Honda is all about people, and yet its brand was defined only in the visual sense. We audited Honda’s European headquarters offices, the factory, the showrooms and may of the products themselves.
Many quick wins were identified. After a brand discovery process we finally created complete BrandSound guidelines covering all eight expressions of the Honda brand in sound. Honda discovered several auditory practices (especially in showrooms) that were reducing sales. With complete guidelines the brand is now well-defined in sound; Honda were delighted with the brand definition work we did, and use it to brief all their agencies on the brand’s character.