Marcia Yudkin is an author, speaker and marketing mentor who publishes a weekly email called The Marketing Minute. I've been a fan of Marcia's work for years, so I was excited when she reached out to ask about audio logos, one of the services we provide through BusinessVoice, our Caller Experience Marketing agency.
An audio logo accompanies, supports or even stands in for a brand name. (Listen to samples.) Just like a visual logo, a slogan or a corporate color, an audio logo is an identifier that reinforces brand personality and strengthens recall.
Here's Marcia's September 23, 2020 Marketing Minute:
The pandemic seems to have accelerated the use of multimedia in marketing and business communication. So, I thought it would be a perfect time to interview Marketing Minute subscriber Scott Greggory about audio logos - snippets of music, voice or sound effects that identify and brand a company.
"Just two or three seconds long, audio logos can be used anywhere sound can be played: in broadcast media, on websites, in on hold marketing or online videos, with apps or podcasts, audio books, e-learning and more," says Greggory, Chief Creative Officer of BusinessVoice.
With repetition, customers associate them with the brand, "producing an almost Pavlovian response," he adds. "Think of the excitement you feel hearing the Netflix audio logo, knowing that your favorite show is about to begin."
From the BusinessVoice Blog:
* In the U.S., 75 percent of the top audio 20 logos feature a melody (something that can be sung, versus a tone, sound effect or spoken words).
* Audio logos with a melody get better results than non-melody ones.
* Audio logos incorporating the brand name spark five times more brand recall than those with just music or sounds.
The Value of Audio Logos
There's no doubt that sight influences most of our buying decisions, but the amount of visual information consumers are exposed to these days is overwhelming. It's impossible to process it all. That's why audible cues - like audio logos - stand out so well. And with enough repetition, an audio logo becomes inseparable from its brand.
Audio is also enjoying a resurgence, thanks to smart phones, smart speakers and new applications, so audio logos are a logical next step for brands. Anyone who's heard the audio logos for Intel, Taco Bell or Netflix knows how sounds immediately bring those companies to mind. The brands are stronger because of those sounds.
No one would argue against the need for a memorable logo or a consistent brand color. Those are powerful and valuable visual branding elements. By reinforcing brand qualities and strengthening recall, audio logos serve the same purpose for a different sense.