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Audio Branding: What Does Your Company Sound Like?

Let me guess…you spent a lot of money on a snazzy logo for your brand. You hired a great designer to make your website. You invested a good chunk of cash in gear to produce your commercials, podcasts and/or web videos. Maybe you’ve even made some branded clothing. But what does your brand sound like?

Audio branding is not a new technique by any means. We’ve all been subjected to this type of marketing for years. Theme music for a particular television program or network is a given. But even simpler than that is their brand’s audio logo or indent. To me, the most obvious is the NBC Chimes, which have quite a history. Despite their hip new ad campaigns, the main thing that sticks with me after a State Farm commercial is their tried-and-true 4 second audio logo (apparently derived from a theme song of year’s past). Too musical for you? Try HBO’s audio logo.

Just because your brand isn’t quite ready for primetime television ads doesn’t mean you shouldn’t explore audio branding. The Audio Branding Academy asserts that  ” the emerging of new media…expands the opportunities for audio branding”.  This includes everything from podcasts , YouTube videos, iPhone and Android apps, to independent video games. As this article from the Music Composer BLOG explains, “brands are just beginning to understand the benefits of a marketing strategy that includes strategy-driven audio“, and these include big names that advertise on television.

How often does your logo appear in some form of non-static visual media? If your website or company produces a lot of video content, and/or your logo is featured at the beginning of mobile phone apps or games, an audio logo is a necessity. The successful incorporation of sound in defining your brand is not just for huge companies anymore, and it’s a lot easier than you’d think. Just ask your friendly neighborhood composer.

What are some of your favorite audio logos, indents, or themes? Which ones bring you to a certain time or place whenever you hear them?

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