Resonance Sonic Branding is a new audio branding agency and joint venture from Eardrum’s Ralph van Dijk and Song Zu’s Ramesh Sathiah. 

The agency is a special purpose entity – which will operate independently and concurrently with Eardrum and Song Zu – that aims to bring “better and more creative sonic branding strategies to harness the potential of audio to build brand awareness”.

The Resonance partners are well known in the audio industry and have collectively have helped to create sonic branding for companies including Woolworths, Commbank, SBS, Etihad, Amazon.com.au and Qantas.

Eardrum is an advertising agency with a specialisation in sound and Song Zu is an music and sound design company, specialising in advertising music and audio post production. Both companies have won several awards.

Sonic branding has long been a trend that marketers are talking about with reports that sonic branding is set to reach more than $40 billion in revenue by 2022. According to audio branding statistics by Man Made Music, consumers will be 46 percent more likely to choose your brand over the competition if you associate a recognisable tune with it.

Ralph van Dijk says of the venture: “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.”

The pair saw the collaboration as an opportunity to combine strengths and experiences in the audio realm.

“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,” said Ramesh Sathiah.

Photo by Kimia Zarifi on Unsplash.