In the world of automotive, sound needs to be familiar yet ground breaking. It must symbolize powerful performance above all the rest.
Vinn Brand Story
Vinn, a Scandinavian car company, was launching a commercial campaign in North America for its new EV model sedans.
The problem- North America had never heard of them. Not only was this a new product, but it was launching in a foreign country where no one knew of its existence.
Vinn needed to signal innovation and a distinct brand identity while staying rooted in the familiar tone of the automotive world.
Request For Proposal
The company put out a request for proposal for a sonic logo. They wanted something that personified the brand but also resonated as a familiar car sound.
Dreamr Productions put together some ideas. Thinking about the car and the sounds the EV emitted, we started with familiarity.
What is familiar about the sound of an engine? The purr- a signal of comfort, satisfaction, and sleek power and confidence.
We proposed a sleek, low-profile sonic logo with undertones of feline: ‘The Performance Purr’.
Vinn liked the idea, so we got to work.
The Sonic Strategy
Dreamr started researching the sounds of the car itself. Believe it or not, there are a lot more sounds to a car than just the engine noise.
We listened to the doors opening and closing, the turn signal, the cab noise or lack thereof, as well as the manmade sounds, used to actually make the sound of an electric engine.
Electric vehicles are naturally silent. So sound designers have to build a completely imagined audio profile from scratch every time.
We then studied Vinn’s competitors Volvo, Scania, and Saab to see what they were doing with strategic and branded sound. Although only Scania had an official sonic logo, they all had specific sounds associated with performance.
Volvo leaned into a calm and minimalistic approach. Scania, primarily known for its trucks and larger vehicles, focused on a robust and outgoing sound. Saab, currently involved more in defense and aviation, leaned into a more futuristic tone.
Vinn’s models were mostly affordable sports cars. They were known to be fast and sporty with a smooth, quiet ride. Scandinavian customers loved that they were low-profile and sleek. They drove like a premium car at an affordable price.
It’s worth noting that this level of customer experience in artful sound design helps reach the whole sales funnel: awareness, discovery, intent, purchase, and loyalty.
So, back to the cat purr idea.
I have had cats on and off my whole life, and they are all similar in one way: their purr always indicates whether your experience will be good or bad. When you get that good and approving purr, the world is right, and the two of you are going to have a fantastic time.
Dreamr was leveraging the familiar sound of a cat purr to build a personality for a car.
So, what kind of personality did Vinn’s EV portray? What was its ‘Performance Purr’?
Dreamr Produtions took a sample of a cat purring and manipulated it into a low growl, almost like a lion. This turned into the bass track. With this, we added a simple and sleek percussion with an easily hummable melodic line. The beauty of what we created was that it could be used as is or as a bed with the percussion only. Or, if needed, as a stripped-down guitar and piano solo.
Vinn ran the campaign for several months. The feedback was great. Some caught on to the subtleties of the cat purr idea, but most didn’t. But that didn’t matter. What did matter was that a familiar yet new sound was incorporated into their branding assets.
This audio asset could now be used across all other elements of audio advertising and sound marketing, further solidifying the brand identity.
A familiar yet new sound was incorporated into Vinn’s branding assets.
Vinn successfully growled its way into the North American market.
Sonic Branding In Automotive
A sonic logo worked for Vinn, but what about the real world? What’s actually happening inside the brands that do have the budget, the reach, and the need to make electric vehicles sound like.. something?
Although there are a number of companies creating sonic logos, there is more to a car than just a logo. There are exterior and interior sounds, experiential shifts, weather changes, mood changes, climate change, etc.
Some automotive brands are looking beyond one sound. In fact, they see it as not just part of the brand personality but more as the all-encompassing brand experience.
General Motors
Although writing a sonic logo for an automotive company IS a dream of mine, I see what General Motors exploring as even more exciting. I interviewed Jay Kapadia, Creative Sound Director at GM years ago, and hearing what they are working on now…it just felt like the perfect time to call on him again.
We are creating a unique auditory signature for our EVs that not only meets the regulatory requirement, but also reflects the brand identity and values, creating a more personalized connection with their vehicle.
— Jay Kapadia
At General Motors, it’s all about identity. And identity is how you create the personality of a thing…like a car.
We are experimenting with customizable soundscapes that allow drivers to select their preferred auditory experience. We are focusing on how these sounds can evoke emotions and enhance the overall driving experience; not just a mode of transportation, but as an extension of the driver’s lifestyle.
— Jay Kapadia
The goal wasn’t just to sound cool — it was to give the car a personality that matched its performance, while opening the door to personalized sound experiences for each consumer.
As a sonic strategist and a lover of sound in general, this truly is a dream to hear about. GM’s sound strategy is to build an ecosystem of sound identity far beyond just a sonic logo. With this attention to detail, GM is able to define what its branded sound is and how it can be uniquely personalized consumer to consumer.
How on Earth can it be both branded and personalized to each consumer…one might ask?
We are creating different drive modes like Tour Mode, Sport Mode, Less Velocity Mode, Watts to Freedom Mode, Max Power Mode, Wow Mode, and Wide Open Watts Mode.
— Jay Kapadia
GM calls these Personalized Drive Modes.
It gives you totally different driving profiles and dynamics to suit the driver’s experience, that also matches with the car’s performance.
— Jay Kapadia
Here’s where it gets really fun. Based on these modes, they can further customize into something all their own.
Very cool, but is it worth it? In terms of Long-term ROI, yes.
Brands that prioritize sound design often see increase customer satisfaction and retention, which translates into higher sales market share, et cetera. Sound can evoke specific emotion and associations in consumers, assuring they chose the brand over competitors.
— Jay Kapadia
This is exactly why I wrote The Transaction Tone case study. Why go so far with a beep or a boop at checkout? Because personalization and brand identity matter.
Sound:
Builds Stronger Brand Awareness
An Emotional Connection
Shareability
Elevated Brand Identity, Customer Loyalty, and Longterm Brand Advocacy
Intel
Here’s a real world example that most all of us are familiar with. Forgive me to those of you that have heard this example a ton but here we go again.
Intel became a household name. Not because of the product itself, but because we as consumers had something to relate to- a sonic logo.
Over 30 years later, that 5-note mnemonic created connection, advocacy, and long-term ROI. Want to hear more about Intel’s journey with sound? Here’s a link to an episode I produced featuring it in the Ad Infinitum podcast- The State Of Sonic Branding.
And as in Intel, these sounds are redeveloped and grown with the brand. Just like visual logos over time, perceptions change, and brands evolve. Sonic branding and sonic logos are just one more way for a brand to go from adolescence to adulthood.
Creating Sound From Nothing
These sounds become even more critical when you’re dealing with electric vehicles that, in essence, have no sound at all.
The key is to listen to the sounds of the past to elevate the sounds of the future.
Real and fictitious sounds in EVs are a fascinating area of exploration. Real sounds provide essential feedback to driver and contribute to the overall driving experience. The whir of the electric motor or the subtle sounds of the vehicle systems at work. Fictitious sounds on the other hand are designed to enhance the emotional connection, but in the most natural way as possible. These sounds can be tailored to evoke specific feelings or create a unique brand identity.
As we move forward, the challenge will be to balance real and fake elements, ensuring that the sounds we create are both functional and engaging at the same time.
— Jay Kapadia
If after all of that you are thinking, wow, there is a lot of nuance to this! You’d be right. You have to be bold yet conservative, futuristic but rooted in reality, creative without forgetting functionality.
Creating sounds for electric vehicles is a wild west of possibilities.
There is no reference. So everyone is innovating, trying to do their best in order to make the customer’s life better.
— Jay Kapadia
From Predictable to Purposeful
It’s not about creating pretty music. It’s not about finding fun sounds to throw into key moments. And it’s definitely not a part of traditional marketing practices. Sonic branding is the future of brand marketing- mark my words.
Sonic branding is the future of brand marketing.
Those of us that know- know. Sonic branding has a lot of possibilities and potential that have yet to be discovered. The possibilities of sound are as nuanced as our own minds and emotions.
When a 5-note phrase…
connects us to a computer chip.
When we hear…
and know Seinfeld is starting.
When a jingle…
Makes us think of hamburgers, we know that this can’t possibly just be a happy accident.
When you hear these sounds and realize how successful they were with these companies and brands, sound doesn’t just become a nice to have. Sound becomes a strategic and fiscal brand responsibility. Making sound on purpose equals dollar signs over decades and generations.
This is sonic branding- handle with care. Always consult a professional for best results.
Hear It For Yourself
This case study was from an episode of the Sound In Marketing Podcast, a podcast focused on spotlighting the use and transformation of purposeful sound in marketing.
Here’s the original episode link.
Ready to Create?
Dreamr Productions would love to help with your sound strategy. Contact us today for more information.
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