Case Study Example – Audio
Branding
Client: Holiday International (‘Holiday
International’ is a name created by PBA in
order to explain the process of audio
branding in this case study)
Audio Branding Company: Phoenix Benedict
Aesthetics cc
In an industry where
every frame and sound matters, Phoenix
Benedict will help you create exciting
audio branding to set you and your client’s
product octaves higher than any other.
This service relates to commercial audio
environments (malls, shops, banks,
customer-based services, car dealerships,
telephone ‘on hold’ music, galleries, theme
parks, etc.), visual adverts, film, TV and
radio series and programmes, as well as
artists who require a specific ‘sound’ that
will serve over a period of time as an
identity marker in the local and global
multi-media industries.
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Holiday International
Job
Description:
Create a 3” to 5” Audio Brand Identity
(melodic, harmonic and rhythmic patterns
with main signifying timbre [instrument
color]) with potential/suggested relating
musical contexts for an audio brand identity
signifying the Holiday International
umbrella brand to be presented at the end
run of a variety of Holiday International
Casino and Resort adverts for national
(South African) radio.
Target Audience
Description:
Top socio-economic demographic, with excess
income expenditure, interested in investing
in high-end luxury, and a highly personal
and multi-modal leisure experience, whether
a once-off exhilarating Holiday
International Casino thrill, or a care-free
time of reinvigoration at a leisurely,
world-class Holiday International Resort.
Holiday International
Brand Elements: Holiday International is known to the South
African public as an African experience
comprising world-class leisure that includes
a huge variety of casino’s and holiday
resorts. When it comes to tailor-made
leisure experiences, Holiday International
is as focused on the family as it is on the
individual. These luxury holidays and
casino’s focus on nurturing messages that
might read as ‘We know how to take care of
you and your leisure needs’ and ‘when you
are here, we’ll take your cares away’.
Three audio brand signifying identities have
been created for Holiday International:
A] Audio Brand ID ‘Circular’
B] Audio Brand ID ‘Expanding’
C] Audio Brand ID ‘Sigh’
These descriptions are based on the most
prominent audio signifier in this sonic
identity – the melodic pattern. Melodies
contain both harmonic and rhythmic features,
and are more easily ‘picked up’ and
‘digested’ by the average listener.
The listeners’ ability to connect to the
emotional and cultural messaging
communicated via these suggested Audio Brand
Identities, needs to be on a low to
mid-average level - meaning that the amount
of energy required of the average person to
psycho-somatically ‘consume’ these suggested
audio signifiers should be on a par with
other brands like Nivéa, Toyota, BMW,
McDonalds and SABC 3, who have their own
sonic ID’s. The average listener who will be
enticed by these ads will probably be within
the target range of the selected
socio-economic demographic, which means they
will be educated, used to deciphering
cultural codes on a sub-conscious level and
interpreting them meaningfully, as well as
relating successfully to Holiday
International’s brand promise on an
emotional level, via the audio branding
signifiers.
The two various narrated voice-overs should
preferably be a deep, low-range black male
voice and a flowing, low to mid-range white
female voice – depending on what kind of
musical context is given to the Audio Brand
Identity by the selected music producer and
creative director.
Overall Melodic and Rhythmic features:
The Melodic Signifiers in each of the three
suggested Audio Brand ID’s are basically
focused on relaying a message of
exclusivity, memorability and simplicity.
The element of simplicity is also adhered to
in the rhythmic patterns (Rhythmic
Signifier) used in the Melodic Signifier:
regular patterns with one point of deviation
for the sake of creating interest and
memorability: M–S–S–M–M–M.
Overall Harmonic and Timbral (Sound Color)
features:
The Harmonic Signifiers that were used in
Audio Brand ID ‘Circular’ and Audio Brand ID
‘Expanding’ are based on a pitch-set called
the Aeolian Mode (which is being extensively
used in both ‘classical’ and in contemporary
pop music) but ending the harmonic pattern
in a Major (‘Up’-sounding) Chord – which
signifies ‘coming home’, ‘release’,
‘relaxation’, and ‘confidence’. The main
timbre of the Audio Brand ID is the acoustic
grand piano; few other timbres can be
associated with such class, fluidity of
style and effective emotional expression.
The various ranges of the piano is also
explored in these Audio Brand ID’s in order
to establish the best range and context in
which to utilize these suggested audio
signifiers, in terms of the clients’ brand
promise.
A] Audio Brand ID ‘Circular’: I call this
signifier-set ‘Circular’ because of the
Prime Signifier (the melody) basically
starting and ending on the same note, whilst
creating a sine-wave graph contour.
Introducing the Main Melodic
Signifier of the first suggested Audio Brand
ID; harmonic accompaniment is absent here to
highlight the pure melodic signifier. The
aim here is to present the first Audio Brand
ID in its primary pitch-and-rhythmic
patterned contour before other timbres are
added onto it later.
The Main Melodic Signifier is heard
again, yet this time in a higher range that
creates a sense of ethereal bliss – a
concept related to the perceived Holiday
International brand.
A Harmonic Signifying Pattern is
introduced with the Main Melodic Signifier –
now sounding in the mid-range again. The
Harmonic Signifier is oscillating between
two harmonic chords in the Aeolian
pitch-set: chord-6 moving up to chord-7
(creating feeling of movement and tension in
music), and returning back to chord-6
(creating a sense of returning ‘home’). Both
these chords are what we call Major-sounding
chords, which means that they both carry a
higher
frequency that in turn vibrates with a
higher frequency in the listeners – as
opposed to a lower frequency chord such as a
minor or a diminished chord, which in turn
most of us associate with sad or depressing
music (lower internal/ structural
frequencies) and states of emotion (lower
frequencies).
With this Audio Brand ID I decided
to look into the mystical/ magical arena for
the sake of experimenting with the
signifiers. The pitch-set that I used here
was not the Aeolian but the Mixo-Lydian –
which in turn is used vastly with adventure
and fantasy movies, as well as in adult TV
shows such as ‘Desperate Housewives’ (Marc
Cherry: 2005-2007). Both chords used in the
harmonic progression are major type chords,
which mean that they contain a higher
frequency which in turn stimulates a
‘happier’ or ‘more conducive to receive a
message’ emotional state. The range I chose
on the piano is the high range that brings
out the pregnant magical resonance and the
emotion of ‘I am safe’ and ‘anything is
possible’ – also elements that relate to the
Holiday International brand promise.
I returned to the Aeolian
pitch-set, and explored a darker, more
rooted harmonic progression. This harmonic
progression consists of three chords in
succession: chord-4 (‘minor’ chord type =
lower frequency), moving upwards to chord-5
(‘minor’ chord type = lower frequency), and
then coming to rest on chord-6 (‘major’
chord type = higher frequency). I found the
progression satisfying in that the last
chord balances out the energies of the first
two chords, and also in that the last chord
serves as resolution for the darker modal
(major-minor) frequencies of the first two
chords.
In this track three chords also
form the Harmonic Signifying Pattern, yet
where in Track 5 the first two chords were
minor chords resolving into a major chord, I
chose to make this track a bit ‘brighter’ by
starting off with a major chord (Aeolian:
chord-6), moving down to a minor chord
(Aeolian: chord-5) and then resolving in a
major chord (Ionian: chord-1). I prefer this
Harmonic, Melodic and Rhythmic Signifying
unit because I feel that the intricate
tension and resolutions state typically what
the Holiday International brand is about:
‘when you are experiencing tension and
hardship in your life, come use that
well-earned money you have to let us take
really good care of you by providing the
best local yet world-class leisure that we
can muster’.
This Track is also a strong
candidate to serve as Audio Brand Signifier
in that the Harmonic Signifiers are based on
three consecutive major chords, which means
the only sense of tension that is
experienced is in the movement from one
‘happy’ chord to the other. The pitch-set is
once again the Aeolian mode with chord-6,
ascending to chord-7 and resolving on
Ionian: chord-1.
With this Track I ventured into
creating a variant on the melodic pattern I
have used so far, yet the Rhythmic and
Harmonic Signifiers are still intact, and as
a matter of fact the Harmonic Signifiers are
the same as for Track 7. This Track sounds a
little more resonant, yet perhaps also a bit
more sentimental.
This Track is the same regarding
all Prime Audio Branding Signifiers as for
Track 8, yet the tempo has been increased,
and the left hand (lower pitches)
accompaniment figure has been embellished to
create a little more vibrant energy.
Similar to Track 9, Track 10 also
boasts the same Audio Branding Signifiers
yet besides the tempo increase that is a
little enhanced, the overall energy is given
a lift by incorporating more defined left
hand (lower pitches) accompaniment as well
as a more vibrant ornamented flair in the
right hand (higher pitches). The message
aura here is gentling yet confident.
Here I have used the three-chord
progression that was used in Track 5
(Aeolian: chord-4 [minor type] ascending to
chord-5 [minor type], and resolving in
Ionian: chord-1). This time the near-full
range of the grand piano is explored with a
combination of well-spaced harmonies
throughout the various ranges of the piano
keyboard and an exciting, fast-paced
embellishment that exudes vibrancy and an
emotional statement of affirmation and regality.
This suggested musical arrangement
gives an idea of how the piano-based Audio
Brand ID Signifiers can be translated into a
more refined cultural-specific context with
the use various cultural-specific Timbral
(sound color) Signifiers.
Here is another suggested musical
arrangement. The idea of ‘many adventures’
had me thinking: what would happen if we
combine the music context of African and
Asian – suggesting the variety of leisurely
experiences to be enjoyed at any Holiday
International Casino or Spa worldwide. This
track combines Marimbas, Pennywhistles,
Asian Drums and Tam-Tam (Gong) as well as
Oboe and Strings in one exciting sound of
adventure.
B] Audio Branding ID ‘Expanding’: I call
this Signifier-Set ‘Expanding’ because the
first note of the Prime Signifier (the
melody) and its last note is quite a
distance apart. There is a significant leap
in the melodic line, which creates an
ascending saw tooth-wave contour. This leap
in the middle of the melody and the fact
that the melody ends an octave (8 notes)
higher that it started, is significant in
that it communicates that Holiday
International is a ‘cut above’ all the other
leisure resorts and brands, and in a similar
fashion that if the listener identifies with
the brand, the listener is also then a ‘cut
above the rest’ by association – and that
means the listener can buy into the brand on
a sub-conscious level.
The grand piano is used as Timbral
Signifier, and the Harmonic Signifier is
based on Track 7’s harmonic progression (the
Aeolian mode with chord-6, ascending to
chord-7 and resolving on Ionian: chord-1),
and the Melodic Signifier is the altered
Melody including the significant leap and
the higher ending pitch.
The Melodic Signifier is used in
the middle range of the grand piano, which
evokes a more emotive, and resonant energy.
The Harmonic Signifiers are based on those
used in Track 6 (my preferred Harmonic
Signifying set): a major chord (Aeolian:
chord-6), moving down to a minor chord
(Aeolian: chord-5) and then resolving in a
major chord (Ionian: chord-1). This is a
strong set all-round and would be my other
personal primary choice (besides Track 6).
It conveys a clear message of structured
emotion, a connective ambience and is
culturally relevant to both the client and
the target audience.
A suggested musical arrangement
(to obviously be done by a producer) states
the versatility of these Audio Brand ID
Signifiers, that can be transformed into
various contexts and still retain their
unifying ID, which is crucial for any Audio
Brand ID. The instruments (Timbral
Signifiers) are both acoustic and electronic
which is another audio branding trend (BMW,
Mercedes) of luxury commodity and lifestyle
brands. Percussion is included (sampled) to
heighten the energy transference of the
audio brand, yet it is not at this stage a
qualifying feature of the Audio Brand ID
(the music producer and creative director
might want to make that call once the final
drafts are presented and discussed). Audio
Brand Signifiers are all the same as for
Track 15, yet the Timbral Signifiers and the
accompaniment rhythmic patterns are more
evolved – it adds value to the whole
listening experience.
Here I opted for a suggested
musical arrangement that is bright, light
and exotic (magical, ethereal,
fantasy-like). The Audio Brand Signifiers
are all the same as for Track 16, yet the Timbral Signifiers (instrumental colors) are
adapted with more rhythmic variation in the
accompanying instruments. Once again I
merged both acoustic and electronic
instruments to create a vibrant and
unique-sounding Audio Brand ID that carries
an empowering message.
The same Audio Brand ID is used in
a more vibrant and resonant musical
arrangement. This arrangement is brighter
and more likely to be targeting a female
audience.
Another musical arrangement of the
same Audio Brand ID is used here; this time
a more masculine energy is created via the
inclusion of the percussion, brass and more
‘aggressive’/’marcato’ strings.
C] Audio Brand ID ‘Sigh’: I call this
Signifier-set ‘Sigh’ because it descends
step-wise in a regular rhythmic pattern,
which in ‘Classical’ music we associate with
a ‘sigh’ or a wish and in this audio
branding context Holiday International
grants you your wish.
The ‘feel’ and texture of the
third Audio Brand ID is more traditionally
African, seeing that Holiday International
is after all an African-based brand. The
grand piano is used to clarify the Melodic
(‘Sighing’), Rhythmic (triplet-based), and
new Harmonic (now solely in Ionian mode,
i.e. a ‘Happier’ mode) Signifiers.
Here is an example of a musical
arrangement of these Audio Brand Signifiers.
The Timbral, Melodic, Rhythmic and Harmonic
Signifiers work together to signify a more
traditional African energy in a commercial
brand. The tempo is fast-paced, the mode is
‘happy’, the message is a positive and
attractive energy that creates an impression
with the listener that will linger.
The third Audio Brand ID is
contained at the end of this short example.
Instrumentation includes Djembe drums,
pizzicato Strings, Pennywhistle and a
synthesized bell sound. The energy is
vibrant, traditional yet contemporary.
This track offers a more sustained
exploration of the third Audio Brand ID in
terms of instrumentation and mood. Strings,
Marimba, Kalimba, Harp and Pennywhistle are
used in a variety of riffs based on the
third Audio Brand ID, which also shows how a
cellular audio brand can be developed into a
song, an instrumental track or a soundtrack
for telephone-music, for example.
Conclusion:
In order to create Audio Brand ID’s one
needs to know the target audience’s codes
and the specific message that the client
wants to convey. I made use of the Holiday
International Brand values and promise in
the beginning of this profiling and also
based my Audio Branding Creation on that
premise.
As stated earlier, the Audio Brand ID
consists out of four Signifying entities
that, when they are used together, create a
striking Audio Brand. The most important of
these four Signifying entities is the
Melodic Signifier on which I spent a good
deal of information to show why I chose
certain melodies and what they convey to the
listener. The same goes for the other three
Signifying entities: each is chosen
specifically to convey a certain message of
desirable clarity, memorable attraction and
emotional connection. The Timbral Signifiers
may vary depending on the Music Producer and
the Creative Director, yet my point is that
if you choose a Timbral Signifier you should
stick with it for at least 6 months or until
the target audience associates the brand
with the Audio Brand ID; only then the
Timbral Signifier can be altered if it adds
value to the branding experience.
Feel free to ask any questions about my
audio branding process, as well as about
ways some of the presented Audio Brand ID’s
can be altered if necessary.
