7 Deadly Sins of Sonic Branding
Here at soundlounge, we’ve been working with brands to understand and develop their sound branding for nearly three decades. We’d like to share some of the most common sonic branding sins and some simple strategies you can apply for absolution.
1. LUST – Being seduced by the Music Industry. Being offered a link up with an iconic artist or a hit song can seem irresistible. And it’s true that well-known tracks in a commercial can create an instant emotional connection with consumers. But if the popularity of the song overshadows the advertiser’s message and consumers remember the song and not the product, it can prove to be a very expensive liaison.
SOLUTION: Resist the temptation to just look for hit tracks and big names. Have plan B and C and consider music from unknown or emerging artists; explore library music or commission an original composition. Re-record/re-invent an existing copyright so that you incorporate your brand sound DNA. Challenge and rationalise creative choices against fees and costs.
