Experiential marketing strategies operate from the premise that a brand is defined by the experiences associated with it. With all the experiential touchpoints available to engage consumers in today’s marketplace, managing a brand can involve an increasingly dizzying array of possibilities and pitfalls. Marketers realize more than ever the importance of making careful, intentional choices as they develop and manage their precious brand assets.
From where I sit, one of those intentional choices should be a focus on how a brand sounds. Whether we realize it or not, every sound that touches a brand has the potential to define and communicate that brand’s attributes. We select a piece of music to provide the soundtrack to a brand commercial. We choose a voice to read a script. We create sound design that adds to the atmosphere around the brand. And in the end, every music bed, every song, every voiceover, every sound associated with an experience of the brand is, at some level, contributing to its audio branding.
And that brings me to the point of this post: when it comes to audio branding, everybody’s doing it.