(Includes Excerpts From Wikipedia)
Branding encompasses many tactics intended to convey organizational or product identity (who an organization is and what it stands for); enhance consumers’ experience of a product or service; or extend an organization’s relationship with its audience.
Creating a brand experience using sound is within the area of sound branding. Brands now look to engage with their customers on a much deeper level. The opportunities for creating a sound branding experience that conveys a brand essence and soul is possible. Intel’s musical logo is as recognizable as the Intel logo itself. When the Yellow Pages were still commonly used, James Earl Jones’ tone of authority was the “audio logo” for that product; Morgan Freeman is arguably the audio logo for VISA. The automotive industry’s use of both Keifer and Donald Sutherland, among many other celebrities, combines an existing voice brand that matches the customer’s perceived value of and “feel” for the car being sold.
Sound design for mobile phones, ATMs, laptop computers, PDAs, and countless other devices can improve the user experience by making tasks easier and more enjoyable. These sounds can also reveal something about the company that created the experience (and, in the case of personalized ringtones, something about the user him/herself). Manufacturers, software designers, and marketers who create these sonic experiences purposefully and with a view toward expressing something of themselves are practicing sound branding.
When choosing a voice (or sound designer) for your product or service, think about how important sound becomes in representing what you are selling. Find an expertly trained voice or sound designer who not only sounds good to your ear, but will subliminally prove your product or service noteworthy.