Beyond jingles and needle drops: What every brand needs to know about audio branding's power to persuade

Abstract

Two major trends make it urgent to manage the audio component of a brand: the explosion of touch points and the fact that all new touch points are audio-enabled. Today, brands must strive to be as meaningful in their audio expression as they are in their visual one. Brands that want to stand out must create a distinctive audio DNA that expresses their values and then express their sound coherently across contact points. If there are graphic standards, there should be audio standards, if there is a visual style guide, there should also be an audio style guide.