Building an audio branding strategy — David Ciccarelli // voices.com

Quotes

• "Brands have spent years thinking about their visual identity. What do we look like? What are our colors and logo? Then it's like, what are the words and the value prop? How do we communicate that? But the gap is often what we sound like." - David Ciccarelli

• "Brands just aren't thinking about what they sound like because they often haven't needed to before. As a consequence, there's just a lack of terminology." - David Ciccarelli

• "In our research, people want to buy from people who sound like them, and that's the punchline. And therefore, whatever your ICP or target persona you're trying to reach is what they sound like in their natural habitat wherever they are in the world. That's who your brand ambassador is; your audio Ambassador should also sound like that spokesperson, be it on ads, you know, on commercials, beat on explainer videos, or a podcast." - David Ciccarelli

• "These three popular vocal archetypes represent brands. We looked at 500,000 jobs posted on voices.com Over the last couple of years and consolidated all of the roles, so think and styles that were being sought after into these three vocal archetypes. The first one is the trusted narrator. So, think of Morgan Freeman or Sam Elliott, David Attenborough, someone who's going to narrate a documentary, probably it's the role of the announcer they're authoritative, inspirational, intellectual, so that's the trusted narrator." - David Ciccarelli

• "The trusted narrator, the approachable expert, or that international guide, and does your brand which one of those resonate best? It might be a starter, and then you can decide based on that demographic." - David Ciccarelli

• "A sonic brand, or an audio brand, is the unique soundscape that drives home the tone and personality of your brand. It's the collection of music, sound effects, and the voice that communicates all that." - David Ciccarelli

• "The sonic logo range between three and six musical notes. It's not a whole jingle, not 15 or 30 seconds. It's just a few notes that prompt people to get into the right frameset or mindset for work, tasks, or entertainment they're going to do, or it's a memory that's kind of lasting afterward." - David Ciccarelli