Intentional | Audio Identity Blog

If you’ve had conversations with me about good or “intentional” audio branding, or found your way to our home page (and dared read through it all), then you know I’m a big fan of using an audio identity in an intentional manner, everywhere the brand lives.

So what’s that mean, really? Well, here’s a visual example. It’s a simple way for understanding some of the touchpoints that most companies use — this is how we already communicate with our customers, prospects and the rest of the world. We’re either doing a good job at it or we’re not.

So, the one-minute exercise today, class, is to pick a company you know well, look at the touchpoints map, and listen up. Consider all the ways in which you’ve experienced sound (or an intentional lack of it) with this brand. And ask:

1. Are any of those touchpoints are sonically strong? Negative? Neutral? Delightful? Offputting?
2. Do any of these sonic touchpoints connect in a way that’s consistent, compelling and differentiating? Do they serve the brand’s best interests? Or detract from them? Are these opportunities gained, or opportunities lost?

Happy listening. Oh, and feel free to substitute touchpoints…this list is far from definitive.

Coming soon: a look at the promotional, behavioral, and strategic aspects of an intentional audio identity. Meantime, don’t be shy. We’re new here, so feel free to spread the word and/or share your thoughts.