Tag Archives: audio branding

Using your sound logo in television advertising

Integrating your sound logo into your television advertising is a great way of cementing it as your sound to your target audience.
 
In general, the benefits to having your sound logo go along with your television adverts are many:
 
1. Using your sound logo along with your visual branding engages both the sense of sight and sense of hearing with your target audience
 
2. It ensures recognition even when the viewer isn’t directly paying attention to your advert. Your brand sound is also being broadcast to those who are not actively watching your advert.
 
3. It’s a great platform for establishing your brand sound, making it recognizable on other mediums as well.
 
4. Once your sound logo has been properly established with your target audience, you can run spots without any clear visual branding, and use remixes of your sound logo – while retaining its core elements – throughout your spot to drop aural clues about your brand.
 
When launching your sound logo, consider having your company name or tagline spoken alongside with it to strengthen the connection between your brand and the sound logo. In time, you can phase out the spoken segment once the sound logo has become established as your signature sound.


Posted by Asbjoern on April 26, 2013 - Contact



Category Sound logo Tags , , , , ,

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Audio Branding: Philips Explores the Sound of Creation

An interesting look at how Philips is approaching sound branding:
 

The stewards of the Philips brand are “obsessed” with sound, and are hoping to answer the question, “Does creativity have a sound? And if so, what would it be?”
 
Cue “The Sound of Creation,” an interactive musical story and digital experience that’s playing out on the Philips Sound Facebook page and on a microsite. The project follows on from the brand’s 2011 “Hear every detail” interactive music project, and showcases the acoustic design and craftsmanship of the Philips Fidelio product range with a nine-part story.

 


 
Read the full article on sound branding at Philips here


Posted by Asbjoern on November 12, 2012 - Contact



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When A Sound Is Worth A Thousand Words

The Wall Street Journal takes a look at product sound design and sound branding in this fine video.
 

More companies are discovering that the sound a product makes can convey subtle information about its quality and influence purchasing decisions. WSJ’s Ellen Byron reports.

 


 
(I just wish they’d tone that funky music down a notch.. :) )
 


Posted by Asbjoern on November 5, 2012 - Contact



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Looking for sound for your project? Do not rely on keywords to get what you want


If you’re looking for sound for your project – be it music or a sound logo – you’ll often describe what you’re looking for with keywords. But you could end up missing the mark entirely if you just rely on those keywords to getting you the right sound.
 
I’ve written a guide on why they don’t work on their own, and what you should do to get the sound you want:
 

A recent music competition really hammered home why references are critical in getting the sound you’re after.
 
In the design brief for the competition, the client outlined what they wanted and gave the following keywords for what the project – and thus, the music – was going to be like:
 
Stylish, laid-back, cool, beautiful, funny, seductive, chill, modern, gripping, possibly a little provocative, adventurous, brave, trendy and spellbinding
 
That’s quite a handful!
 
There were more than 600 entries in the competition, with many composers struggling to meet the client’s requirements.
 
And the end result: Around 500 out of the 600 entries were deemed not to fit the brief.

 
Read on to find out what you need to do to find the right sound for your project here.


Posted by Asbjoern on November 2, 2012 - Contact



Category Sound logo Tags , , , , , ,

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What is a sound logo, and how can you use it?

A sound logo – or audio logo – is the conerstone in building the aural side of your brand. But what exactly is it, and how can you use it in your branding?

 

 

What is a sound logo?
 

A sound logo is a short signature sound that, within a very brief timespan, makes your target audience identify your brand through sound.

 

It is often melodic, but not necessarily so – it can also be a signature sound with a specific rhythm, or a sound effect, and it can have dialogue included as well.

 

A sound logo is often used alongside visual branding, such as your logo, to reinforce the link between the sound and your other branding materials.

 

One benefit of a sound logo is that it can reach your audience when they’re not paying attention to your visual branding, and it can also be used in contexts where no visual branding is possible, such as audio-only situations like podcasts, radio commercials and similar.

 

Essentially, it’s a trademark sound snippet that you’ve chosen as your aural fingerprint for your brand, and that you use consistently throughout your marketing materials.

 
 

Sound logo examples

 

Check out this video below for examples of sound logos from a wide range of brands:

 

 

 

Where can you use a sound logo?

 

A sound logo can be integrated in numerous places. Here are some examples as to where you can use it with great results:

 

• Television and radio ads
 
• Online ads
 
• Products
 
• Corporate videos
 
• Presentations and live events
 
• Podcasts
 
• Software
 
• On-hold
 
• Webinars and online products
 
• Training materials
 
• Web pages and blogs
 

 

As you can see, there are a lot of places where your sound logo can be used to strengthen your brand identity through sound.
 
And the best thing?
 
You don’t have to do a lot of things differently from what you’re doing now.
 
All it takes is for you to integrate your sound logo into your existing marketing materials – and by doing this you’ve just found a new way to reach and engage the senses of your target audience and make them connect with your brand.
 
If you have any questions about sound logos or sound branding, or if would like a custom sound logo for your brand, contact me here.
 


Posted by Asbjoern on September 7, 2012 - Contact



Category Sound logo Tags , , , , , ,

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How to get an inspired sound logo for your brand

How to get an inspired sound logo for your brand

 

If you’re planning on getting a sound logo – or audio logo – for your brand or business, congratulations! You’re well on your way to adding an incredibly useful tool to your marketing kit.

 

But how exactly does your brand sound?

 

Your chosen composer will work with you to figure that out – but the more precise information you can provide about your brand and audience, the better the end result is going to be.

 

Here are some of the details you can provide to help fuel your composer’s imagination and get you the sound you need:

 

1. Your existing marketing materials

Seeing the visual material for your brand is immensely helpful in working out your sound. Provide any logos, animations and other material which is vital to the visual side of your brand.

 

If you don’t have any material – say, you’re reworking your branding material, or you’re just getting started on it – try to find images that convey the mood, tone, colors or message you’re looking to communicate with your brand.

 

You can use stock photos, or simply do a Google image search. Compile a selection of images that you feel show what your brand is about, and show them to your composer. I’m a composer myself, I can tell you that having something to look at for reference during the creative process can be really useful in keying in on the right sound.

 

Perhaps you already have certain sounds or music you use in connection with your branding. Pass on this information to your composer to ensure that you get a sound logo that gels in with your existing sound branding material.

 

2. Keywords about your brand

Try to think of a few keywords that sum up what your brand is about. These can be a good guideline for what the sound logo should convey. Examples could be words like elegant, modern, futuristic, technological, organic, human, serious, fun etc.

 

3. Your target audience

Knowing who you’re targeting is key in getting the style right. Is your brand and message aimed at young people? Men? Women? Basically let your composer know the general makeup of your target audience – and of you have any data on their preferences, pass that on too.

 

4. Your target platform

Ideally, you’ll want to use your sound logo in as many places as possible. But perhaps you’ll primarily be using it within a specific platform or medium? Let your composer know about this, as this can affect how the sound logo is structured.

 

5. References

Perhaps you’ve heard a sound logo that you really like – and sounds similar to what you have in mind for your own sound logo? If so, do let your composer know about it. Sound is an abstract concept, and often times it’s much easier to simply find an audio example, rather than trying to describe what you want in words.

 

 

I hope this has given you some ideas on what information your composer will find useful to create a fantastic-sounding sound logo for your brand.

And if you can’t provide all of the above; don’t worry. Provide what you can, and your composer can take it from there.

 

 

 


Posted by Asbjoern on August 23, 2012 - Contact



Category Sound logo Tags , , , , ,

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