Chiselwood approached us with the realization that their social media content lacked a distinct, consistent personality to resonate with their target audience. They were relying too heavily on ever-changing trending sounds, leading to a mix of genres and energies that left their audience confused.

We kicked off their Sonic Branding journey by creating a custom SoundBoard—the first step in any Sonic Branding strategy. This tailored selection of sound elements will give Chiselwood a cohesive and recognizable sonic identity. It's just the beginning, and we look forward to evolving their sound over the coming years.

The Brand

The Project

The Purpose

Design and build bespoke luxury interiors

Core Values

Unique
High Quality Standard
Unusual
Longevity
Sustainability
Test of Time

Touchpoints

Current:
- Social Media
Future:
- Phone hold music
- Podcast Ads
- Website
- Door bell tone

Target Demographic

Age: 45-55
- Future age range goal to include younger
Lifestyle:
- Self Employed
- Healthier Lifestlye
- Sociable
- Hosts
- Status Symbol type personalities
Repeat Clientele

Project Deliverables

SoundBoard
Brand Track with 2/3 different moods
Sonic Logo
Future Deliverables could look like:
- Variations of Brand Track (eg. Seasonal Ad Campaigns)

The Strategy

The Overview

Below this section is a collection of references that encompass how Chiselwood should aim to sound as a Brand. Following this process, Chiselwood now as a clear idea of what type of sound they should be using with the brand and where they should be using it. After our conversations we all agreed that the best place to start is with the most immediate and manageable approach of using existing songs behind their social content to begin the process of establishing personality into the brand that people can related to - in the same way that people connect with certain genres of music and the culture around those genres, we're aiming to do the same to find likeminded people that resonate with the brand.

The Approach

Focusing on social media posts that can be created easily on your phone.
Keeping things as simple as possible to create consistency.

The Music
Using songs that already exist in the world that you can find on Instagram, TikTok and the likes.
We have created a Chatgpt search strategy with prompts and will be using streaming platforms such as Spotify, as well as the relevant search terms included further down, to find tracks that fit the brand.
Once we have listened and compared the track to our chosen reference we can add to a Spotify playlist to always have access. Again this keeps things simple and therefore supports consistency.

The Future
Creating a Brand Track - A Brand Track is a piece of music that matches the references we have discussed below this section.
Create an Audio Toolkit such as Cutdowns of the Brand Track - Cutdowns typically include a 60 second, 30 second, 20 second and 15 second section from the Brand Track. Think of these as a toolkit you can always go to when needing sound for your content.
Should you wish to begin Podcast marketing or pivot your marketing strategy, the Brand Track will be the starting point.
Is there a section with a nice atmosphere you could pull out to use as a musical bed under your new podcast?
You could create a Variation of your Brand Track to align more with a holiday season, like Christmas.
(make sure that any variations you make still hit the mark when it comes to the mood section of this SoundBoard. If in doubt please reach out and we can advise.)
We have also included an infographic at the end of this SoundBoard to highlight the huge range of places where your brand might be able to use sound to engage better with your customers.

Disclaimer: These references are examples of previously existing tracks that showcase the characteristics of Chiselwood and should not be used publicly without a license to do so.

Please Note: your references are in order of low energy to high energy.
Low meaning the most chilled vibe and high meaning the most upbeat energetic vibe.

The References

Track Name: 'Milk' - Loonight
Qualities: Smooth Vocals, Ambient Layers, Lo-fi Texture, Soft Beats, Gentle Rhythm, Atmospheric Synths, Understated Melodies, Warm Basslines, Subtle Echoes, Flowing Structure
Moods: Calm, Introspective, Dreamy, Nostalgic, Peaceful, Ethereal, Soothing, Melancholic, Reflective, Chill
Search Terms: Chillwave Tracks, Dream Pop Songs, , Ethereal Pop Music, Downtempo Electronica, Soft Indie Electronic, Mellow Chillout Tunes, Atmospheric Pop

Track Name: 'Dive' - Olivia Dean
Qualities: Rich Vocals, Soulful Instrumentation, Piano Accompaniment, Gentle Rhythm, Lush Strings, Warm Bass, Emotional Lyrics, Intimate Atmosphere, Smooth Flow, Subtle Groove
Moods: Romantic, Intimate, Reflective, Soulful, Warm, Emotional, Smooth, Dreamy, Heartfelt, Nostalgic
Search Terms: Soulful Ballads, R&B Vibes, Romantic Songs, Intimate Soul, Contemporary Jazz, Emotional Pop, Smooth Vocal Tracks, Chill Soul, Heartfelt Melodies, Soft R&B

Track Name: 'A Storm On A Summers Day' - Full Crate, Gaidaa
Qualities: Smooth Vocals, Jazzy Elements, Groovy Beats, Organic Instrumentation, Light Percussion, Soft Melody, Rhythmic Flow, Acoustic Vibes, Lush Harmonies, Soulful Feel
Moods: Uplifting, Warm, Chill, Relaxed, Breezy, Soulful, Summery, Laid-back, Joyful, Mellow
Search Terms: Chill R&B, Soulful Beats, Jazzy Pop, Summertime Vibes, Acoustic Soul, Chillout Tunes, Mellow Grooves, Relaxing R&B.

Brand Track: 'Got To Be Good' - Gotts Street Park, Pip Millett
Qualities: Retro Vibes, Funky Basslines, Smooth Vocals, Laid-back Groove, Jazzy Elements, Soft Beats, Soulful Melody, Warm Production, Minimalistic Feel, Catchy Hooks
Moods: Groovy, Chill, Cool, Laid-back, Reflective, Soulful, Smooth, Intimate, Nostalgic, Warm
Search Terms: Neo-Soul, Chill Groove, Funky Soul, Retro Pop, Smooth Jazz, Laid-back Vibes, Vintage Sound, R&B Grooves, Soulful Tracks, Cool Vibes

Moods

The below summary helps identify the most suitable music for Chiselwood that will speak to the established demographic.

(Trending Sounds, Music Libraries, TV Campaigns...)

Tempo

When searching for songs with smooth, chill rhythms, reflective moods, or uplifting vibes, aim for a tempo within the BPM range of 60 to 110. This range accommodates both the mellow, introspective feel of slower tracks and the more energetic, feel-good qualities of moderate tempos. Whether you're exploring lo-fi and soul, retro and acoustic pop, or heartfelt ballads, a BPM between 60 and 110 will support the laid-back groove or emotional depth you're seeking.

Emotion

The songs evoke a range of emotions, including introspective reflection, heartfelt sentiment, and uplifting joy. They blend mellow, soulful qualities with empowering and warm vibes, creating a spectrum from contemplative and emotional to energetic and feel-good. This mix captures a deep sense of nostalgia and intimacy while also offering moments of optimism and lightheartedness.

Genres

Dive into a mix of lo-fi, soul, indie pop, and retro R&B. They blend elements of chillwave and dream pop with soulful ballads and smooth jazz-influenced grooves. This combination creates a rich tapestry of mellow, introspective vibes, alongside warm, uplifting, and emotionally resonant qualities. The genres merge relaxed rhythms and smooth instrumentation with emotional depth and nostalgic undertones.

Characteristics & Textures

Include / Avoid

Organic Instrumentation

Distortion FX

Warm Instrumentation

Harsh / Aggressive Beats

Nostalgic Elements

Excessive Electronic FX

Smooth Vocals

Chill Grooves

Complex Arrangements

How do Chiselwood actually find music?

We have created a ChatGPT system to find potential perfect matches using the information from the reference section above.

Example

Below is an example of how Chiselwood can pick a couple of search phrases from one of the reference songs they feel suits the vibe of their content today:

1) Choose which reference track best suits the content you want to find music for.

2) Then copy the below prompt for ChatGPT.

Please note: copy and paste everything in speech marks below before copying

- "Please find 5 commercially released songs that meet the following criteria:"

- Then copy and paste all the text relevant to the track you are searching for.

3) Take the results and paste each song into your streaming platform of choice (In this case, Spotify)

4) Listen to the song, skip through it, and double check that it is hitting your Characteristics, Textures & Moods that fit your brand.

Top Tip: A simple way to do this is also to listen to the references and see if this song fits amongst them and feels right to you for the brand.

5) Search for this song on your platform of choice to pair it with your content

Bonus Tip: Add any song that feels perfectly on brand to a Playlist named "Brand Name" to have it on in-store, distribute to clients as an offering, or simply to have on in the office when you need to get your team into the right frame of mind for branding projects. It also keeps the tracks to hand if you need to quickly find a song that works for the brand. Eventually you will have a strong depository of songs matching the brand values.

Additional Services:

If you would like assistance each month with your song selections, we do have an affordable monthly service where we collate a playlist of fresh songs each month that fit your SoundBoard. Let us know if you would be interested and we will accommodate!