Why professional sonic branding makes sense

Every brand is trying to grab the attention of its audience and potential leads, but with so much competition for attention, connecting requires innovation.

One way that smart brands are getting ahead is via sonic branding. Sonic branding statements enhance recognition and emotional connection by creating a unique blend of sound and music to create a distinctive audio identity.

While sonic branding is a clever strategy, the devil is in the details. Using an inexperienced provider or assigning the task to someone in-house can be riddled with challenges. The potential legal and financial risks of having a novice create sonic branding are enormous and could be enough to ruin your brand’s reputation.

Here, we explain why partnering with a professional music branding agency is the best way to ensure a unique and memorable sonic brand.

The importance of being unique

Some brands try to create a sonic brand by imitating something they’ve heard elsewhere. This is the aural equivalent of copying and pasting, and not only is it utterly unoriginal, but it's also potentially illegal.

This is also doing your brand a massive disservice when it comes to credibility. Your audience may not know that you’ve copied someone else’s creation, but professionals will.

No-one knows this better than ilā, musician, producer and Creative Director at Maison Mercury Jones and trailblazer in the field of AI music. Ila has seen companies try to cut corners to create their own sonic brands and is shocked that brands would even attempt to do it.

Maison Mercury Jones was an early adopter of using AI to create music, sonic branding and jingles. Maison Mercury Jones understands the importance of using human-led AI, rather than wholesale machine created music.   

“It’s important to have music that has heart and soul and humanity,” says ilā.

“At Maison Mercury Jones we use AI in smart ways to make an informed composition.”

Humans will never be replaced in AI music, and professionals like ilā use tools where they provide the input, monitoring the AI systems output, particularly for legal compliance. This is important as the music licensing market is plagued by volatility, as illustrated by TikTok's disputes with Merlin. Merlin is a global collective representing independent music rights, highlighting the platform’s challenges in securing agreements for music usage. In the age of TikTok, licensing negotiations are increasingly contentious due to the vast influence of short-form videos and the blurred lines between viral success and copyright infringement.  

Viral trends can lead to unforeseen legal issues when unauthorised tracks are used, often resulting in costly litigation or financial settlements. For example, Gymshark fitness apparel faced a $44 million lawsuit for using Sony’s recordings across social media without permission, far exceeding the cost to secure necessary licenses. This instability bolsters the case for commissioning original music and sonic branding, offering brands more control, eliminating third-party claims, and creating unique soundscapes that resonate with audiences without licensing complexities. 

Ignorance of the law is no excuse

Creating a sonic identity requires a deep understanding of copyright law, trademark regulations and licensing agreements.

Without proper expertise, brands can inadvertently infringe on existing copyrights or fail to secure necessary licenses, leading to legal issues.

ilā says legal definitions can be confusing for content creators, who may not be aware of what they can and can’t do when it comes to using sounds online.

In the words of ilā, “Social media [is] always evolving. The distinction between commercial and personal use [is] no longer as clear as they once were. Take for example, situations where influencers might receive financial benefit from their content.

Brands need to actively educate their marketing teams and make sure appropriate licenses are securely in place for all content.”

This is where using a professional sonic branding agency pays dividends, as they are aware of legalities and keep up to date with changes to regulations in this space.

The consequences of getting it wrong

While attempting to create a sonic brand in-house might seem cost-effective initially, the long-term expenses can far outweigh the upfront savings. And even big companies have been known to fall on the wrong side of the law when it comes to using music on social media posts.

Sony Music Entertainment has filed a lawsuit against Marriott International, accusing the hotel chain of wilful infringement of copyright in social media posts.

Even just including a few notes that are similar to an existing composition can result in litigation. In 2018, a soft drink company was sued over their sonic logo, which allegedly infringed on a composer's copyright. 

Be unique and stand out

So why should you use a professional agency to create a sonic brand?

Partnering with a professional sonic branding agency offers benefits that far outweigh the initial investment:

• Legal compliance: Expert agencies ensure all aspects of your sonic brand comply with copyright and trademark laws.

• Unique creation: Professional composers and strategists create truly original sonic identities that resonate with your brand values.

• Comprehensive strategy: Agencies provide a holistic approach, ensuring your sonic brand aligns with your overall marketing strategy.

• Future-proofing: Professional sonic branding is designed to be adaptable and scalable, reducing the need for frequent updates or rebranding.

“We provide commissioned original music,” says ilā.

This means the brand owns the sounds, creating something unique that makes customers instantly associate those sonic sounds with your brand.

Maison Mercury Jones combines legal expertise with creative excellence thanks to a team of experienced musicians and strategists. They ensure that your sonic brand is not only legally sound but also emotionally impactful and memorable. 

By investing in professional sonic branding services, brands can avoid the potential pitfalls of DIY approaches and create a powerful audio identity that enhances brand recognition and builds emotional connections.

Contact Maison Mercury Jones to discover how they can create bespoke music and legally compliant sound marketing services for your brand.