Intentional | Audio Identity Blog

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New here? Welcome. I’ve spent a lot of time in the weeds lately, and I think it’s important to resurface/reintroduce “audio identity,” “audio branding” and “sonic identity” — the topic of this site — for the sake of staying grounded.

(I’m going to steal liberally from the AIGA article I wrote earlier this year to get things started.)

Most organizations have relied almost exclusively on the sense of sight to communicate who they are, what they do and why they matter. Pirates have their unmistakable skull-and-bones flag. Nearly all religions have their own unique symbol. And today, practically every brand on earth has its own visual identity. Other senses are rarely part of the equation.

Yet sound has unquestionable potential in creating impressions. Consider the sonic snippets in your life—imagine Chariots of Fire or Rocky without music, a PC commercial without that Intel Inside bongggg, or a Harley-Davidson hog without its expertly calibrated tone. Sound has a direct link to the rational and emotional parts of our brain, so it triggers recall and reactions. And much like good visual or industrial design, it also has the ability to convey value and strengthen brand reputations.

The practice of audio identity, audio branding, and sonic branding is the intentional use of music, sound, voice and silence to create a connection between people and organizations. Some of the most obvious brands that employ an audio identity include Yahoo!, McDonald’s and even Moviefone. But at the end of the day, audio branding isn’t an audio logo, a ringtone or a suite of product sounds. It’s the craft of understanding a brand’s vision and conveying it properly everywhere a brand lives. Put simply, sound is a powerful brand asset, and it’s even more powerful when it’s intentionally directed.

By day, I’m fortunate enough to work at the cutting edge of this business as director of strategy at Sonic ID, a clear and deeply experienced leader in this space. And by night, here at this site, my goal is to explore the thinking behind this evolving practice—considering the myriads of ways that brands can leverage sound for greater returns on their existing investments in advertising, experiential marketing, digital experiences and product development.

If that sounds interesting to you, keep on reading. (That article I referenced earlier is a good place to start.) Speak out. Or drop me a line. In the meantime, I’ll be jumping above and below the surface regularly as whim decrees. Enjoy the ride.

– Noel Franus