Part one: conclusion

The three elements of sound give us an extremely large palette for sonic branding and technology gives us an almost limitless number of locations and media where the palette can be employed by a brand. Given the diversity of the opportunity, it is unsurprising that most brands are yet to approach their use of sound from a consistent brand perspective. The choices available are vast and the experience, information and research required to make the right choices are highly specialized. As a result, the vast majority of brands have a hotchpotch of sounds representing them. Approach almost any brand and you will discover that the sound for each touchpoint is completely different. Some of it is good and ‘on-brand’, some of it is bad and ‘off-brand’. Our clients most often ask us how we approach the difficult issue of creating consistency across the many media channels and physical touchpoints of a brand.