Stage one to three of the sonic branding engine are fundamentally concerned with how a brand seeks to identify itself in sound. These stages lead to the creation of a model and a set of internal management tools that can be referenced by all those who seek to represent a brand to its stakeholders; ad agencies, interactive designers, call centre managers and so on. It is important for all those in control of a brand touchpoint to take responsibility for the relationship they establish with the stakeholders and to ensure it is consistent with the brand and its values. It is crucial to this relationship that a sonic identity is referenced and for the framework it provides to be appreciated if a brand experience is to be effective. To make an analogy with visual branding, stages one to three create the typographic style, a logo and a framework in which these can be utilized. Stage four turns these visual elements into letterheads, uniforms and signage that all communicate something about the brand.
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Daniel M. Jackson
- Palgrave Macmillan UK
- Chapter 25