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The art of sound branding

Aktualisiert: 16. Nov. 2021

Our Managing Director Stephan Vincent Nölke talks in an interview on ndion about the extensive possibilities of using sound branding - from the classic sound logo to acoustic brand elements in podcasts and apps such as Clubhouse or Stereo.

The following is an excerpt from the article by Gina Block, GMK Markenberatung:

"The sound makes the brand: Why Soundbranding is indispensable"

The art of sound branding

"As exciting and promising as this all sounds, composing an effective and memorable sonic identity is a significant challenge. A lot of different factors go into developing a sonic identity. Above all, the company’s brand codes need to be expressed through its sound branding. Even small decisions – like whether to use major or minor keys, thirds or fifths and diminished or augmented chords, as well as the choice of instruments – can significantly influence the overall tenor of the brand’s sonic identity. The target group, along with their musical tastes and habits, also need to be considered when developing the sound branding. As such, it is clear that if brands want to benefit from an effective acoustic DNA, they need to engage sound branding professionals to develop it."

Stephan Vincent Nölke is one of the most sought-after experts for strategic Voice/Sound branding.

Sound branding should be a 360-degree experience

"As already discussed, brands should take full advantage of the opportunities offered by the wide-ranging field of sound branding. Only when sound branding is conceived of as a 360-degree experience using modular elements can it be applied across all areas and be easily adapted and expanded to suit any situation. This is illustrated by one of comevis’s examples of best practice: the sound branding developed for Yello. From traditional TV and radio ads to the sounds users hear in the app all the way through to the company’s targeted festival ad, Yello’s sonic identity has been fully thought-out and can be added to as necessary using its modular sounds.

What’s more, sound branding isn’t limited to B2C marketing. Despite what many decision makers for brands in the B2B sector may think, it is precisely here that sound branding can make a big difference. While brands focused on the B2C market were the first to take notice of sound branding, all that has changed today. More and more B2B and Mittelstand companies – such as Amprion, Camlog, Velux, Wilo and Oventrop – now benefit from sound branding strategies."

Sound branding means variety

"Given all these possibilities, one might wonder why not all brands have fully embraced sound branding. According to Stephan Vincent Nölke, branding agencies sometimes fear that using sound branding will compromise their ability to be creative. But Nölke says that’s not the case: “As sound branding specialists, we design and develop concepts and architectures in which the modularity and functionality of sound design plays a decisive role, allowing it to be implemented across different types of media.” On top of that, the full scope of sound branding needs to be used more effectively. “Far too often, people assume that sound branding consists of a jingle or single piece of music. Nowadays, however, only a modular, corporate sound structure with a comprehensive library of sounds will do. After all, every point of contact has its own sound requirements, and the range of media applications that need to be orchestrated in line with brand identities is growing, not shrinking,” continues Nölke."

Source: Full interview and article on ndion

Stephan Vincent Nölke


"The brand sound is the core of a convincing brand experience. In times of digitalisation, it is more important than ever to experience the brand, especially auditively."

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