual, noisy environment.

{{00:01:19}}
They are starting to think
about a consistent use of

{{00:01:23}}
sound and voice and music.

{{00:01:25}}
And there's a lot of research that's
gone into this area recently to

{{00:01:28}}
show the effectiveness and how it
can actually increase marketing

{{00:01:31}}
communication effectiveness by
having a strategic approach.

{{00:01:39}}
The challenges for brands in the audio
world is that it's still a fairly nascent

{{00:01:44}}
part of marketing in the brand world.

{{00:01:46}}
So there's an educational,
challenge there.

{{00:01:49}}
Why do we need it?

{{00:01:50}}
You know, what is it?

{{00:01:52}}
But also more than anything,
there's a governance challenge.

{{00:01:54}}
So once you actually start to deploy
a strategic use of brand sound on a

{{00:01:59}}
large organisation one of the hardest
bits is getting it used consistently,

{{00:02:04}}
getting your partner agencies use
using it and, and just keeping at

{{00:02:08}}
it and developing it over time.

{{00:02:16}}
Yes, they absolutely do because
effectiveness is, is key with marketing.

{{00:02:20}}
Brand building is key with marketing.

{{00:02:23}}
Research shows that sound, music
and voice assets are basically

{{00:02:27}}
still criminally underused.

{{00:02:35}}
Firstly just ask yourself,
what are we currently doing?

{{00:02:39}}
Because you will be making sound,
but is there, is there a strategy

{{00:02:44}}
to it or is it just purely noise?

{{00:02:46}}
So, become conscious of the fact that
you as a brand are making noise through

{{00:02:50}}
all these different areas, touch points.

{{00:02:52}}
And then start to seek advice through
trusted experienced partners about How

{{00:02:57}}
they can help you create a strategy
and highlight the opportunities that

{{00:03:01}}
are relevant for your, your brand.

My name is Roscoe Williamson and I'm the
global creative strategy and innovation

director at Massive Music and Song Trader.

So sonic branding in a nutshell is
a holistic approach to how a brand

uses music, sound, and voice across
all their relevant touch points.

In the modern day there are so many
different experiential touch points

where brands are reaching their
consumers through music, sound and

It's how a brand deploys consistency and
essentially brand equity through sound

We live in a very fragmented media
landscape and it's almost exponentially

getting more and more fragmented with
the more, the amount of platforms that

come onto the market and the amount
of content that's out there, right?

For brands to cut through in this
increasingly visual, noisy environment.

They are starting to think
about a consistent use of

And there's a lot of research that's
gone into this area recently to

show the effectiveness and how it
can actually increase marketing

communication effectiveness by
having a strategic approach.

The challenges for brands in the audio
world is that it's still a fairly nascent

So there's an educational,
challenge there.

But also more than anything,
there's a governance challenge.

So once you actually start to deploy
a strategic use of brand sound on a

large organisation one of the hardest
bits is getting it used consistently,

getting your partner agencies use
using it and, and just keeping at

Yes, they absolutely do because
effectiveness is, is key with marketing.

Research shows that sound, music
and voice assets are basically

Firstly just ask yourself,
what are we currently doing?

Because you will be making sound,
but is there, is there a strategy

So, become conscious of the fact that
you as a brand are making noise through

And then start to seek advice through
trusted experienced partners about How

they can help you create a strategy
and highlight the opportunities that

Make it Make Sense

Explainer

All brands think about how they market themselves visually, but what about how they sound?

In this episode of Make it Make Sense, Roscoe Williamson, Global Creative Strategy & Innovation Director at MassiveMusic & Songtradr, dives into sonic branding. Find out exactly what it is, why audio is important in the today's media landscape and the common pitfalls to look out for.

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Roscoe Williamson

Global Creative Strategy & Innovation Director

Williamson defines sonic branding and how to maintain brand consistency and build sound equity across all consumer interactions.

Understanding sonic branding

According Williamson, the media landscape is getting more fragmented and research shows that consistent use of sound is an effective tool to cut through.

The benefits of  sound

Learn about the difficulties brands encounter in audio marketing, such as educating all stakeholders on its importance and ensuring consistent use

Drawbacks & advantages

Explore with Williamson the process through which brands create strategies and collaborate with experienced partners to uncover opportunities for their brand.