Sonic Branding is Dead: Enter The Audio User ExperienceDo we have your attention?
Instead of thinking of sonic branding as "asset-first", we're challenging brands and agencies to think "user-first". Rather than scrambling to put out a jingle or sonic logo because they're trendy, we're encouraging putting thought into where your audience will actually hear your brand. Audio UX design means building an audio aesthetic and system that will seamlessly interconnect multimodal environments -- from products to podcasts.If sonic branding means creating a sonic logo or a brand theme and sporadically placing it in ads, then sonic branding is indeed dead.Don’t get us wrong, the practice of audio branding has come a long way, yet it is often misunderstood and misused. Repeating a sound logo over and over can reinforce your brand identity, but it can also annoy the listener and become irritating. We need a more nuanced approach to sonic branding now that the technology has provided us with seemingly limitless capabilities. Interactive tech has allowed brands to move from ‘talking at” users to having a dynamic conversation. Focusing on the user experience rather than purely voicing the brand message offers a more engaging and memorable experience and is worth the extra care in the long run.In addition, a more versatile and adaptable audio user strategy is necessary given the wide range of mediums through which users interface with your brand. Gone are the days of simple 15-second television ads. Now consumers experience brands on a variety of devices from smartphones to smart speakers to laptops and more. A brand’s approach to audio has to evolve with the times into a truly multifaceted, creative endeavor.