Sonic Branding might be an unfamiliar term. It was to Telstra when they were rebranding in 2012.
I took the opportunity to pitch the concept of sonic branding during their ‘colours’ rebrand.
Leading with their most compelling sonic touch-point, the ringtone, I designed a new mobile device sound preset package that translated Telstra’s ‘colours’ into six ringtones, six message alerts and a startup tone. Each ringtone corresponded with one of the ‘colours’ aesthetics.
Part of the pitch was to describe how 60% of mobile users keep their preset ringtone, stressing its importance as a hardwired brand recognition point.
The sonic brand went to market in 2012 and is still installed on four million phones per year. The composition has been touted as ‘the most listened to piece of music in Australia’.