Audio Expression
Your brand’s audio is another form to express your brand’s unique value, differentiation, positioning, personality, essence and meaning. Just like the other senses, audio adds another dimension to your brand and brings it to life in the mind. Businesses that are not using audio strategically missing out on an opportunity to strengthen their brand’s expression. In many touch-points audio and video are both available yet most entrepreneurs are not using audio as part of their brand’s expression. In touch-points where audio is only available but not being used strategically, a weak impression is made on the mind due to a weak brand expression. The brands that use as many of the 5 senses strategically to express their brands create the strongest impressions in the mind. Remember, branding is the process of building a brand in the mind.
When and Where
There are countless places and times to express your brand through audio.
Logo Animation + Logo Audio
This is often referred to as a sonic logo or audio logos. If your logo appears in an environment that enables sound you may as well include sound to compliment the visuals. The experience is 50% audio and 50% visual so do not miss out on 50% chance we have at expressing your brand.
Products
I’m sure most of your technology products such as your tv, computer, washing machine have certain startup sounds.
Podcasts
Podcasts are created for audio exclusive environment. (Yes there are video podcasts) but I’m referring to audio only podcasts. Since there is the absence of visuals in this environment, businesses must be very strategic about their audio to create an engaging experience that expresses the brand.
Customer Service Music on Hold
You most likely have been put on hold when calling your bank or calling customer service of another business. This is an opportunity to use audio to shape your dream customers impression of your brand.
Music at physical locations
The music played at physical locations plays a powerful role in creating a brands experience.
Jingles
Short catchy jingles play their part in some brands and are very effective in expressing the brand and creating a memorable impression and brand recall.
Radio Ads
Similar to audio podcasts, radio is another environment that is audio exclusive and brands that are expressed on this platform must be strategic about how they use audio.
Commercials
Tv, Social Media, Youtube commercials is another medium that offers a 50/50 chance for audio and video. Some businesses have a visual strategy but very few have an audio strategy. Some of the world’s greatest brands are realizing how essential audio is in their brand’s expression. Brands like Coca-Cola, Amazon, Google, Apple, and Mastercard are inspiring other brands to create soundscapes for their brand.
Brand Audio Expression Examples
Audio Expression Examples
Apple is one of the greatest brands for using audio to express their brand at each touchpoint. The brand has many products and a visual strategy has used to ensure each sound expresses Apple. Heres a fun video from Apple that incorporates some of their iconic sounds over the past 45 years.
BrandPlan Audio Logo
Audio Expression of BrandPlan
Similar to your brands visual strategy, your audio strategy is left to the end of your BrandPlan. As you may have realized by now that you cannot effectively express your brand using audio and visuals if you don’t even know what you are expressing.
The essence of BrandPlan is wisdom & magic. I wanted to express this using sound. I also wanted to express the uniqueness, brand messaging, and positioning while also fitting nicely into the brand story for my dream clients.
Two examples.
1. Audio logo. Tingsha Bells
2. Notification – Owl Hoot
You can understand the meaning behind these two sounds and the creative process for including them in the brand.
BrandPlan Logo Audio
Brand Differentiation
The tingsha cymbals are a very distinguishable sound effect with a unique tone that resonates through your body. This sound is also unique to the business industry as it is predominantly used in meditation practices, prayers and rituals which also hints at BrandPlan’s differentiation using a spiritual understanding of entrepreneurship & business.
Brand Meaning
The tingsha cymbals are also known as wisdom cymbals which expresses the essence of BrandPlan. These cymbals are ancient and compliment the serif word mark logo which also represents something that is ancient & timeless. Tingsha’s symbolize blessings and an enlightened mind and are typically used in prayer, rituals and meditation. They are used to start & end rituals and help clear the mind increase awareness and concentration. They are also used to clear the mind and spaces of negative energy while also adding positive energy. They are used for stress relief and balancing energy which is why they are used in healing practices.
Brand Positioning
Tingsha cymbals are ancient and associated with wisdom which works well for the brand position as the entrepreneurs guide.
Brand Messaging
Tingsha cymbals are resonate with clarity, positive energy and transformation which is also consistent with BrandPlan’s messaging. The audio expression is simple and so is BrandPlan.
Brand Personality
Tingsha cymbals are often used in rituals by wise persons and healers so seems fitting with the Wizard (Sage Archetype + Magician Archetype)
Brand Story
Tingsha bells fit BrandPlan’s story as BrandPlan plays the role of the entrepreneur’s guide through the Branding Wizard. Rituals and magic go hand in hand and so do wizards and healing that us part of BrandPlan’s story.
Message Sound
Brand Differentiation
The owl hooting sound effect is unique in the business industry. Most branding, creative, coaching, businesses have no audio to express their brand or they select some typical corporate sound effect that comes with a logo animation. The sound of the owl would be perceived as unique and original in my market.
Brand Meaning
Owls represent wisdom, knowledge, change, transformation, intuitive development, and trusting the mystery. They are tied to the spiritual symbolism of “change/death” which brings about new beginnings with a higher understanding and evolved perspective. The owl is a symbol for wisdom because an owl can see that which others cannot, which is the essence of true wisdom. They are associated with magic and they are mysterious in nature.
It is common to feel spiritually activated when you see or hear an owl. They are messengers from the spirit realm, bringing wisdom, truth, and understanding of the mysteries of life. Owls can show up to help you solve a problem or gain a higher perspective of a situation.
Brand Positioning
Owls represent a spirit guide. An owl will lead you through uncertain times and be your guide through the new life chapter.
Brand Messaging
Owls are thought of being messengers of change/transformation.
Brand Personality
BrandPlan’s personality is both guiding and magical as BrandPlan combines the two BrandPlan Archetypes Sage and Magician to create the character – Wizard.
Brand Story
In mythology and stories owls have been associated with magic. Wizard’s would use owls as messengers so it is fitting to have the owl sound effect with podcasts/videos containing messages of wisdom.
