Sonic Branding

At DH, putting a Bettermade spin on brand awareness means taking a multi-sensory approach.

For one team, that meant exploring sound as a means of amplifying a brand to break through the noise in an already saturated market.

The ask: Own a new white space.

The plaque psoriasis treatment arena is highly competitive—full of marketing noise and clutter. So much so that creating share of mind for a new brand in this mix would require some serious creative might. And maybe the activation of all the senses, too.

Ears to the ground.

Sonic branding isn’t new. Jingles and audio mnemonics have helped establish household brands in other categories for years, creating connectivity with products and services within seconds. But in the healthcare and pharmaceutical space, it hasn’t been leveraged nearly enough.

So when one DH team identified an opportunity to build a truly bespoke branding element in the plaque psoriasis space, they wasted no time getting to work.

The mic-drop moment.

In addition to developing breakthrough visuals and messaging, the team dialed into the untapped potential of sound as a means for creating a strong brand signal in the sea of clamoring competition.​​​​​​​

They forged forward with a group of talented partners to develop a distinctly ownable score and audio logo that would convey the brand promise: the beautiful, blue-sky openness and freedom that every patient facing plaque psoriasis desires.

Clear skies ahead…

After rounds of recording, fine-tuning, and challenging one another to bring to life a sound all its own, the team ended up with a breakthrough branding element that did more than make noise—it made the product break away from the pack.

This sound has proven to be an important element of distinction for the brand and continues to cement this treatment in the hearts, minds, and ears of consumers.