If the brand has a story, it has a sound.
Sonic ID sits with brand and product teams, finds that sound, and builds it into something recognisable everywhere the brand is heard.
One ladder, four rungs.
Sonic logo
The two to five second mark that closes a film and opens an app.
Single brandSonic ID
The identity system, carrying a sound for every product state.
Apps and journeysSonicverse
Custom sounds held consistent across the whole customer journey.
50+ touchpointsSonic architecture
Sound across sub-brands, with guidelines teams can run alone.
Multi-brand groupsThree phases, and a written brief before a note is played.
Brand and market research
Desirability framework, brand story, competitor sound and a curated sound board.
Sonic concept development
Moodboard, written brief, regional strategy, motif sketches and mixing.
Motif and integration
Final theme, platform adaptations, licensing, guidelines and handover.
Hear the ear before you hear the work.
A sound made for one brand belongs to that brand, so we keep it that way. What we love sharing is everything that comes before it: the ingredients, the listening, and the moment one sound turns out to be the right one. It is the best hour in the whole process.
The tasting
An hour with our co-founder and lead composer, online or in the studio. He goes through the ingredients he keeps on hand, plays them, and talks about what each one could do for a brand in this category. Closer to a coffee tasting than a pitch.
The build
Separate from the tasting and scoped on its own terms. Pick a rung on the ladder, and the three phases run from research through to handover.
Musicians who make the sound, and people who know the business it has to live in.
Sonic ID is a partnership between VoicesBazaar, an audio house in Mumbai, and Brand Content Strategy, a communications, operations and technology consultancy based in Pune.
VoicesBazaar brings the studio and the bench behind it. Session players, vocalists, arrangers and engineers in house, with the reach to bring in a named artist when a brief calls for one.
Brand Content Strategy brings communications science, with work on brand desirability and persuasion across more than sixty brands from pre-launch to enterprise in the EU, the UK and India.
Between them, the operating context, the buyer psychology, and how a sound has to behave channel by channel. That is why the sound arrives fitted to the business it belongs to.
Straight answers.
What is sonic branding?
Sonic branding is the design of a consistent audio identity for a brand, covering the sonic logo, brand music, product and interface sounds, and the guidelines that keep them consistent. A jingle belongs to one campaign. A sonic identity is built to outlast campaigns.
How does a sonic logo differ from a sonic identity?
A sonic logo is a single audio mark of roughly two to five seconds. A sonic identity is the system around it: adaptations for sub-brands, sounds for states such as success and failure, regional and language variants, and written guidelines.
How is an engagement scoped?
Scope follows the ladder. A single mark, a full identity with sounds for each product state, a sonicverse mapped across the customer journey, or architecture spanning several sub-brands. The three phases hold in every case, and the depth of each moves with the plan chosen.
Who owns the sound?
Rights and licensing get set out in the engagement, including perpetuity where a brand wants to own the mark outright. We also advise on registering the finished mark as a sound mark, which turns it into a defensible asset rather than a licensed one.
Is a sonic identity worth it for a brand that already has a jingle?
A jingle has a defined lifespan. A sonic identity governs how every future sound gets made, which is what keeps a group of sub-brands recognisably related over years.