What Brands Can Learn from Severance's Main Title Theme
A Masterclass in Sonic and Visual Branding
Image from Apple TV+
In the crowded world of streaming content, where viewers are often tempted to hit "Skip Intro," Severance stands out as a show that compels its audience to sit through its main title sequence—every single time. Why? Because its theme, both sonically and visually, is nothing short of mesmerizing. For marketing professionals, this presents an invaluable case study on how to craft branding that resonates deeply with audiences. Let’s break down what makes Severance’s main title theme so effective and explore actionable lessons brands can apply to their own sonic and visual strategies.
Sonic Branding: The Power of Complexity in Simplicity
The first time you hear Severance’s main title theme, it might strike you as deceptively simple. But as you listen more closely, layers of complexity begin to reveal themselves. This mirrors the show's themes of duality and hidden truths, creating an auditory experience that aligns perfectly with the narrative.
For brands, this serves as a reminder that sonic branding doesn’t need to be overly complex to be impactful—it needs to tell a story. Think of iconic audio logos like Intel’s chime or Netflix’s “ta-dum.” They’re short and simple but packed with meaning.
Intel’s chime tells a story of innovation and trust, with its ascending notes evoking progress and technological excellence. It assures consumers they’re getting cutting-edge performance in every product. Whether that is true these days is another story.
Netflix’s "ta-dum" tells a story of anticipation and immersion, acting as a gateway to endless entertainment. Its bold simplicity primes viewers for the storytelling magic about to unfold.
Similarly, Severance’s theme evolves as you engage with it, much like a brand should evolve as consumers deepen their relationship with it.
Takeaway for Marketers:
Craft Multi-Layered Audio Experiences: Your sonic identity should have depth. It may start with a memorable hook, but consider how additional layers can reflect your brand’s personality or values.
Align Sound with Storytelling: Just as Severance’s theme reflects the show’s themes, your sonic branding should align with your brand’s personality. Every note should feel intentional.
Visual Branding: Animation That Amplifies Emotion
The visual component of Severance’s main title sequence, created by Emmy-winning artist Oliver Latta, is a masterpiece of surreal animation. It draws viewers into the unsettling yet intriguing world of the show, perfectly complementing the music. The visuals are not just eye-catching—they evoke emotion, spark curiosity, and set the tone for what’s to come.
For brands, this underscores the importance of synergy between visual and audio elements. A logo animation, for example, shouldn’t just look good; it should feel right when paired with your sonic branding. Together, these elements create a cohesive sensory experience that leaves a lasting impression.
Takeaway for Marketers:
Prioritize Synergy Between Audio and Visuals: Your brand’s sound and imagery should work together seamlessly. Consider how they interact and amplify each other to create a unified identity.
Evoke Emotion Through Design: Like Severance’s animation, your visuals should go beyond aesthetics to elicit a visceral response. Whether it’s intrigue, excitement, or trust, design with emotion in mind.
Consistency Meets Curiosity: Building Brand Loyalty
One of the most remarkable aspects of Severance’s main title theme is how it rewards repeat engagement. Each time you watch, you notice something new—whether it’s a subtle musical nuance or a detail in the animation. This keeps viewers coming back, deepening their connection to the show.
Brands can adopt a similar approach by designing experiences that encourage exploration and reward loyalty. Think about interactive campaigns or evolving digital content that reveals new layers over time. When done well, this strategy fosters curiosity and builds long-term relationships with consumers.
Takeaway for Marketers:
Reward Repeat Engagement: Create branding elements that reveal new details upon closer inspection, encouraging customers to return and engage more deeply.
Embrace Iterative Design: Just as Severance’s theme grows on viewers, your branding should evolve alongside your audience’s journey with your brand.
Final Thoughts: Crafting a Multisensory Brand Experience
Severance’s main title theme is a masterclass in combining sonic and visual elements to create an unforgettable experience. For marketers, it’s a powerful reminder that great branding isn’t just about being seen or heard—it’s about being felt. By crafting multisensory experiences that align with your brand’s story, you can capture attention, build emotional connections, and foster lasting loyalty.
So, the next time you’re developing a campaign or refining your brand identity, ask yourself: Does this sound like us? Does this look like us? And most importantly, does this feel like us? If the answer is yes, you’re on your way to creating a brand experience as compelling as Severance’s unforgettable main title theme.
