Explaining Key Terms in Sound Branding

Sound branding is an essential aspect of modern marketing. As such, it is essential to understand the terminology used in the field. Below are some key terms and their definitions to help you understand how sound strategy can help your brand.

Corporate vs. Brand

The term "corporate" refers to the entire organization, while "brand" refers to a single product or service. For instance, Proctor & Gamble's design guidelines are summarized in its corporate design, while the Pampers brand has its own brand design. While corporate and brand can be interchangeable for brands that relate to the company as a whole, one speaks of "corporate sound" or "brand sound" to differentiate between the two.

Corporate Sound

The acoustic dimension of a corporate design is reflected in the sound identity of a company. Corporate acoustic and corporate audio are synonyms for corporate sound.

Sound Architecture

Sound architecture explains the relationships and functions of the key elements of sound branding. It is the only way to create a unique and innovative sound identity that stays consistent through all touchpoints.

Sound Identity

The sound identity forms the basis for the acoustic appearance and use of core elements in sound branding. Synonyms for sound identity include sound DNA, audio identity, acoustic identity, sonic identity, central acoustic idea, acoustic trademarks, and acoustic profile.

Sound Manual

The sound manual contains guidelines for all sound elements, their use, modifications, and extensions in all applications. Synonyms for the sound manual include sound style guide, sound guide, acoustic design manual, and sound guidelines.

Customer Journey

The customer journey describes the individual cycles or touchpoints that a customer goes through with a brand.

Sound Moods

Sound moods are essential communication and presentation tools. They support the development and communication of acoustic ideas, often serving as the basis for gradual implementation of final sound elements.

In conclusion, understanding the key terms in sound branding is crucial for creating a unique and memorable sound identity for your brand. By utilising these definitions, you can develop a successful sound branding strategy that resonates with your target audience.

Donald "Icon" Medder

Soundtrepeneur-Sound Branding Strategist-Sound Designer-Composer