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Change, noted the Greek philosopher Heraclitus, is the only thing in life that is
constant; nothing is immutable and evolution must be the impetus of anything
that seeks lasting relevance. Thus, today’s advertising and media world of is one of
perpetual motion, where marketing focus has developed through sonic innovation and
the dynamics of branded sound to help facilitate the creation of unique, exceptional
and enduring commercial identities. Coupling the emotive versatility of music and
sound, Taniemusic’s design experts have a proven track record in the production of
instantly familiar compositions, tapering this accessibility with sufficient depth to create
lasting impressions and an innate flexibility to ensure that the resultant sound can be
effectively employed throughout a diverse range of applications and media. The most
predominant facet of the Taniemusic remit is Sonic Branding, the rising prominence of
this advertising practise shadowing the ever-widening pool of services that have
benefited from the intricacies of sound design.

As a primary function of sound design in terms of fundamental marketing requisites,
Sonic Branding is utilised to establish an audio framework for brands to embellish
more traditional marketing strategies and create unique, enduring sonic logos that can
be utilised across any established or developing media. Effective throughout the full
array of branding and campaign marketing strata, the processes of Sonic Branding
can form both the overall blueprint and grounding cornerstone of brand strategy,
which instils a bearing on commercial identity and clarifies overarching visions of
creative aspiration. However, it is not solely within the twin domains of advertising and
media that competent sound design can aid brand communication and the
configuration of corporate identity.

Consummate sound design extends clear of staid, standardised advertising devices
such as radio segments and TV jingles, which have saturated the commercial
environment and exhausted the potential for effective discourse between consumer
and brand. Sound design and the component processes of Sonic Branding extend
upward and beyond engrained advertising methods through their innate versatility,
power and concision. Whether it be mnemonic signatures for emergent online media
or more conventional industry platforms, sonic design can proffer an aural vista of
functional and navigational sounds in order to strengthen the cohesion between user
understanding and consumer familiarity. From websites to advertising, gaming to
voicemail and corporate idents to conference presentations: sound is key to
experience, making competent sound design essential. From vibrant primers to
ambient soundscapes that complement waiting rooms and commercial spaces,
sound design can underline business and design identities to augment and enhance
industry and consumer relationships. This latter concept of ‘shaping’ the mood and
atmosphere of physical space is instrumental in the future development of more
understated advertising discourses, implementing sonic designs that centre on subtle
tropes, quiet credibility and the sustained, emotive power of music to enhance a wide
range of locales and consumer environments.

Successful examples of sound design can be seen throughout the contemporary
business world, most notably in the three-note ‘Intel Inside’ musical signature and the
sonic coda of the globalised Windows software. The success of such ventures into
sound design has resonated within leading marketing spheres in terms of both its
commercial penetration and enduring consumer response, to the extent that similar
marketing strategies grounded in Sonic Branding and the wider accoutrements of
sonic design have risen to the forefront of 21st Century advertising. From Gap, Nike
and Starbucks to the ubiquitous ‘I’m Lovin’ It’ McDonalds campaign, corporations
and retailers alike are capitalising on the panorama of business and commercial
enhancements offered by the scope of sound design.

Consumers and companies are also are becoming increasingly aware of the extent to
which commercial environments; be it retail spaces, offices or waiting rooms,
are effectively improved through distinctive soundbed designs and inimitable musical
compositions. The power and influence of sound cannot be overstated, as Pavlov can
attest, and in client-driven environments holds the key to distinguishing companies
over their competitors. Sound and sonic design appeals to our most insistent and
emotive sensory capacities in ways that cannot be equalled by visual media, people
are aware of sound and music to an infinitely greater extent than they are of ocular
constructs such as the written word - the omnipresent nature of sound making it an
incredibly effective device when it comes to captivating attention and influencing
mood. Our ears are always active and the capacity of music to communicate in a
wordless, universal medium that speaks without borders of age, race or culture is
reflective of both sonic design’s innate commercial potential and the scope of
prospective sites for its application.

Oli Simpson

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