Sonic Tone Of Voice Cards

SONIC TONE OF VOICE CARDS

Music Examples

Thomas Dickson (PhD)
Musicologist / Sonic Branding Strategist
Email: thomas@sonicbranding.com.au
Website: sonicbranding.com.au

Video Instructions

Coming soon!

STEP 1 – Set the Framework
Lay out the four Scoring Cards horizontally from left to right:
Neither → Slightly → Moderately → Extremely
Place the Sonic Tone of Voice Cards in a single pile.

STEP 2 – Rapid Placement
One by one, draw a Sonic Tone of Voice Card.
• Flip the card to the side that best represents the brand
• Place it below the Scoring Card that reflects how strongly that quality applies
Work quickly and intuitively as there are no right or wrong answers at this stage.

STEP 3 – Reflect & Adjust
Once all cards are placed, review the layout together.
• Are there any placements that feel unclear or debated?
• Would anything move if you reconsidered it now?
• Are there questions or insights emerging from the pattern?
Make any adjustments until the group feels aligned.

STEP 4 – Capture & Translate
Take a photo of the final card arrangement.
Use the outcome to discuss:
• Overall tonal direction and balance
• Extremes to lean into
• How this map will inform sonic branding strategy, including composition, sound design, voice, and musical decisions

Scoring Cards

NEITHER
This tone of voice does not meaningfully align with the brand.
Set Aside
This branding value does not need to be intentionally considered at any stage of the creative process, and elements from the sonic suggestions on this card can be set aside in favour of higher-priority values.

SLIGHTLY
This tone of voice has some alignment with the brand, but it is not a defining fit.
Refine With
This branding value may be considered later in the creative process, with elements from the sonic suggestions on this card used selectively to refine or nuance existing compositional decisions.

MODERATELY
This tone of voice aligns well with the brand and could be part of its identity.
Support With
This branding value should be considered once initial creative decisions are in place, with elements from the sonic suggestions on this card helping shape supporting compositional decisions.

EXTREMELY
This tone of voice is highly aligned with the brand and feels central to its identity.
Lead With
This branding value should lead the creative process, with elements from the sonic suggestions on this card considered early on to help guide compositional decisions.

Cards & Musical Examples

For the dreamers
ABSTRACT
Idealistic, Imaginative, Wide-Eyed
Emphasise Lightness: High register, bright timbres & airy reverbs

For the pragmatists
DOWN-TO-EARTH
Realistic, Grounded, Practical
Emphasise Heaviness: Mid-low register, thicker timbres & weighty reverbs

For the light-spirits
LIGHT-HEARTED
Cheerful Playful Carefree
Emphasise Consonance: Major-mode harmony, common diatonic progressions & consonant voicings

For the deep-feelers
EMOTIONALLY-DEEP
Poignant Soulful Introspective
Emphasise Dissonance: Minor/modal mixture, rich extended chords & slower harmonic rhythm with lingering tension

For the go-getters
ENERGETIC
Urgent Fast-Paced Driven
Emphasise Momentum: Faster tempo, short note values & tight rhythmic density & quick turnarounds with minimal sustain

For the loungers
CALM
Leisurely Slow-Paced Unhurried
Emphasise Ease: Slower tempo, longer note values & spacious phrasing & more sustain with generous pauses

For the engineers
MACHINE-LIKE
Precise Controlled Accurate
Emphasise Precision: Straight on-beat grid, quantised timing & repetitive patterns played straight

For the movers
GROOVY
Expressive Loose Lived-in
Emphasise Pocket: Syncopation, swing/laid-back feel & micro-timing variation that breathes

For the traditionalists
TRADITIONAL
Classic Trusted Timeless
Emphasise Heritage: Acoustic / orchestral / indigenous instrumentation with minimal sound design & processing

For the pioneers
CUTTING-EDGE
Innovative Experimental Progressive
Emphasise Innovation: Novel textures, sound design & processing techniques

For the nature-lovers
ORGANIC
Earthy Handcrafted Alive
Emphasise Acoustic: Acoustic instrumentation, nature sound design & minimal processing

For the technologists
SYNTHETIC
Digital Designed Artificial
Emphasise Artificial: Virtual instrumentation, digital sound design and processing effects

For the realists
RAW
Gritty Imperfect Unfiltered
Emphasise Grit: Audible artefacts, saturation, noise & imperfect takes

For the perfectionists
REFINED
Glossy Clean Polished
Emphasise Polish: Clean editing, controlled dynamics & smooth mix

For the leaders
BOLD
Confident Proud Assertive
Emphasise Big: Heavy compression, loud textures & forward mix

For the innocent
DELICATE
Gentle Tender Subtle
Emphasise Small: High register melodic percussion, minimal reverb & gentle playstyle

For the confidants
INTIMATE
Personal Warm Close
Emphasise Proximity: Dry/close-miked sound, upfront mix & audible detail

For the observers
DISTANT
Cool Spacious Detached
Emphasise Distance: Longer reverbs with more room tone, recessed mix & softened transients

For the minimalists
SIMPLE
Minimal Clear Focused
Emphasise Single Focus: Single motif & few layers

For the maximalists
COMPLEX
Layered Busy Multifaceted
Emphasise Multiple Parts: Multiple counter-lines & independent layered textures

For the team-players
TOGETHER
Cooperative Unified Community
Emphasise Unison: Monophony & shared musical ideas between parts

For the self-starters
INDEPENDENT
Self-reliant Individual Autonomous
Emphasise Melody: Distinct melody from accompaniment & strong melodic theme

For the non-conformists
UNCONVENTIONAL
Unorthodox Mysterious Alternative
Emphasise Non-Standard: Unexpected scales/chords, unusual timbres & experimental techniques

For the everyman
CONVENTIONAL
Relatable Familiar Expected
Emphasise Common-place: Standard diatonic harmony and predictable phrasing/forms & familiar instrumentation

For the storytellers
DRAMATIC
Momentous Emotional Vibrant
Emphasise Contrast: Wide dynamic range, strong shifts in texture & dramatic changes between sections

For the steady-hands
LEVEL-HEADED
Steady Stable Everyday
Emphasise Consistency: Steady dynamics, consistent texture & smooth transitions between sections

For the reminiscer
NOSTALGIC
Sentimental Timeless Retrospective
Emphasise Vintage: Vintage EQ, plate/spring reverb & gentle analogue saturation

For the modernist
CONTEMPORARY
Relevant Current Of The Moment
Emphasise Modern: Full-spectrum EQ, modern reverb & crisp transients

For the mischief-makers
PLAYFUL
Friendly Fun Cheeky
Emphasise Upbeat: Springy syncopation, short motifs & bright timbres

For the professionals
SERIOUS
Formal Credible Respectable
Emphasise Downbeat: On-the-one, balanced mix & restrained colour

For the smooth-operators
EFFORTLESS
Flowing Frictionless Ease
Emphasise Lyrical: Legato playstyle, lengthy wandering melodies & seamless transitions

For the grinders
HARDWORKING
Insistent Driven Relentless
Emphasise Riffs: Staccato playstyle, short ostinato & strong repetition

For the caregivers
CARING
Kind Supportive Warm
Emphasise Roundedness: Smooth attacks / decays, warm mid pads / strings & tight voicing

For the warriors
COMPETITIVE
Challenging Demanding Uncompromising
Emphasise Punch: Fast transients, tight envelopes & crisp percussion

About the Thomas:

Dr. Thomas Dickson, a musicologist specialising in music perception and psychology. His expertise supports agencies in developing distinctive and emotionally compelling sonic assets, with a focus on originality and awareness of plagiarism considerations. For consultations, visit sonicbranding.com.au or contact thomas@sonicbranding.com.au.