There’s a new branding agency and it’s all about sounding great. Eardrum founder, Ralph van Dijk, and Song Zu partner and creative director, Ramesh Sathiah, have partnered to form Resonance Sonic Branding, a new audio branding agency to improve impact and attribution across all audio platforms.
Listening to content is thriving. Podcasts, smart speakers, audiobooks, streaming music and radio are all enjoying their time in the sun. The new partners realized that the industry needs “smarter, better and more creative sonic branding strategies to harness the potential of audio to build brand awareness”.
“It’s never been more important for brands to be ‘audio ready’ and as much loved brands like McDonald’s and Bunnings are proving – audio branding assets only get more valuable over time,” van Dijk stated.
Resonance Sonic Branding is being set up as a separate, special purpose entity, combining the strengths and deep expertise of Song Zu and Eardrum to offer clients unique sonic branding strategies. Its holistic process uses the power of audio to give brands a unique sound that defines their consumer experience and holds attention.
van Dijk commented, “It’s an opportunity to capture a brand’s personality using music, voice and sound design and ensure it resonates at every touchpoint.
“Our ears are one of the most powerful access points to our mind, and we remember familiar voices and music all our life. So it makes sense for brands to be using this channel more strategically.”
Sathiah added, “With the continuing growth in audio-on-demand, there is an increasing need for a thoughtful sonic strategy to improve a brands impact and attribution across all platforms.”
“Eardrum and Song Zu often collaborate on projects and have great mutual respect for each other,” van Dijk noted. “We knew that by combining our strengths, we’d create a dream team of strategy and craft. This is not a merger of two companies; Eardrum and Song Zu will continue operating separately.”
Shannon Bell, creative director at Re, commented, “It’s always fascinating to work with Resonance and see their ability to create and curate sound to capture the feeling of a brand.
“For us, it’s a meeting of like minds. Resonance applies the same level of craft to sonic expression, as we apply to visual and verbal identity. Their work adds a critical dimension that helps make brands more knowable, interesting, and able to build a genuine connection with customers.”
The Resonance partners have helped create some of the regions strongest sonic brands including Woolworths, CommBank, SBS, Etihad, Amazon.com.au and Qantas and the team is currently working on three major Australian sonic brand strategies to be announced soon.
