We were recently producing content for a client in the midst of a rebranding and we were trying to figure out which version of their branding package to apply to the videos while at the same time thinking about music to underscore the narratives and wearily reaching for the same stock music libraries…
It struck me that, for the same reasons that companies invest in distinct visual identities to distinguish their brand, including logo, typeface, palette, photographic style and specific guidelines for their use in every medium, they should also create a sonic identity with a recognizable musical theme translated into stings and beds for different uses. In fact, Toyota’s brand style guide does exactly that and they call it a “sonic signature”
Of course, big consumer brands that do a lot of TV advertising almost all have musical identities, sometimes an earwormy jingle (e.g. Pepsi, Coke, State Farm) and the idea of “earworm” is proof of how sticky and effective music can be. So, with social media and intranets giving all brands the opportunity to develop audio-visual identities, why don’t more companies use this powerful dimension – one of the five senses! – in branding?
I happen to have more to say about music in corporate videos right…here.
-Dewey Thompson