Presentation includes the description of our offers and explains the purpose of key audiobranding elements

1. Where logo turns into
sound, interior fills up with
atmosphere, brands find their
voices and the ad could be sung,
a consumer becomes a fan and
marketing turns into
audiobranding

2. Sound ID is a professional provider of audiobranding
services

3. Audiobranding extends a traditional brand
strategy and creates a multi-sensory platform
for customer-brand relationships
SOUND ID Audiobranding

4. AUDIOBRANDING: Aim & targets
Aim
Give voice to brand and make it pleasant for the consumer.
Target 1:
Extend brand identity with the help of audio channel
Target 2:
Increase the efficiency of brand communications with the help of music
semiotics and communicative power of sound
Target 3:
Create a multi-sensory and multi-dimensional platform for brandcustomer interaction
SOUND ID Audiobranding

5. Audiobrnading is on the agenda today
The attention of
marketers, ad
makers and brandmanagers has
always been
focused on visual
design
The consumer has
been bombarded with
billboards, bright
package, graphic
logos, corporate colors
• Visual channel
of information
transmission is
overloaded
The attention of
consumer switches to
less loaded channels
of information
transmission
• Audio channel is
on the agenda in
terms of marketing
communications in
companies all over
the world

6. Audio channel of information transmission
• Is less loaded than the visual one
• Its use in marketing communications
o requires a conscious and scientifically based approach
o includes non-verbal communication through sound and
music

7. Our offers are unique on the Russian market of
audiobranding
1. Audio identity for brands:
• Sound logo
• Sound theme for brand
• Soundscape for presentations & sites
• Jingle
2. Sound design & background music for commercial spaces:
• Big retail spaces and small boutiques
• Hotels
• Restaurants, cafes, bars
• Sport clubs and SPA-centers
• Etc.
3. Music for audio support of commercial videos
4. Any forms of cooperation between brand and music industry
representatives:
• Sponsorship
• Product placement
• Music events’ organization

8. Sound logo
Sound logo is the auditory analog of a visual logo. It is a short 2-5
seconds distinctive melody (or sound) that should communicate
the key idea of company and be easy to recall.
Sound logo (sogo) usually appears in the end of commercial and on
the corporate site.
The design of sogo should be based on objective approach. It is
proved that specific design characteristic, for example, the number
of tones in a sogo systematically create higher or lower customer
willingness-to-pay.
Examples:
1. BMW old sound logo:
http://www.youtube.com/watch?v=WINxpjoFiU0
2. BMW new sound logo:
https://www.press.bmwgroup.com/pressclub/p/pcgl/pressDetail.html?title
=new-sound-logo-for-bmwbrand&outputChannelId=6&id=T0137954EN&left_menu_item=node__220
5

9. Sound theme for brand
Sound theme for brand or brand soundscape is a
track, usually based on sound logo, which creates a
distinctive image of brand, communicate the key
information about the brand (such as
industry/market, innovative approach or ecological
awareness) and becomes a brand element and
hence a strategic tool to the company.
Example: soundscape for telecommunications
company:
http://www.soundid.ru/audiobranding/
Soundscape for presentation or site is usually based
on brand theme, but is designed as a background, in
order not to attract much attention and be suitable
audio support for communication.

10. Jingle
Jingle is a short tune, used in
advertising. It contains one or more
hooks and meaning that explicitly
promotes the product. Jingle usually
uses an advertising slogan and is
rhymed.
Example:
www.youtube.com/watch?v=9UWq26V0
1po

11. We offer an extended identity of your brand
We analyze the system of brand
attributes and choose the ones
appropriate for audio communication.
On the base of this analysis we create
audio identity, which reflects the
company image and could be
incorporated in many different forms of
communications.
This is how the strategic use of sound is
integrated into the organization

12. Sound design & background music for commercial
spaces
Background music is one of the most important constitutes of atmosphere
Background music
Fills the interior with
atmosphere
Communicates brand
identity
Influences
Enhances the
perception of
interior
Psychological and
physiological state of
consumers
and, therefore, their buying
behavior
Time
Real time: time, the potential
consumers actually spend in the
shop or wait for a free table in
the restaurant
Perceived time, for example, the
perceived time of waiting for
service or the perceived time
spent in the boutique

13. Atmosphere is of crucial importance in service settings
Functionally, most of the service companies
working in one market segment provide the
same offer
The competition shifts to the sphere of
selling emotions
Atmosphere becomes the criteria of
consumers choice
We visit restaurant not only for eating
…
We stay at the hotel not only to have a
roof over our head
…
We shop not only for buying

14. Sound design & background music for commercial
spaces
We make creative concepts and offer playlists according to the aims of
company and the identity of brand.
Our solutions include different options of music choice:
• Music composed for the particular project
• Music chosen from a wide range of music libraries
(international music libraries, such as Muzak, Amurco Music
etc.)
• Already existing music (lounge, soul, jazz, pop, rock etc.)
We provide legal support of our solutions in terms of intellectual
property rights: copyright and related rights.

15. Music for audio support of commercial videos
As a powerful mean of mood creation and communication of feelings and
emotions, music appears to be an important component of audio support in
commercials.
Music may have significant impact on audience perception of the brand and
enhance the communicational efficiency of the commercial
The interaction between music semiotics and brand identity enhances the
communicative efficiency of the commercial, providing the viewer with a clear
idea of the brand. The level of brand recognition is higher in those
cases, when the commercials are supported by music, selected according to
the key brand attributes.

16. Different forms of cooperation between brand and music
industry representatives
• Sponsorship
• Product placement
• Music events’ organization
Benefits of such forms of cooperation:
o Creates associations between brand and musician/group/music
event/radio station
o Forms the reputation of brand, incorporating cultural DNK
o Makes the brand a staple of music culture or subculture

17. Thanks for your time!
Our contacts:
www.soundid.ru
SOUND ID Audiobranding