How to curate the perfect soundtrack for your brand's visual identity

In the ever-changing world of digital content creation, your brand's identity is no longer confined to visual elements alone. In 2024, the auditory experience has become crucial to crafting a cohesive and memorable brand presence.

Music and sound have the power to evoke emotions, set the tone, and leave a lasting impression on your audience. While brands might have once limited this to an audio logo alone, they're increasingly developing a full sonic identity, covering everything from UI audio elements to background music.

Just as visual elements like logos and colour schemes create recognition, a well-crafted sonic identity can instantly trigger brand associations and emotional responses. Hence, the rise of sonic branding: the strategic use of music and sound to reinforce a brand's identity and values.

In this article, crafted in partnership with Epidemic Sound, we'll explore how to curate the perfect soundtrack that aligns with your brand's visual identity.

Defining your brand's sonic personality

First things first. Yes, we know you want to dive into the fun stuff of picking the right music and sound effects to represent your brand. But first, you need to think about the fundamentals and define your brand's sonic personality. This means considering several factors.

1. Brand values and messaging

Reflect on your brand's core values and the message you want to convey. Is your brand youthful and energetic or sophisticated and refined? Does it emphasise innovation, tradition, or a blend of both? Your sonic choices should reinforce these attributes.

2. Target audience

Consider your target demographic. For instance, a brand targeting Gen Z and Gen Alpha might lean towards contemporary electronic genres. In contrast, a luxury brand for older professionals might opt for classical or jazz-inspired sounds.

3. Industry and competitors

Analyse the sonic landscape of your industry. Yes, you want to stand out from the crowd, and there's no reason to copy what others are doing. But at the same time, understanding common themes can help you create a soundtrack that feels appropriate yet distinctive.

4. Emotional impact

Determine the emotions you want your brand to evoke. Do you aim to inspire, excite, calm or reassure? Different musical elements can trigger specific emotional responses.

Translating visual identity to sound

Fairly obviously, your brand's visual identity itself provides valuable cues for developing its sonic counterpart. But less obvious is how, in practice, you bridge the gap between the two. There's no "right answer" here; it's largely about experimentation and seeing what works, but here are some good places to start.

1. Colour palette to tonal quality

Try translating your brand's colour palette into musical tones and see what happens. For instance, bright, vibrant colours might correspond to major keys and upbeat tempos, while muted or cool tones could suggest minor keys or more subdued arrangements.

2. Typography to rhythm

The style of your brand's typography can also inform the rhythm and pacing of your music. Bold, sans-serif fonts, for instance, might translate to strong, steady beats, while elegant serif fonts could suggest more flowing, melodic compositions.

3. Logo design to musical motifs

Elements of your logo design can inspire musical motifs. A circular logo might be represented by cyclical melodies, for example, while angular shapes could be reflected in staccato notes or sharp transitions.

4. Brand personality to instrumentation

How about using your brand's personality traits to guide instrument selection? For instance, a tech-forward brand might favour electronic sounds, while a nature-oriented brand could incorporate organic instruments.

Reasons to use Epidemic Sound

Looking for music and sound effects to help craft your brand's audio identity? Epidemic Sound stands out in the crowded field of music licensing platforms and provides unique advantages for designers, agencies, brands and independent creators. Here are some reasons they're the perfect fit for designers and brand managers.

1. A vast library

With over 40,000 tracks and 90,000 sound effects, Epidemic Sound provides an extensive selection to suit virtually any brand aesthetic. By using their easy search tools to scour this vast library effectively, you'll soon find the perfect sound for your project, regardless of genre or mood.

2. Flexible licensing

Epidemic Sound's licensing model allows for the safe use of music across multiple platforms, including influencer content. This flexibility is crucial for brands with a diverse digital presence, ensuring consistent sonic branding across all channels.

3. Customisation with stems

One of Epidemic Sound's most popular features is access to stems, which allows unprecedented control over the final sound of a track. Stems are individual components of a song, typically categorised into melody, instruments, drums, and bass. This feature enables brands to tailor music to their specific needs, removing or emphasising certain elements to perfectly align with their visual content.

4. User-friendly interface

Epidemic Sound's intuitive search functionality makes finding the perfect track a breeze. The platform's advanced search features enable you to filter tracks by tempo, energy level and instrumentation, streamlining the selection process.

5. Expert curation and support

For enterprises and businesses seeking a more tailored approach, Epidemic Sound offers personalised support and music services. Their experts can assist with everything from custom music curation to sonic branding strategies, ensuring your soundtrack aligns perfectly with your brand identity.

Strategies for effective sonic branding

Want to make the most of Epidemic Sound's offerings and create a compelling sonic brand identity for your brand? Then here are some tried-and-tested strategies to consider.

1. Match the mood

Utilise Epidemic Sound's mood filter to quickly find tracks that align with the emotional tone of your visuals. This ensures consistency between what viewers see and hear, reinforcing your brand's message.

2. Experiment with genres

The key to a successful sonic brand identity is consistently using recognisable styles or genres across your content. This consistency helps build recognition and reinforces your brand's personality over time.

However, if your audio gets too homogenous, there's a danger it can become repetitive and boring. So don't be afraid to try unexpected musical styles to create contrast or add interest to your content within reason. Epidemic Sound's diverse library allows for creative exploration that can set your brand apart.

3. Customise your tracks with Stems

Take full advantage of the ability to customise tracks by removing or isolating specific instruments or elements. This level of control allows you to fine-tune music to fit your visual content and brand identity perfectly.

4. Align with trends

Explore Epidemic Sound's trending tracks to keep the audio elements of your identity current, especially for platforms like TikTok, where music plays a crucial role. This can help your brand stay relevant and engage with younger audiences.

5. Enhance storytelling

Use music to underscore key moments in your narrative, building tension or providing resolution as needed. The right soundtrack can dramatically enhance the emotional impact of your visual content.

6. Incorporate Sound Effects

Even if you're focused on music, don't overlook Epidemic Sound's extensive library of sound effects to add depth and realism to your content. Subtle audio cues can significantly enhance the overall sensory experience of your brand.

Conclusion

Curating the perfect soundtrack for your brand's visual identity is a powerful way to create a cohesive, multi-sensory brand experience. By carefully selecting music that aligns with your visual elements, values and audience preferences, you can create a distinctive sonic identity that resonates with your target market.

Remember that your brand's soundtrack is not just background noise: it's an integral part of your identity, capable of forging deep connections with your audience and leaving a lasting impression. Epidemic Sound's vast and diverse library, combined with popular features like stem access and flexible licensing, offers you the tools you need to achieve this goal.

As you embark on this sonic branding journey, approach the process with creativity, strategic thinking, and a willingness to experiment. With Epidemic Sound's resources at your disposal, the perfect soundtrack for your brand is waiting to be discovered and shared with the world.