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The fight for brand attention is the toughest it has ever been, and it's simply going to get tougher day by day. We are now in a time of branding and advertising where creativity infused with big budgets and bold visual ideas goes the furthest, however, bold visual ideas can fall flat if not met with a subpar sonic experience. This is why we want to give you 3 solid tips to help your brand achieve a stronger sonic identity with relative ease... Let's dive in.
Know, love and understand your community
Do you really know your community? To create content that resonates and sticks, you must deliver something personal and meaningful to your audience. While this may seem obvious, taking the time to re-map your core audience can often uncover surprising insights you may have overlooked.
Your target audience could be evolving in ways you haven’t anticipated. Understanding who buys your products and why they do so is a powerful foundation. Take athletic wear as an example—there are countless brands offering similar benefits: performance, comfort, sculpting, sweat-wicking, and style. Yet, people gravitate toward specific brands because of how they make them feel. That emotional connection is the brand. How a brand presents itself, therefore, is crucial.
Take PUMA as an example. In 2024, they released a bold ad titled "FOREVER. FASTER. See the Game Like We Do." While it was visually striking and featured Marlena Shaw’s iconic music, its emotional impact was relatively understated. PUMA once reached a star moment with Usain Bolt but has since been working to redefine itself. As the global fitness partner of HYROX, PUMA has leaned into inclusivity and accessibility, which resonates with a broad audience. However, in the same arena as branding giants like Nike, this approach risks being overshadowed.
Now consider Nike’s recent campaign, "You Can't Win. So Win." With a Led Zeppelin track (supported by a robust budget), Nike embraced a grittier, more determined tone. The campaign showcased the unrelenting drive and aggressive focus of record-breaking athletes, pairing gritty rock music with a confident female voiceover (by none-other than Doechii) and evocative sound design—including lion growls. The result? A bespoke sonic landscape that exudes power and determination, perfectly aligned with Nike’s bold, aspirational identity.
While PUMA’s approach emphasises inclusivity and inspiration, Nike’s campaign feels fearless, tapping into the raw confidence of athletes who push boundaries. This sonic strategy not only pulls strongly among aspirational athletes but also casts a wider net. The subtle yet impactful differences between these strategies demonstrate how well-crafted branding can deeply shape audience perception and engagement.
For your brand, consider your tone of voice. Could the right voiceover help you connect with your audience on a deeper level? Is it time to be bolder with the type of music you use? Could bespoke audio, tailored to your audience’s preferences, elevate your content? Once you truly know your audience, you can create something that moves them—and leaves a lasting impact.
Move away from the trends
Trends have their place and can be a safe choice for brands aiming to maintain daily social activity. However, “safe” isn’t always the most effective option, especially in today’s fiercely competitive advertising landscape.
Stepping away from trends opens the door to bespoke sonic strategies that allow your brand to carve out a distinctive identity. These strategies go beyond surface-level content, strengthening brand authenticity and setting you apart. Bespoke sonic experiences can encompass everything from sound design and bespoke music to the perfect voiceover. Once a brand ventures into this space, it unlocks exciting opportunities to experiment, resonate with audiences, and realise deeper connections.
These stronger connections are often reflected in softer metrics, such as engagement rates (likes, comments, shares). Monitoring these interactions provides valuable insights into how activated your audience is—whether they feel inspired enough to engage and connect with your content.
Ultimately, moving beyond trends creates space for a unique identity that stands apart from the crowd. Just as you wouldn’t share your logo or copy with others, why would you share how you sound? A bespoke sonic identity is a powerful way to ensure your brand voice is unmistakable—and unforgettable.
Bring sound into the process early
Incorporating sound early in the creative process can dramatically shift the impact of your project, particularly in how it develops emotionally. While this approach is especially effective for larger campaigns, it can also be valuable for lightweight planning with some foresight.
When sound and visuals are developed side by side, they inform and enhance one another, creating a cohesive and dynamic result from the outset. This alignment can even shape the creative style of the content, ensuring it achieves the intended emotional and strategic goals.
For example, imagine a brand producing a powerful film to showcase a new product or service, targeting its most engaged audience. To capture their attention and draw them deeper into the brand world, the right emotional triggers are still essential. Whether it’s through a compelling voiceover, a bespoke song with a gritty edge, or evocative sound design, early integration of sonic elements can amplify the emotional impact. By engaging with sound early, brands gain another layer of emotional storytelling—a layer that audiences often rely on subconsciously to connect with the message.
Starting the sonic conversation early not only strengthens the brand’s sonic identity but ensures the final delivery feels harmonised with the visuals. Collaborating with a dedicated sonic production team can elevate the results of a campaign or project, transforming how it resonates with audiences.
Let’s create something unforgettable. Get in touch with Acre Green to explore how we can help you strengthen and define your sonic identity.
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