Audio Branding

nine10 Incorporated has partnered with The Beach Advanced Audio in Calgary to bring you state-of-the-art audio branding and production services!

What is an audio logo?

Do these sound familiar?

• The McDonalds "Ba dap ba pa pa.."
• The Intel Sound
• "If I was an Oscar Meyer Weiner..."
• "I'm stuck on Band-Aid Brand 'cuz Band-Aid's Stuck on me!"
• "Windsor Ford... you can count on us!"
• "Cars cost less in Wetaskawin"
• "Keddie's... Work, and western wear!"

We're willing to bet you can sing most of these note for note and can tell us exactly who they belong to (even without the names). Why? Because that's exactly what an audio logo is designed to do!

What is an audio branding?

If an audio logo is a single sound or jingle that identifies the company, an audio brand is how the company sounds in their adverising overall. This includes the voices, music, tone, pace, and writing that is used in all of their sound ads.

If you want to hear audio branding at work, just take a listen to a Safeway or Save-On Foods ad. If you've heard these ads a couple of times, you can probably tell who they are even without hearing the name. That's because they've carefully designed the sound of their company on the radio. The person's voice is the same for each ad (and in some cases exclusive to that company), speaks in a certain way, the music has a certain sound and tone, and the audio logo is splayed throughout the ads to reinforce the message and tie it all back to the company.

Why do I need an audio branding?

In the world of radio, television and video, a company without an audio logo or branding is like a retail store without any signage on the outside. You can bet that store won't get much business or attention from people passing by. Do you think your radio ads are any different?

Yeah, but I get ads produced for free through the radio station!

Great! We've heard ads produced by some stations that were fantastic! But the problem is that you can't rely on the stations to maintain a consistent sound and image for you every single time. Especially if your ads go between different radio stations or change mediums between radio, TV or video.

What often ends up happening is your company will sound like whoever has time to do your radio ad that day. It could be a female voice one month, male the next. The music for the ad will depend on the mood and tastes of that person too. Rock music one month, techno the next. And how are you supposed to stand out when the same guy who just announced the last three songs is now telling people about your company? 

Just like most newspapers and publications, radio stations provide ad production services as a courtesy to ensure there are no barriers for you to advertise with them. And it's a pretty good value for the price of free! But it is not the same as hiring somebody who specializes in creating a unique sound and identity to achieve a specific marketing goal for your company. Somebody that can create an identity that will last your business a lifetime!

If you are going to pay good dollars to be on the radio or television, then make the investment to brand the sound of your company. Otherwise you are wasting a golden opportunity to build equity in your company. Even if your radio ads don't work on a direct basis, you will know that each time they are played, you are etching your company into your customer's minds. Over a long period of time, that association will grow in value.

And maybe one day, you'll be walking along and hear somebody whistling the tune from your radio ad. That's when you know it was all worth it!

How much does an audio branding cost?

An Basic Audio Branding Package starts at $2,995. This includes the production of a unique audio logo or jingle for your company as well as the creation of a 30 second audio bed. An audio bed (or loop) is a sound "template" that usually has an intro, a pop in the middle, an ending and music throughout that you can use for all of your ads. All you need to do is add a voice-over for your specific promotion or sale and you have an instantly branded radio ad.

The cost of a basic audio branding is small when you consider that an audio logo could last your company 5, 10, 15 even 20 years! Look at jingles like "Cars Cost Less in Wetaskawin", or "I wish I were an Oscar Meyer Weiner", or "I'm stuck on Band-Aid..." They ran these jingles for years. And even years after they are gone,we bet you can remember every note and word. How valuable is becoming permanently etched into your customer's mind?

Who will produce my audio branding?

The Beach Advanced Studios in Calgary is a state-of-the-art, multi-million dollar production facility that has been graced by names like Anthony Hopkins, Brad Pitt, Leonardo DiCaprio, McDonalds and Coca-Cola. They have grown into one of the most sought-after production studios for their creativity and passion and have created audio brands for companies ranging from small mom-and-pop operations to multi-national companies. You can learn more about The Beach Advanced Audio at their website, www.thebeachaudio.com.

How can I get started?

Give us a call and we'll set up a conference between the three of us to discuss the possibilities. We will provide input about the brand from a visual perspective and some of the ideas that can be possibly translated into the audio brand. We can then work with The Beach to co-ordinate production, do some of the legwork, and provide you with local service and support.

Call us today for a free, no-obligation consultation on your audio brand!

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