The role of sonic branding is constantly increasing in our everyday lives, sometimes in a subconscious way. New audio mediums and technologies such as smart speakers, voice assistants, and podcasts are establishing themselves as an essential part of our life, making sonic branding especially relevant.

So what exactly is sonic branding? In short, it’s the action of translating a brand’s identity in an audio way. Every brand should be recognizable through more than just the visuals. While people are used to seeing corporate designs and recognizing brands via their visual styles and colors, now more than ever, it’s also crucial for them to be recognizable through sounds. And this goes beyond just a jingle – these days, brands are looking for sounds that describe their personality and goes hand in hand with their various identity assets.

Joining us on this episode of Hello, Audio! are why do birds and WESOUND, two Berlin-based audio agencies, as well as Jambl and Playtronica, two proprietary sets of technologies allowing to harness the power of brand sounds.

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