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Audio Branding

Using Sound to Build Your Brand

Laurence Minsky and Colleen Fahey

Kogan Page, 2017

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The predominance of audio-enabled, networked communication means that sound accompanies visuals at almost every touchpoint. Communication experts Laurence Minsky and Colleen Fahey explain that sound conveys meanings that people instinctively and intuitively understand. Creating a unique audio identity for your brand capitalizes on the opportunity to reinforce your brand message and to enhance your customers’ experience. The authors cover the basics of audio branding, which they extrapolate primarily from Fahey’s experience as managing director of the audio-branding firm Sixième Son. Although the information is very sound – no pun intended – the text sometimes promotes the company as well. getAbstract recognizes the value of this often-overlooked aspect of branding and recommends this solid manual to anyone in marketing.

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Why Audio?

Audio branding – or “sound, acoustic or sonic branding” – provides a brand’s audio identity. A brand creates an aural language that reflects its essence and personality, applies it at every touchpoint, and custom-tailors it to media, environments and audiences. Audio branding is a compilation of distinguishing sounds that enhance customer experience and evoke certain emotions.

In the digital age, audio branding has greater significance due to the prevalence of sounds that accompany digital media. The musical cues people hear on their computers and smartphones convey messages and carry meaning. Music, the universal language, provides brands with another form of communication. People around the world are familiar with Western films and music, and they quickly identify how certain types of music make them feel.

Applying your brand’s sounds and music across the entire customer experience reinforces your brand message. Customers recognize your brand via its acoustic cues. Audio can infuse an environment with a sense of calm or excitement, tell a story or convey an idea. It influences customers even when their attention is elsewhere. Seeing...

About the Authors

Associate professor at Columbia College Chicago Laurence Minsky co-wrote How to Succeed in Advertising When All You Have is Talent. Colleen Fahey is the managing director of Sixième Son in North America.

Audio Branding

Using Sound to Build Your Brand

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