Australia is Resonating with Sonic Branding
The last three years has seen a global surge in sonic branding and many of Australia’s best loved brands are reaping the rewards.
In Kantar’s Australian Brand ranking, the top three most valuable brands – Commbank, Canva and Woolworths – all have distinctive audio assets that are applied consistently across every touchpoint.
Last month alone, brands such as Youi, Bupa and Twinings have unveiled their new sonic assets.
The company responsible for guiding all those brands mentioned on their sonic journey is Resonance Sonic Branding. This month it celebrates its third anniversary, and judging by its client list, it has good cause to celebrate.
According to Youi CMO Angela Greenwood (above), what sets the Resonance team apart is their strategic approach: “Resonance took us on a thoughtful, thorough and delightful journey to translate words on a page into the perfect sonic expression of our brand. Wonderful process, wonderful people, amazing result.”
Global private health insurer Bupa also debuted its new sonic branding as part of its new Healthcaring platform, through Thinkerbell.
Says Alexandra Silk (above), head of brand at Bupa: “Bupa has always had strong visual branding. And trying to complement this with a new sonic logo was no easy feat. Resonance helped us land a unique sound that’s injected greater warmth and optimism into our distinctive brand assets – the process and output exceeded our expectations.”
Resonance worked closely with Bupa’s agency, Thinkerbell, throughout the process and head tinker, Sean McNicholas (above), was also impressed: “Our collaboration with Resonance mixed science and creativity in a way that we love at Thinkerbell. The team took a deep dive into the brand and the category, then mixed in some magic to create a sound that is modern, warm, enduring and above all distinctive in the market.”
Says Ralph van Dijk (above), co-founder, Resonance Sonic Branding: “The biggest change we’ve seen over the last few years is the level of understanding of the benefits of sonic branding. This is why CMO’s across all sectors are making it such a priority.”
A recent Kantar study revealed brands with strong brand assets are winning. Assets including sound provide 76% higher brand power and 138% more advertising power. Brands are using sound and music to summon positive emotions and memories, allowing them to drive instant recall with their target consumers across various touch-points throughout the consumer journey.
Says Ramesh Sathiah, co-founder and ECD, Resonance Sonic Branding: “From creating a brand’s first ever audio logo to developing sonic systems for established brands, it has been exciting to work with a broad range of clients and challenges. Our strategic creative approach is really resonating and we are extremely grateful to all our brand and agency partners.”
Resonance would like to thank all its agency partners for three years of sonic success. They include;
View all of Resonance Sonic Branding’s work here: https://createresonance.com/our-work/