Audio branding is one of the most commonly overlooked aspects of advertising and marketing, but it's also one of the most important. Sound plays a vital role in shaping our lives: our brains are conditioned to respond to sound and music on a subconscious level. These podcasts explore how audio branding uses that innate connection for advertising and marketing, and the opportunities it creates to forge a more lasting, personal connection with your audience.
Sound has been a part of advertising for as long as advertising itself has existed, from street slogans in Victorian England that are recited today as nursery rhymes to television jingles that many of us still know by heart. But audio branding has undergone a revolution over the past few years, evolving from straightforward pitches into musical logos and subtle soundscapes that guide the listener’s impressions while reinforcing a brand’s identity.
The advertising industry in particular has been transformed by social media, and the enormous new audience and global reach it represents. From viral videos and licensed music to streaming shows and smart devices, we take a look at how online life has opened up entirely new directions when it comes to audio advertising and branding.
Branding isn’t just about advertising, though. Audio branding encompasses the listener’s whole experience with a brand from start to finish, with points of contact that range from traditional advertising and social media to apps and IVR sounds. Throughout these episodes, we talk about how every touchpoint, no matter how short or seemingly minor, is an opportunity to instill a sense of consistency and brand recognition, and how to make the most of them.
Advertising and marketing have come a long way over the past century, from storefronts and brand logos to radio jingles and television ads. As we move forward into the twenty-first century, digital media and audio-first industries like Spotify and Clubhouse are making audio advertising and marketing strategies more relevant than ever before. New approaches are constantly emerging, and these podcasts can help explore and navigate the changing landscape of audio branding.
The Evolution of Audio Media: A Conversation with Chris Krimitsos – Part 1 “So I got involved in YouTube first, uh, in ‘06, and then audio, I got involved in 2012. I started, like, paying attention in 2013, um, the summer of 2013. I really got heavily in podcasting ‘cause I saw the opportunity and […]
Crafting a Memorable Sound Identity “All right, so this happens a lot is that brands will be, especially in agencies, they’ll be coming up on a new campaign and they’ll think, ‘Oh well, you know what, this campaign is going to launch at such date, I’ll throw some audio branding on there.’ And then, from […]
Create an Effective Sonic Branding Strategy “That’s right, yeah, and to me, that’s one of the most important steps in the whole process is this research, brand assessment. And then you bring that research and assessment to life in the mood board, and that is what allows you to create something that is so customized […]
“It’s got to look good, sound good, look good if it is video, but it’s got to sound good, good quality audio, good editing, and it’s got to have enough interesting information that people want to talk about what they heard or they have a pivotal moment or an a-ha or it changes their life. […]
Engaging Listeners with Creative Audio Strategies “I really believe in developing the power of an audio brand as the Nike swoosh, as the Amazon arrow smile. Your audio brand should be as recognizable to your personal brand, to your business brand, however you’re leveraging your audio platform. It should be as good a quality, and […]
The Role of Audio in Branding “That’s the big problem. That’s the whole thing. You know, if it’s not done right, then it will definitely not be sustainable, it’ll just end up in some drawer after two weeks. And we’ve seen that a thousand times, how these great sounds are made, and then, after a […]