I’ve talked about this subject before, but I thought it was worth expanding on a bit.
One of the first steps in audio branding is asking the following questions about your brand media and overall experience.
►How much sound and sound space do you actually have?
►How much of it was designed?
►How much of it can be designed?
But before we can design, we need to answer that first question. We need a clear picture of your sonic footprint, and for most brands, it’s much larger than they think.
We’re always hyper-focused on visuals in the branding world. Visuals are important, but sight is only one of five senses. Brand is multisensory. In a recent study, IPSOS discovered that sonic branding assets are not only underutilized, but often more effective than some visual assets.
So before we build those assets, let’s assess your sonic footprint. The following is a checklist of most (but not all) media, touchpoints, and environments where branded sound can be applied. Few brands utilize all of these applications, but most brands use many of them. See how many apply to you.
☐ Streaming Ads
☐ Radio Ads
☐ TV Ads
☐ Web Videos
☐ Public Address
☐ Phone Menu/Automation
☐ Ring/Text Tones
☐ Trade Shows
☐ Physical/Public Spaces
☐ Background Music
☐ Background Sounds
☐ Physical Products
☐ Voice-Activated Devices
☐ UX/UI Sounds
How many do you have? It’s probably more than you expected, and each one is an opportunity to expand your brand experience. Once we determine how many audio assets you actually have, we can create continuity between them with guidelines and branded audio assets. This is especially important with the growth of audio only media such as streaming content, podcasting, and voice interface. When people can’t see the brand, they have to hear the brand. An audio branding strategy gives you a sound that is distinctive and consistent, ensuring that all your audio media is tied to the brand.