Words inform. Sounds emotionalize. Audiovisual stimuli appeal directly to a person’s emotional perception — because your heart is always listening. So sound branding is actually the true core of your company’s branding — because it creates an emotional statement for your brand.

Successful communication means conveying the right information to the right target person at the right time using the right emotion. Sound branding ensures a balance between rationality and emotion in your brand communication and presents your brand using the senses. The more senses you appeal to with your communication, the more successful and long-lasting your brand message will be in the minds of your target audiences.

Sound branding is interesting for all companies, especially for medium-sized to large companies with international marketing in B2B and B2C markets that want to position themselves as a brand in their respective market and communicate via multimedia at the sound branding touchpoints. With sound branding, WIDESOUL provides you with an important success factor and building block for modern and consistent brand communication.

Sound branding makes brand, product, and performance audible.

Sound branding includes:

  • Brand sound (e.g., acoustic logos)
  • Product sound (e.g., for information about new functions or messages in software)
  • Functional sound (e.g., acoustic signals to communicate device status)

Auditory brand experiences with sound branding from WIDESOUL.

WIDESOUL is part of INCREON, one of the leading brand agencies with a focus on B2B markets. And WIDESOUL is part of and a link between both sides: the strategists and marketing experts on the one hand and the musicians and sound experts on the other. In other words, at WIDESOUL you talk to branding specialists and sound specialists. We start with the brand positioning and define all the necessary technical branding points for you right through to sound branding. Right from the start, this ensures that the defined strategy and the desired emotion strike the right note. The path to an acoustic brand identity is always based on a sound brand strategy and is clearly structured. A major challenge in sound branding is that those involved do not base their decisions on their own taste in music. This makes it all the more important for sound branding to be built on a solid foundation of brand strategy and definition.

WIDESOUL provides you with a unique and holistic sound branding solution for your brand, from analysis, strategy and concept to production and company-wide integration. WIDESOUL uses sound branding to emphasize the sensory character of your brand, improve and deepen its perception, and create an audible brand experience. This allows you to sustainably increase your brand performance on all communication channels such as presentations, the Internet, and trade fairs and shows. And at sound branding touchpoints such as live communication, events, social media, 3D animation, promotion, sales, press, HR, IR, digital signage, POS, web promotion, media, education, seminars, workshops, training, documentation, and more.

Implementation of your sound branding guidelines, which regulate the consistent use of acoustic branding elements.

Development of the appropriate templates for your communication channels and sound branding touchpoints, in line with necessity and potential impact.

Integration of the developed sound branding into the brand management of your company. This involves the central control of brand communication with clear instructions on the use and handling of sound branding.

Tools in sound branding

  • Sound branding instruments: Synthesizer sounds or special sound effects with which a piece of music or a sound is processed.
  • Sound branding music pool: A list of suitable pieces of music that can be used for presentations or at trade fairs, shows, and exhibitions.
  • Sound branding elements: Recurring, integrable musical motifs that appear discreetly within the framework of sounds or audio works to give the whole a personal character.
  • Sound branding voice: Definition of the speech and voice characteristics of the speakers applied internationally in all audio and video forms.

Elements of sound branding

  • The sound logo: A simple sound or a short, complex sound, song, or speech cue. Unmistakable and usually no longer than three seconds.
  • Brand music: The musical or atmospheric sound for your brand. It also defines the acoustic style for use at your branding touchpoints.
  • The brand voice: The brand voice defines the speaking voice and voice modulation within your brand communication.
  • The brand jingle: A short piece of music, with or without vocals, that conveys your central brand message.
  • The audio elements: Definition of specific sounds that should be perceived together with a product.
  • The brand song: The melody — with or without lyrics — of your brand. An existing piece of music or your own composition can be used as a brand song.

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