What the Score measures

The Sonic Brand Score rates a brand's audio identity from 0 to 100 across four categories: Identity (audio logo, defined brand sound), Consistency (same sound across TV, social and events, share of stock music), Recognition (would customers know the brand by ear alone) and Rights (who owns the campaign music). The score and a plain-language verdict appear instantly, calculated entirely in your browser; nothing you enter is uploaded until you ask for the full report.

The full report by mail adds the category breakdown, an industry benchmark and three concrete next moves. Free, double opt-in. A score under 60 comes with an offer to book the 15-minute Sonic Audit.

What the number means

The score runs from 0 to 100 and falls into one of three verdicts. Up to 40 points a brand counts as acoustically invisible: there is nothing a customer could recognize it by with their eyes closed. Between 41 and 70 the verdict is interchangeable. That is the range where money goes into sound that could just as easily belong to someone else. From 71 points the brand is recognizable.

What you get asked

Nine questions are about the brand, three place it: industry, media budget and your role. You are asked whether there is an audio logo and a defined brand sound, how much audio sits in your brand guidelines, who picks the music in campaigns, whether the brand sounds the same across TV, social and events, how much stock music went into the last five productions, whether customers recognize the spot before the brand name, and who owns the rights to the campaign music. One question simply asks: can you hum your brand?

Four categories

The answers spread across Identity, Consistency, Recognition and Rights. On screen you see the total; the report by mail breaks the four out separately and puts them next to your industry average.

Two more angles: the Silence Tax Calculator puts a number on the media budget that runs without sonic assets, and the Sonic Teardowns take apart why Porsche sounds like Porsche.