Branding: The practice of orchestrating every aspect of a company’s outward presentation—how their products or services work, what they look and sound like, what language is used to describe them, what visual-design characteristics distinguish them, how employees appear and behave, how the organization itself is represented visually and verbally, etc.—so that the desired image of the company and its products/services formed in the minds of its audiences.

Audio branding is concerned with the audible components of brand experience: what customers hear and how it affects their perceptions of and feelings about the company, product, or service. As with every other type of branding (visual, verbal, behavioral), audio branding must be authentic and consistent across every customer touch point to be effective. Therefore, the consideration of sound and what customers hear should be an integral part of a company’s broader branding strategy.

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