Don't forget the power of sound when it comes to identifying a brand
Sonic branding is an often-underappreciated aspect of branding, yet it plays a powerful role in shaping how users remember and interact with brands. Music has a unique ability to evoke emotions and create memorable experiences, making it a potent tool in advertising. But what if we took that a step further and integrated music directly into software products? This is precisely what TikTok did in 2022, collaborating with the sonic branding powerhouse MassiveMusic to create a sonic identity that resonates deeply with users.
TikTok’s partnership with MassiveMusic was a groundbreaking move in the world of digital platforms. As a platform already heavily reliant on sound, integrating a sonic brand was a natural evolution. The goal was to create a cohesive soundscape that not only enhanced the user experience but also reinforced the brand’s identity.
There was just one question: how to create a sonic logo and DNA track for a brand that operates at the speed of culture?
The solution was to create a fixed sonic logo that begins with an 808 sub-bass hit followed by an E major7 chord that is purposefully unresolved. It primes us for entertainment, asking: “What’s next?” Massive Media’s approach to TikTok’s Sonic Identity Package included a 2-beat sonic logo that nods to TikTok’s musical heritage and a DNA track composed of recognizable beats, hooks, melodies, sound design, and UGC-inspired moments.
Additionally, the package featured three long-form DNA adaptations (chill, daring, welcoming) for various touchpoints, sonic stickers—a new feature that teases the brand’s new sonic identity while organically capturing the community-driven entertainment and creative democracy concept—and sonic guidelines for TikTok employees.
MassiveMusic tackled a challenge that music supervisors and brands have faced for years: how to create a sonic identity that is both unique and universally recognizable. For TikTok, this meant developing a sound that was instantly identifiable yet flexible enough to fit within the app’s diverse content ecosystem. The result was a sonic brand that is both iconic and adaptable, capable of evoking a wide range of emotions depending on the context.
To understand the emotional power of sonic branding, consider the work of Dave Case, formerly at Burberry. From 2011 to 2018, Case partnered with Apple Music to create Burberry Live, a series of recordings that were raw, cinematic, and emotionally charged. These recordings made listeners feel like they were part of something special, a feeling that was carefully crafted to align with Burberry’s brand identity.
The success of Burberry Live highlights how music can be used to create emotional connections with an audience. These feelings aren’t just fleeting; they’re enblazoned in the listener’s mind, becoming an integral part of their experience with the brand.
The challenge TikTok and MassiveMusic faced was how to translate these powerful emotions into a software environment. How do you create a sonic brand that resonates with users in the moment they’re interacting with the app? The answer lies in understanding the user’s journey and the emotions associated with different touchpoints within the app.
TikTok’s sonic branding strategy involves carefully curating sounds that match the mood and context of the content being viewed. Whether it’s the upbeat tempo of a trending challenge or the mellow tones of a reflective video, the soundscape is designed to enhance the emotional impact of the content. This not only makes the experience more immersive but also helps to reinforce TikTok’s brand identity as a platform where creativity and self-expression thrive.
For a deeper dive into TikTok’s approach to sonic branding and the collaboration with MassiveMusic, you can explore more here.
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