Settle into the top of mind of the society. This is the primary challenge that companies hope to achieve in their brand strategies. An increasingly affordable challenge as disciplines aimed at transferring corporate identities through multiple sensory pathways are consolidated.
A brand can be expressed through a story, a logo or a slogan, but it can also through a smell –olfactory mark–, a taste –taste mark– or music –the sound mark–. The latter is, according to experts, a field still in the process of consolidation in Spain and that will continue to grow in the coming years.
The leading French company in audio branding, Sixième Son was one of the first that decided to settle in Spain in 2013 to exploit this matter, until then, unknown or erroneously interpreted by the organizations. today they have presence in Barcelona and Madrid and have been creators of sound identities for companies such as FC Barcelona, Vueling, Endesa or Naturgy, among others.
Its co-founder and managing director, Ramón Vives, economist and musician, tells DIRCOMFIDENCIAL that audio branding is “a strategy with a comprehensive vocation, which helps transfer brand attributes to sound in an original and unique way”.
Where do you start to build a sound identity? The first step is not music. The expert assures that “many companies believe that this process begins with music and the first thing is to think about the brand. To create a good sound identity you have to be very clear about your brand, attributes and targets”. From there, Vives points out, a methodology is developed hand in hand with the client until achieve a piece consistent with the corporate purpose. A process that usually lasts around three months, although they indicate that they have worked on projects lasting one year.
RENFE, Línea Directa or Mercadona, benchmarks in musical identity in Spain
Vives recognizes that “there are great Spanish brands that believe they have a great sound identity when in reality what they have is a simple piece of music. For example, a great Spanish sports brand, organizer of championships, has this problem. He claims to have a sound identity when it is not adapted to his reality”. “There are great brands without their own sound identity, which are not explained effectively,” she says.
On the contrary, the specialist mentions as sound identities referring to RENFE, in his opinion, “very consistent in its sound brand”, Direct Line that “has been around for many years” or Mercadona.
The managing director of Sixième Son España explains that one of the recent success stories they are most proud of is the creation of the Mapfre sound brand. “In 2021”, says Vives, “this company wanted to go one step further, define a purpose to rejuvenate its brand. He wanted to use music as a lever to transfer a new position and perceive himself closer, modern and transformative.”.
The agency of audio branding he got down to work until he achieved a composition that “translates movement, optimism and human interactions”, which is already reproduced on various channels accessed by different stakeholders. “The sound identity has been fully integrated into the brand strategy. She is more empathetic, emotional and closea”.
The sound identity of Mapfre, made by Sixième Son España
Vives considers that the The automobile sector has traditionally been one of those that have had the most sound presence while at the entertainment or sport they still have a long way to go. “All clubs have their anthem but they could go further. We are detecting a lot of movement in this field,” he says.
One of the main trends detected in this area has to do with the growing business commitment to technologya phenomenon thatis changing the instrumentations and the type of creations”. Vives believes that this subject is going to be consolidated in a context in which, in his opinion, “we are surrounded by sounds that alert us and communicate”.
Sixième Son is present in 9 countries and has a global workforce made up of more than 40 employees, of which 3 work in Spain –in addition to Vives, managing director, a Business Development and a Product Manager–.