Let Them Hear Your Brand

by | Oct 20, 2008 | Marketing & Selling

Last week, I talked about how you could use visual cues to communicate your brand. This week, I’ll talk about how you can use audio cues. And, because I’m talking about audio, I thought I would do this week’s post in audio, as well. You can hear this week’s post in two ways: via streaming audio below, as well as downloadable mp3 that you can put on your iPod or other mp3 players.

Download mp3

Note: The audio makes reference to The Women’s Business Gallery, my former blog where this post originally appeared.

Now on to this week’s topic. When you hear this

What do you think about?

How about this:

And what about this?

If you said NBC, Vonage, and the Harlem Globe Trotters, then you’ve been influenced by those company’s sound branding efforts.

Do you listen to any of the shows on Blog Talk Radio? How does each show begin? You guessed it! With a branded audio clip!

So, how can you use this technique to help brand your business? Here are three suggestions

1) If you use teleseminars and other audio products in your business, get a signature tune and place it at the beginning and end of all your recorded audio. Marnie L. Pehrson of IdeaMarketers and Create A Wow uses this technique. Listen to any of her audios from CreateAWow.com, and you’ll be treated to her signature funky country guitar riff.

2) Develop a signature sound bite and use it whenever you have a speaking opportunity. Maybe it’s a way of communicating your core concept, like how Nancy Marmolejo uses the words “sizzle” and “SizzibilityTM.” Maybe it’s a catchphrase like Verizon Wireless’s “Can you hear me now?” or Wendy’s famous “Where’s the beef?

3) Maybe you have a distinctive vocalization. Take Cindi Dawson of TeleseminarSuccessSystem.com – she’s got a contagious giggle that she cannot suppress that always makes me smile. And who can miss William Shatner’s strange way of pausing in mid-sentence and emphasizing every other word?

Be creative. An audio cue that communicates your brand doesn’t have to be fancy … just consistent. The audio cue basically tells the listener in an instant that this belongs to this particular brand. Again, audio cues can be:

  • music
  • tone combinations
  • a way of talking – accent, word choice, tone, pitch, or rhythm
  • a catchphrase

I hope this post was helpful and gave you some ideas for how you can use audio to brand your business. Next week, we’ll talk about how to use intangible things such as quality, customer service, and more, to communicate your brand.

Further Resources:

NOTE: This is not a verbatim transcript, but rather the script I used to create the audio, which is slightly different.

PS: Wondering what sound branding goes with the image I used in this post? Here ya go:

Center: “Where’s the beef?” — Wendy’s commercials in the 1980s

Top Left: “Doh!” … among others … Homer Simpson of The Simpsons

Top Right: “What you talkin’ ’bout Willis?” from Different Strokes

Bottom Left: “Inconceivable!” … The Princess Bride

Bottom Right: “Zoinks!” … among others … Scooby Doo


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