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Why brands need resonance and a signature soundscape

Resonance Sonic Branding can assist companies to build their brand awareness on all audio platforms.

Resonance Sonic Branding

Companies which need expert assistance in building their sonic brand can now turn to Resonance Sonic Branding, a new joint venture formed by Ramesh Sathiah of Song Zu and Ralph van Dijk of Eardrum – two well-known names in Australian music and sound.

Resonance Sonic Branding is an audio branding agency that helps companies establish a unique sonic brand, or soundscape, that delivers a higher impact with consumers on all platforms that use audio.

Audio now plays a compelling role in building brand awareness for businesses on podcasts, radio, music streaming services, smart speakers and audiobooks. Those companies looking to maximise the potential of audio for their marketing purposes require guidance in building their ‘sonic signature’ in marketing strategies.

“Our ears are one of the most powerful access points to our mind.” – Ralph van Dijk

“Eardrum and Song Zu often collaborate on projects and have great mutual respect for each other,” Ralph said. “We knew that by combining our strengths, we’d create a dream team of strategy and craft. 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,” Ralph added.

“With the continuing growth in audio-on-demand, there is an increasing need for a thoughtful sonic strategy to improve a brand’s impact and attribution across all platforms,” Ramesh said.

Eardrum and Song Zu will continue to operate as separate entities, but combine their forces for specific applications.

“It’s never been more important for brands to be ‘audio ready’,” said Ralph. “Brands like McDonald’s and Bunnings are proving that audio branding assets only get more valuable over time.”

These two partners in Resonance Sonic Branding have worked with such prominent brands as Commonwealth Bank, Woolworths,, SBS, Etihad and Qantas.

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