Audio Branding Solutions - SOUND DESIGN: NEW MEDIA

By: Audio Branding Solutions  11-11-2011
Keywords: Branding Solutions, Sound Design, Online Video

New media channels present exciting possibilities for audio branding - it's all about finding a unique sound in brand spaces that are changing faster than most would dare to imagine.

These channels pose certain challenges that traditional sonic branding solutions have found hard to deal with. Existing audio logos and signature soundtracks often come up short or are simply incompatible with these new channels.

Our definition

New media channels (for purposes of our definition) include:

  • Web
  • Podcasts and online video
  • Information displays and kiosks
  • Presentations: sales, media, training

What we offer

Sonic signature creation for new media channels

  • Audio logos and other signature sound elements customised around online and multi-media channels
  • Sound design for web, kiosk and presentation interfaces
  • Intelligent integration of sound into websites and kiosks

Sonic branding workshops - new media

New media channels require greater strategic planning for HOW sonic signatures are to be used and how it fits with the overall corporate audio strategy. Our workshops guide clients to discover and define their unique sound in online spaces and to create strategies for implementing these sonic signatures.

Some of the topics covered:

  • how new media channels are different from more traditional channels like radio, television, etc.
  • how users interact with these channels
  • user perceptions of sound online
  • technology and the intelligent use of sound

Some thoughts on sound and new media..

Interactive VS one way communication

By using one way communication channels like presentations and information displays, WHEN and HOW sonic branding elements are presented can largely be controlled - similar to radio or television advertisements.

More interactive channels like the Internet and information kiosks require a different strategy for the deployment of sonic branding elements, since the timing and frequency of user interactions cannot be controlled. What can be controlled however, is WHAT the user hears when the interaction occurs.

Strategic sonic branding - not bells and whistles

The use of sound on websites and kiosks are still met with considerable resistance from users and industry professionals alike. Through the years it got a bad reputation, mainly due to poor implementations and general ignorance of how sound can and should be used in these channels. More often than not, sound bits are thrown in as bells and whistles (almost literally..) to spice up the user experience - without any real strategy or brand-conscious thinking. The result: irritated users and a bad brand communication experience.

Not using sound isn't the solution either - the web is no longer a quiet place.

The key lies in the strategic use of carefully designed sonic brand signatures - elements that are flexible, user friendly AND deployed in an intelligent way.

Keywords: Branding Elements, Branding Solutions, Online Video, Sound Design, VIDEO INFORMATION

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