Welcome to the Sound In Marketing podcast. This season's title is Sonic Branding: Case Studies, Context, and Clarity. I'm your host, Jeanna Isham, owner and founder of Dreamr Productions and Sound in Marketing Learning. I create, consult and educate individuals and brands on the power of sound in marketing. I spent the holidays thinking about how to format the upcoming season, and here's where I landed.
The problem with making sound on purpose, as I call it, is that everyone defines it differently. How can we put sonic branding and sound strategy into context? Well, a unified definition would definitely help. Now, as most of you know, I'm not new to this subject. Through exhaustive research, multiple consultations with authorities on the subject, and a definition of my own. I have landed on a pretty concise definition.
So here goes. (transition music) Sonic branding is the strategic and consistent use of distinct and often custom sounds that evoke emotion, enhance recognition, reflect brand attributes, reinforce brand values, and shape the overall brand identity. With this definition in mind, we can now bring context to the subject. Jeanna, How do you plan on presenting context? So glad you asked. I present to you season eight Sonic Branding; Case studies, context and clarity. (Sonic Bloom sound)
Here's a teaser. From the annoying (chip reader sound) of store chip readers to the perfectly chosen music in that commercial. You'll never forget. A brand's sound strategy dictates dollars spent and customers kept. In season eight, each episode of the Sound In Marketing Podcast starts with a what if brand case study, focusing on one of the many audio touchpoints available to brands.
It concludes with a real life or fake if necessary corresponding case study to bring even more light and context to the narrative. We'll explore how sound shapes customer behavior, attracts new audiences, builds loyalty, and strengthens a brand's identity for generations. In every stage of the sales funnel. In the race for brand attention, sound on purpose makes all the difference. Sound done right is a brand's best friend. Sound done wrong (chip reader sound) is a brand's worst nightmare.
That's a lot to take in. It might be best to sit back, relax with a cup of Joe and process things. My go to thinking mug has to be the Make Sound On Purpose Mug. Have you heard about it? (background sound of busy area) Sometimes sound is too much, but the right sound (Sound In Marketing Theme Song playing) can be perfection. That's when I turn to a warm beverage in my go to mug. The make Sound on Purpose mug is that perfect reminder that
every strategically placed word matters and every purposely positioned sound. (pouring and sipping sound) Is perfection. A big thank you to Sound In Marketing Learning and Dreamr Productions for centering my day. It's a nice reminder that taking the time to make sound on purpose matters. Get yours today! Links can be found in the show notes.
Back to you, Jeanna. Thanks, Suze. Season eight is just around the corner, but in the meantime, there are over 100 episodes of the Sound In Marketing Podcast to catch up on. Here are just a few to get you started. They are also specifically relevant to the upcoming season, so go get it! The sound of General Motors. (Transition Sound) We want to make sure the sound which is pleasant, yet alerting. It’s a very delicate balance of meeting the legal requirements. Versus making the customer happy.
That's where the whole challenge of sound design starts. POS; Retail's Weakest Link. (Transition sound) Our memory of an experience is largely dependent on what we're feeling at the extreme or peak moment of the experience, and what we were feeling when the experience ended. Our memories consist of a series of highlights, rather than a full and unimpeachable record of facts and events. The end point of the shopping process is pretty clearly payment.
Bearing in mind that this part of the process is an emotionally distressing one for the vast majority of consumers. It becomes pretty clear that we haven't applied the lessons of the peak end rule to the shopping process. What Is Sonic Branding? (Transition Sound) It’s without a doubt an exciting time to be learning about how to use sound to attract attention to alter consumer behavior. To get someone to ask to buy.
These are things that we can do just using our voices, our music and our sound design expertise. So the opportunity is much bigger than any one of us can really point to right now. Are Jingles Better Than Sonic Logos? (Transition Sound) While a jingle is a catchy little ditty. A Sonic logo could be anything from that to a light buzzing sound coming from an electronic device. So could a sonic logo be a jingle? Of course, but it's not limited to just that. Times have changed.
Where once a song was really your only relevant way to get your point across sonically. Now we have all the digital things where a buzz or a beep could tell just as relevant of a story as a tune, or maybe an even better one. Left Coast Airlines happy clouds for normal people. Sound In The Shopping Experience. (Transition Sound) When you spend wisely, when you spend meaningfully, there's a real payoff to that. And it helps you feel good and feel content.
And you know the role of music in that equation. It's really cool. And it wasn't for us just about, hey, let's make this crazy song with Sixième Son. Although I will say, as a marketer, it's like been by far the most unique project I've worked on. (Home Depot Son fades in) And the Home Depot, Orange Song. I'll link to all of these in the show notes. Don't forget to subscribe, share and rate! More people should know about this stuff. I know you know that now.
Let's make this world of sound more intriguing, more unique, and more and more on brand.