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Jodi@VoiceoversAndVocals.com

audio brand

Interview with Co-founder and CXO of Audio UX, Eric Seay – Part 2

November 4, 2020 by Jodi Krangle

This is the second part of my interview with Eric Seay. We dive into more about how audio varies for different brands. Eric also walks us through his entire process for creating an audio brand. This second part of our conversation is just as intriguing as the first and I can’t wait for you to dive in!

In this episode, we explore:

  • How to create audio branding for a company that just has a feel
  • The different phases of developing an audio brand
  • How many companies and brands have thought about their audio branding
  • How audio branding has become more normalized
  • The background needed before writing the actual audio
  • How Audio UX decides what each brand needs for their audio branding
  • What Eric does with each brand
  • How psychoacoustics comes into play
  • Best practices for sounds
  • Universal sounds versus location specific
  • Generic sets (sounds) versus Premium sets (sounds) and how that drives sales
  • Sounds creating experiences
  • Where UX came from and the importance of the user experience
  • Working with the UX teams with each brand
  • The new platform for audio branding
  • Having apps work together with their audio
  • The parts of different experiences that should have differences with audio
  • Making sure everything sounds the way it should once everything has been created
  • How audio branding has changed
  • The need for comfort with sounds now with COVID
  • Sound types and their unique skills in different apps/devices
  • How sound affects what we want
  • The evolution of audio branding with each brand
  • Check out the case studies on the website

The best way to contact Eric Seay and AudioUX is through their website at https://auxnyc.com/. You can find AudioUX on more social media platforms @aux_nyc (Instagram, Facebook, and Twitter).

 

This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!

And if you’re interested in crafting an audio brand for your business, why not check out my FREE download – 5 Tips For Implementing An Intentional Audio Strategy at https://voiceoversandvocals.com/audio-branding-strategy/

Filed Under: Audio Branding Tagged With: audio brand, audio branding, audio branding evolution, audio experience, AudioUX, branding background, comfort sounds, generic sounds, location specific sounds, phases of development, premium sounds, psychoacoustics, universal sounds, user experience

How Can Audio Branding Help Your Podcast or Company? (Why Should You Care?)

April 22, 2020 by Jodi Krangle

How Can Audio Branding Help Your Podcast or Company?

According to Harvard Business Review [4], Audio Branding is “the strategic use of sound … in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales.” So ultimately, think of it as a brand or podcast’s emotional short hand – the quickest way to your listener’s heart.  How do you want them to feel when they hear you?  And how does it help your podcast or company to reach your audience FASTER and on a deeper level? If you think about this, it’s pretty important – and here’s why:

Professionalism

This part is pretty self-explanatory.  Having professional audio shows that you’re a professional. It makes it clear that you invest in your endeavor and take it seriously.  When it comes to podcasts, I do understand that there are productions that prefer not to be “produced”.  They can be a true expression of your own authentic self.  And as such, sometimes, it’s just fine for you to talk in front of a microphone and leave it at that.  But if your podcast is a reflection of your brand? Or your company?  It needs some professional panache.

Consistency

It’s hard to ignore the musical trill that Intel uses at the end of every tech commercial you’ve experienced in the last many years (even on the radio where there are no visuals!). The consistent use of that sound along with the promise of quality in the visuals, has made the two ideas forever intertwined in our minds.  You don’t need to see that promise anymore.  All you need to do is hear it. Mazda uses the playful whisper of a child saying “zoom zoom” to convey both a sense of power and a sense of wonder.  Not a bad image for a car! And I know you’ve heard and can easily recall the three notes played when NBC comes on the television. What kind of emotion does that create in you? (It probably depends on the shows they air and how much you love them.)  Anticipation? Nostalgia?  Something else?

This kind of powerful memory response triggered by a sound can also work with something as simple as only one tone—like the Taco Bell sonic logo (or what used to be called an “earcon” https://en.wikipedia.org/wiki/Earcon). My blog about Advertising At Cannes talks about this in more detail. What happens when an advertising campaign replaces the distinctive sound of Big Ben in London with the Taco Bell bell? You definitely get a media explosion, that’s what!

Download the Audio Branding Worksheet and get started on YOUR Audio Branding Strategy Today!

Sound can very closely be associated with a company and their brand, but only if it’s consistent. And persistent. If the audio of a brand changes too often, it can become jarring or confusing to those you’re trying to reach. Changing a company’s sound capriciously can actually damage a brand.

Also, keep in mind that you might get tired of your audio branding. Believe it or not, your boredom isn’t a good reason to change it. Keep it until your accountant says it’s no longer working.

Are sales dropping? Are clients no longer contacting you? Maybe then it’s time to re-examine your brand’s image—both its visuals and the way it sounds. And keep in mind that if those two things don’t match one another, your clients and customers will turn away without being aware of exactly why. It’s unconscious.  Make sure your audio is consistent with the “tone of voice” of your brand image. Sight and sound should work together. When it does?  It’s magic.

Effectiveness

Audio is such an effective advertising and marketing tool for many reasons. Here are just a few.

• Sound touches us immediately. It goes right to our hearts. People buy based on emotions and then justify it with logic, so touching your listeners’ emotions makes it much more likely they’ll remember you. Be intentional with how you want them to feel when they see and hear your brand.

• The world is full of visual distraction, especially now. (I don’t know about you, but I’m constantly overloaded with branding images and advertising every time I go online! It’s tiring!) Sound cuts through the noise. It reaches us on a deeply personal level. If you want to be noticed, you need to be heard.

• Music is a universal language. The instruments and tonal structure may change, but essentially, you can communicate emotion to a global audience without needing to know the language they speak. That means that if you invest in an effective audio brand, you can reach your intended audience on an emotional level, FAST—anywhere they might be listening. It doesn’t matter what your native language is if people can relate to the sound.

I totally understand that sometimes it’s hard to know where to start with this stuff.  But figuring out an audio brand to match your visual brand, isn’t as difficult as you think it is.  I’ve created a worksheet that will give you a hand with this and you can download it at https://voiceoversandvocals.com/resources/ , if you’re interested.

And I hope you stay safe and healthy! Take care of yourself, ok?

Filed Under: Audio Branding, Marketing Tagged With: audio brand, audio branding, Cannes, earcon, Edleman, Intel, Mazda, sonic branding, taco bell, tone of voice

Interview with Brand & Marketing Motivator, Corey Dissin – Part 2

April 15, 2020 by Jodi Krangle

In the second part of my interview with Corey Dissin, we discussed the three elements to every spot and how to build a successful audio brand for audio talent.

Corey and I also talked about:

  • How a voice talent is not a voice talent (yes, that caught me off guard, too!)
  • The difference between the types of voices that would be used in, for example, a horror movie trailer versus those that would be used in a Disney movie trailer
  • The demand for audio content and how podcasting has risen in popularity
  • What Rudy Gaskins meant when he said, “Branding is both a noun and a verb.”
  • How, for most voice talent, there’s more to the brand than just their voice
  • The only difference between social media, broadcast television, a movie theater, the radio, and a streaming service
  • How reading copy is a skill for voice talent—not their profession
  • Why some people need to fire themselves
  • Some of the topics Corey covers in his Go Get It podcast and One More Round podcast
  • How social media is like being Pete Rose and George Foreman
  • The importance of making 99 enemies in sales
  • The long shelf life of podcasts and other aspects that make podcasting so powerful 
  • What Corey has been up to lately and the feedback he’s gotten so far

You can find more on Corey Dissin at http://www.coreydissin.com . You can also find his Go Get It podcast at https://coreydissin.com/podcast and his One More Round podcast at https://coreydissin.com/one-more-round .

This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!

And if you’re interested in crafting an audio brand for your business, why not check out my FREE Audio Branding Worksheet?

Filed Under: Branding, Podcasting Tagged With: audio brand, audio content, audio talent, branding, podcasts, sales, social media, voice talent

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