Sonic Branding
SoundOut is widely regarded as the world leader in testing new sonic identities for brands and agencies
Your sonic identity
Our sonic branding testing services are regarded as the gold standard worldwide.
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Your sonic brand, or sonic DNA, will live with you for many years and be supported by significant marketing spend. Optimizing your new sonic brand pre-launch through objective testing will deliver a payback many times over by ensuring increased marketing effectiveness going forward.
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We work alongside multiple leading media and sonic branding agencies as well as directly with brands to test new and existing brand logos and anthems - measuring and benchmarking brand match, attributes, appeal, recall, distinctiveness, propensity to buy and many other key metrics.
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Our core expertise includes:
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Sonic logo testing
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Sonic logo/brand audits
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Competitor analysis/positioning
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Sonic brand extension/stretching
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Sonic brand tracking studies
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We test both explicitly (conscious response) and implicitly (subconscious response). Our proprietary methodologies are rooted in proven neurological science underpinned by a deep knowledge of strategic branding.
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In all sonic branding testing it is your brand, as defined by you, using our BrandMatch framework, that is the benchmark for the testing.
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We also test and track over 250 in market sonic brands with consumers every 24 months and this provides powerful benchmarking scales for the results, both generally and against your competitors.
All testing is done with real consumers – despite what some may claim, the best AI in the world is not yet capable of an accurate, granular emotional analysis of shortform music.
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We have access to over 250 million consumers worldwide, can test in any country and target any desired demographic or geographic area.
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How it works:
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Contact us for a no obligation chat
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We build a custom study to test with consumers for your input
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We recruit panellists, collect data, apply stringent QA and process the results
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We present detailed results, analysis and recommendations
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All in under 3 weeks
Sonic Identity
Testing
BrandMatch
Ensuring your sonic brand is perfectly matched to your brand personality
SoundOut BrandMatch is a powerful solution enabling brands to quantitatively benchmark the personality of their brand against the actual consumer perception of the brand personality communicated by sound, voice, messaging or marketing.
As with human relationships, the strength of a consumer’s emotional relationship with a brand is based on the resonance with, and respect for, a consistent brand personality. To build and retain brand equity it has never been more critical that sonic branding to be consistent in that relationship. Brands must ensure that every campaign, commercial, soundtrack, voiceover and digital asset underpins and reinforces those emotional brand values.
BrandMatch enables you to accurately measure the personality associated with any piece of sound media, be it a song, a video, a marketing message, a voiceover or imagery – and then demonstrate precisely how close a match it is to your brand – as defined by you.
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You define your brand personality benchmark
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First the brand, or its partner agency, ‘defines’ the brand personality via a simple yet powerful online tool. Next, we ask several hundred individuals in our panel to do the same, on a piece of media content the brand is considering using. The resultant outputs are passed through a number of proprietary algorithms and the output reveals the closeness of personality match – and identifies where and why there is misalignment, either generally or by any desired demographic.
The process for understanding consumer perception of your brand DNA takes around 24 hours and is fully automated via the SoundOut platform.
You define your brand personality benchmark
First the brand, or its partner agency, ‘defines’ the brand personality via a simple yet powerful online tool. Next, we ask several hundred individuals in our panel to do the same, on a piece of media content the brand is considering using. The resultant outputs are passed through a number of proprietary algorithms and the output reveals the closeness of personality match – and identifies where and why there is misalignment, either generally or by any desired demographic.
The process for understanding consumer perception of your brand DNA takes around 24 hours and is fully automated via the SoundOut platform.
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The science behind BrandMatch
BrandMatch is inspired by rigorous academic methodologies (Asmus 1989/Aaker 1997/Müllensiefen 2014), re-engineered via machine learning technologies and now fully automated within the SoundOut panel platform.
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Our SoundOut panel platform was used to collect over 5,000,000 inputs from 500,000+ consumers on 212 personality attributes applied to hundreds of music assets. We then mapped all the complex matrix correlations between every attribute tested in the context of music and emotions. We then used advanced data science techniques to identify the 14 adjectives that statistically captured over 95% of the emotional variance of the 212 attribute set.
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The process also calculated the appropriate weighting for each word. These 14 personality attributes were then statistically grouped into 6 distinct ‘components’.
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​The result is a uniquely powerful quantitative tool that is now being widely used by leading branding agencies and FMCG businesses. As a result clients can launch campaigns in the confidence that the music being used is aligned with their core brand personality/positioning and that the ROI will meet or exceed internal targets.
Don’t risk being subjective – identify the strength of your BrandMatch
As a result of the rigorous science and in-depth testing, clients such as Amazon, eBay and GSK have access to a sophisticated yet simple to use visual tool, that ensures the creative process stays true to the brand. This testing is used to test how well any music asset matches the core brand personality. By using BrandMatch you will remove the risk of subjectivity from the process and be certain that whatever sounds you create are true to your brand DNA.
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To find out more, listen to our webinar in partnership with Brandingmag:
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Masterclass: The art and science of sound for your brand
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Learn how to make the most of sonic branding in an open discussion between four internationally recognized experts
Contact Us
You can now measure the impact of sound. Whether you're creating a sonic identity or finding the perfect advertising soundtrack, get in touch to help guide and validate your decisions.
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