“Through our research, we also found that anything beyond four notes, if we were to create a pattern that had more than four notes in it, that it started to sound too much like a jingle and just out of place for an automobile. Automobiles really just had single-tone dings, and so we knew we couldn’t stray too far from that, or we would start sounding too much like a cell phone or something out of context.” — Sean Beeson
This episode continues my interview with Jon Brennan and Sean Beeson, formerly of Sonic Signatures.
As always, if you have any questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, just visit www.audiobrandingpodcast.com where you’ll find all sorts of ways to get in touch. Plus, subscribing to the newsletter (on the www.audiobrandingpodcast.com webpage) will let you know when the new podcasts are available.
Keeping Your Brand Current
We begin the second half of the interview with a look at what might happen when a product or company changes, and how an existing audio brand can be impacted by something as simple as a new speaker design. “The more specific you’re intentionally creating audio for something,” Sean explains, “the more often you have to go back and fix things when something changes.” Jon tells us about the detailed audio guidelines that Sonic Signatures uses to help guide their clients through such changes and offers an important tip about making sure that your sonic branding is up-to-date.
A Human Touch
The episode continues with a firsthand look at the work Jon and Sean have done for such clients as Union Home Mortgage and KeepTruckin. We start with Union Home Mortgage’s sonic logo, how it combines technological innovation with a warm, human touch to reflect the company’s brand, and the process used to create its distinctive sound. As Sean puts it, “we continued to make the harmonics richer by layering sounds that really only serve to… add to the overall richness and brilliance.”
Listening on the Road
We then listen to samples of the audio interface Sonic Signatures designed for KeepTruckin’s vehicle monitoring devices and discuss how they met the challenge of creating distinctive sounds based on chimes and mid-range tones that the fleet drivers would recognize right away without becoming distracted or irritated. “We kept having the sounds get closer and closer to the sound of a car,” Sean says, “because that’s what the drivers are trained to hear.” We talk about the research that goes into such an innovative audio interface, and wrap things up with a peek at their upcoming projects.
Episode Summary
- How business and product changes can affect an audio brand
- Sonic branding and conveying the essence of a business through sound
- Vehicle interfaces and creating a safer, more pleasant user experience
- Upcoming audio projects and how to get in touch with Sonic Signatures
Connect with the Guests
Website: www.sonicsignatures.io
Follow Sonic Signatures on Facebook: https://www.facebook.com/sonicsignatures
Connect with Jon Brennan on LinkedIn: https://www.linkedin.com/in/jonbrennan/
Connect with Sean Beeson on LinkedIn: https://www.linkedin.com/in/jonbrennan/
Follow Sonic Signatures on Twitter: https://twitter.com/sonicsignatures
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This interview episode was very skillfully made to sound beautiful by the talented Humberto Franco.