Archive for the ‘Audio Branding Terms’ Category

This post is part of our series on audio branding knowledge.

Emotion is one of the things that music can most effectively manage. When you hear happy sounding music you instantly change your mood. Of course this has many health benifits, but as a merketer this ability can have an impact on your bottom line too.

Read on »

The world we live in today is quite visually based. We run into visual symbols and icons throughout the day as we go about our work. We use these visual references to help us communicate meaning and get stuff done. In a world that moves a million miles a minute anything we can do to speed up communication can be beneficial.

An earcon is the audio equivalent of an icon and just like visual icons we hear earcons throughout the day. Its job is to communicate meaning through the use of sound. What’s powerful about this and sound in general is that even though light travels faster then sound we process sound quicker.

Some examples of earcons:

  • Empty trash sound on your computer
  • Microwave end beeps (some models sing a song now)
  • Seatbelt on warning signal in your car
  • Car doors locked horn honk
  • Beeps when you press a button on your phone

As you can see from the list above eacons are useful for helping people understand what to do. Combined with visual references this is powerful in helping customers use your product.

Many earcons are instinctively understood, however, as a marketer you need know when people might not understand the meaning of the sound. Failing to do this can cause frustration and deflection from the product/brand.

Again, going back to what makes a successful audio brand will help you create better earcons for your product.

This is part 2 in our series describing some of the terms used in audio branding. Today lets discover what a brand voice is all about.

A brand voice is a specific person that speaks for a company (here’s 10 of our favs). All major companies use a brand voice but a lot of times you will only hear them on the radio or in a TV advertisement. A brand voice can and should be expanded to be used on customer support lines when a customer is put on hold, employee voice mails, presentations and other communication channels where a voice actor is needed.

The voice in which a company uses to speak with its customers is important and carries business implications too. Studies have shown that using the right voice in an ad can increase memorability of an ad by 26%. At TreBrand we believe this can be extended and improved upon by using a brand voice consistently across all mediums.

Protecting a brand voice is also important. Recently, Apple was in the news recently for not protecting the voice of Siri. This impacted the Apple brand by making it seem as if Apple was in a Ford car or on your local bus. To protect a brand voice it’s important to have exclusive rights to that voice actor. Yes, this costs more but you are building an asset for your company.

If you have questions about audio branding please put them in the comments. We might just make a post of it!

Over the next few months we’ll be discussing some of the terms and definitions that go into creating an audio brand. Our hope is that you’ll become a little more educated about audio branding and at the same time we hope to dispel any myths that may be lurking around.

For the first part in the series lets talk about a word that gets thrown around quit frequently, mnemonic.

A mnemonic is tough to pronounced (neh-mah-nick) and even harder to spell. The job of a mnemonic device is to assist in memorizing something. Most of these devices are auditory in nature like acronyms and catchy phrases, however, visual and kinesthetic mnemonics are possible. In some cases like your email chime these devices can train you like a dog.

In audio branding we tend to use audio logos as a mnemonic device. They are short, snappy and typically tied to a visual logo. The other advantage to using an audio logos is that they can be used throughout the brand such as on an on-hold system.

Mnemonic devices are a useful trick in the advertiser’s bag. Give it a try next time you need to remember something.


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