Definitions
Below are a few words that come up a lot in conversations about audio identities. Hopefully these definitions will lend a perspective of what ‘ingredients’ go in the cake of creating an effective audio identity for a brand…
Audio Identity
Just as a company has a graphic identity (that includes their graphic logo, a color palette, specific fonts, etc.), they also should have an Audio Identity. It’s the collection of all the elements that declare a brand’s audio identity. Elements may include an audio logo, or the songs a company plays on-hold, or an instrumental track used in corporate videos, or music used in a commercial.
Audio Logo
An audio logo is the cornerstone of a brand’s audio identity. As Mark Twain wisely said in a letter to friend, “I’m sorry this is so long, but I didn’t have the time – so I wrote you a long one instead.” An effective audio logo sums up everything you want to express about a brand in a nickel of time. Usually 3 to 7 seconds. They’re often used together with graphic logos; such as 20th Century Fox’s audio logo, NBC’s audio logo – or THX’s masterpiece. They don’t have to be musical; but usually are. They are used by companies in every medium and application imaginable…
An Inspire
An ‘inspire’ is any specific element of an audio identity. They’re referred to as ‘inspires’ because their purpose is to create a feeling, an emotion, or inspire. An inspire may be an audio logo, or the songs a company plays on-hold, or an instrumental track used in corporate videos, or music they use in a commercial. It may be a distinctive ‘sound’ that is a part of the product itself. All ‘inspires.’
Brand Story
Kevin Roberts, CEO of Saatchi & Saatchi, said it best… “While many brands garner our respect, the most distinctive brands garner our love and devotion.” Here are a few with great ‘stories’ that endear you to their products… Tom’s Shoes. Ben and Jerrys. The Yankees. Notre Dame. Apple. United States of America. Starbucks.
Great ones establish the beliefs and values of the company by reinforcing everything the company is about. Every detail of the audio identity, (from the composition, to the instrumentation, to the sound texture) needs to emotionally support the brand story.
Earworm
An earworm is a song or ditty that gets “stuck in your head.” They’re usually jingles – because they usually last about 30 seconds. Sometimes they’re good for brands, sometimes they’re not. A good one was Coca-Cola’s “I’d like to Buy the World a Coke” because it was a pleasant song to have rolling around in your head. (As with most earworms, it’s melodically structured to circle right back around once it ends.) The Oscar Meyer Weiner song is a spectacular ‘earworm,’ positively expressing the brand. “I wish I were an Oscar Meyer Weiner…” Genius on so many levels… Meow Mix is an earworm that hurts the brand; who the hell wants the annoying “Meow, meow, meow, meow” stuck in your head?
Audio Soundtrack
The audio soundtrack are usually instrumentals that are like film cues; they’re longer versions of the audio logo that are used across many applications. They’re usually inspiring and uplifting – and usually carry through the melodic hook of the audio logo. Usages would be used as a music bed in corporate videos, under PowerPoint presentations, sometimes on website pages… United Airlines effectively plays extended versions of “Rhapsody in Blue” on its hold music.
Lovemark
A lovemark is the platinum record of branding. It’s when people (who own brands) are so emotionally attached to a brand that they feel connected to it. If a brand is a lovemark, they have extraordinary loyalty – and their best advertising the word of mouth of their customers. Astounding lovemarks include In and Out, BMW, FedEx, Yankee Stadium, Harley Davidson, Herbalife, to name a few. The goal of an audio identity is to help a brand become more of a lovemark.