Audio: the missing piece of the branding puzzle

In the realm of storytelling, audio plays an indispensable role. It’s an invisible yet potent medium that transforms narratives, evokes emotion, and strengthens brand identity. ??

However, audio is often overlooked in brand identity. Visual elements often dominate and there is a lack of awareness that audio is even an option. Additionally, challenges in measuring impact or setting aside budget to develop audio elements further deter audio’s integration into brand strategies.?

To understand the impact of audio, we asked our very own seasoned music composer, Chris Lancaster, to explain the key elements that make up audio storytelling.??

Audio identity uses theme music, jingles, and sound logos to uniquely distinguish a brand or story, creating emotional connections and memorable experiences.?

Audio identity is the unique sound signature that distinguishes a brand or story. It includes everything from theme music and sound logos to jingles and ambient sounds. Unlike visual mediums, audio is invisible which gives it a certain power and immersive effect.??

“Audio takes you on a journey from happy, to sad, to scared – it really controls the narrative," Chris explained. “Sound elicits a feeling response. Every person has emotional triggers, it’s just about finding the right one.”?

Creating an audio identity involves carefully selecting and developing sound elements that reflect the essence of the brand or story.??

“Take the iconic soundtracks of Hans Zimmer. His music alone can evoke strong emotions, but when paired with what you’re seeing on the movie screen, it creates a complete and memorable experience.”??

Consistent audio elements help build familiarity and recognition, with simple jingles or melodies creating a strong association with a brand.??

“You’ll notice that brands use jingles and what is known as ‘sound logos’ to create instant recognition, and their audience forms an emotional connection to that sound,” he said.?

"You hear the jingle and instantly think of the business that it’s associated with. It’s an effective way of communicating."?

Successful brands use audio to create familiarity, matching the audio tone with visuals to enhance the audience's experience and make the brand more memorable.?

Successful brands leverage audio to build a sense of familiarity. Movie audio tracks such as Star Wars and Jurassic Park use distinctive sounds that become instantly recognisable and memorable. These sounds are not just background noise; they’re an integral part of storytelling that enhance the audience's experience.?

“It’s important to match the tone of your audio with the visual content,” Chris said.??

“A mismatch can lead to a disjointed audience experience, and you won’t be able to evoke the desired emotional response. Understanding the context, and your audience, plays a big part when you’re creating effective audio. If you can match the two, you’ll create a brand that resonates, and a sound that builds familiarity.”?

???Listen in: How 10 seconds of familiar audio can make the world of difference.?

Integrating audio into a brand can leave a lasting impression.??

Audio can trigger our feelings and enhance the emotional depth of a story.??

“We’re talking about the limbic system here. Basically, your brain is stimulated by audio. It lights up and just picture your neurons having a rave in there," he laughed.?

Various techniques are used to evoke emotions through sound, such as the use of melody, harmony, rhythm, and sound effects.??

Chris says a key strategy for eliciting an emotional response from your audience includes tailoring the audio to fit the narrative.??

For instance, a suspenseful scene requires audio that builds tension by using escalating rhythms, dissonant chords, and subtle, unpredictable sounds to create an atmosphere of uncertainty and anticipation. While a joyful moment might need an uplifting melody using major chords and lively tempos.??

By carefully crafting the audio, the audience follows the emotional highs and lows of the story.?

Integrating audio into your company’s overall brand can enhance presence in a crowded market and leave a lasting impression on your audience.?

“Make it memorable, and the engagement follows,” Chris said.??

“Consider how successful brands like Coca-Cola or Intel use specific sounds in their advertisements and products. These sounds are not random but carefully chosen to align with their brand identity to create a cohesive narrative.?

“This is more of a marketing function, but some brands are crafting playlists that they make available through music streaming platforms as part of their advertisement campaigns. This is quite clever because if it’s a chain of stores, it creates consistency of tone/sound as they’re all playing the same music; and then if the brand has custom music, their customers associate it instantly with that specific brand.”?

New technologies such as AI and immersive soundscapes are also shaping the future of audio in storytelling. These advancements allow for more personalised and engaging audio experiences.?

Chris predicts that audio will continue to evolve, with more emphasis on creating tailored and immersive experiences for customers. As technology advances, the possibilities for innovative and impactful audio storytelling will expand.?

Audio is a powerful tool in storytelling and brand building. It creates identity, builds familiarity, and evokes emotional responses. By understanding and leveraging the power of sound, brands and storytellers can create more engaging and memorable experiences.??

To explore how you can enhance your storytelling and brand identity with audio, check out our full list of products and services. Let us help you create a unique and impactful audio identity that resonates with your audience.?