Updated: Jul 5
Let's be honest: design, logos, colors, and other visually pleasing marketing materials are a lot of fun to create.
However, the rise and popularity of audio have become pivotal for brands, and finding your audio identity is essential.
In fact, countless studies have been done on the psychology of audio and how it informs and builds an emotional connection between brands and their audiences.
Sounds like Netflix's logo animation intro, McDonald's jingle for "I'm Lovin' It," or even Liberty Mutual's "Liberty" jingle have become memorable and iconic. How would consumers associate with those brands if there were no sounds to accompany them?
Think about what sounds should exemplify your brand, from podcasts to live audio, commercials, and social media. When a brand chooses the right audio, it can catch on and be more than just an ad or piece of content; it becomes part of your brand's identity.
Here are three quick tips to help you get started on identifying your brand's audio identity.
1. Know your customers
Whom are you selling to, and what sounds will appeal most to them? Research the average age of your customer, what kind of brands they enjoy the sound of, and what they're looking for from your company.
2. What emotion do you want to convey?
Think about how you want your customers to feel when they interact with your brand. Do you want them to feel calm, happy, relaxed, or excited? Each will sound different from the others, so it's essential to choose the one you want your customers to feel and ensure your audio matches that choice.
3. Be consistent
Like any marketing strategy, it's important to make sure your tone shines through in your audio branding, no matter where your customers interact with it.
Whether through a jingle or a voice, make sure you select the right sounds for your brand, who share its voice, and the perception you want to create for your company.