Audio Branding, Audio Logos
It goes by many names: Sonic Branding, Audio Logos, Audio Trademarks, Sonic Stings, Audio Idents
Whatever you call it, you know that the audio representation of your brand is just as important as the visual. Sure you have a brand book with guidelines for your logo, print ad, tv spot, website etc. Now let’s talk about getting your “voice” in line with your “look.”
Audio Trademarks like the Intel Inside, NBC and recently McDonalds’ “I’m Loving It” are under-utilized by most businesses today. There are many places other than a 30 second television spot where a well crafted-strategically aligned audio trademark can help make an impression in your audience.
What about music on hold, retail environments, website stings, confirmation sounds on an automated teller, music to introduce you or your company at a trade show or presentation. (The President of the United States uses a very effective one – “Hail to the Chief”). All churches realize the power music adds to their message. In fact, even the Nazi party knew the power of visuals and audio as can be seen in the scarily powerful proganda films by their party filmmaker Leni Riefenstahl. By the way, we’re only interested in the do no evil kind. So if you’re beginning to see that there’s tremendous upside potential here, let’s talk.
We believe that we are in the early days of a major upswing in multi-sensory branding from audio to fragrance to kinesthetics. It’s like the 1920’s in visual branding - only a few companies were using a consistent logo and brand presentation.
Brand builders have long under-utilized the power of audio. Audio is the carrier wave of emotion.
A recent article in Business Week gives a bit of an overview on what they’ve described as Sensory Branding.
What makes a solid audio brand strategy? The same things that a graphic identity needs.
* Clarity
* Consistency
* Appropriate to the medium
* Flexibility and Scalability
* Relevance
* Uniqueness and Proprietariness
* Does it reflect the brand?
Possible executions of a solid audio branding strategy include:
* Audio trademark (like Intel Inside)
* Brand Anthem - Can be a song or a jingle that becomes an audio mnemonic for the brand (example: Toys R Us “I Don’t Wanna Grow Up”)
* Ringtones
* Soundtrack for use at trade show
* Intro music for lecture or awards ceremony
* Music on-hold
* Website ambient soundtrack
* Retail ambient soundtrack
* Machine start-up sounds
* Confirmation sounds
* Sound of your product
We've created some service packages for Audio Branding that cover the most common needs for most businesses. Take a look below. Wherever you are located, if you have any questions, don't hesitate to email or call us at 1-888-211-5945. You can also contact us via Skype - Skype ID is monks300.
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