How to Use Sonic Branding for Your Podcast

Seeing is believing, right?

And belief in a brand is what leads to success. That’s why people focus on logos, obsess over color schemes, and pour their attention into assembling the perfect aesthetic. Even for brands built around an auditory medium like podcasts.

However, there’s an argument to be made that a podcast’s most effective asset is something the audience never sees. A deep bass, a sharp riff, or a quirky sound bite can do as much heavy lifting as your logo can.

With everything that goes on in podcast production, it pays for you and your podcast editor to lean into the underrated art of sonic branding.

What Is Sonic Branding?

This is the strategic use of sound to convey who you are as a brand. This is how your audience goes from “this is just another show” to “this is my new favorite”, all without having to fuss over visual representation.

If this sounds interesting and if it makes you want to give it a shot, here are a few tips for you:

1) Create an Auditory Logo

Quick, open Netflix. Now, pick a show. Any will do. What’s the first thing you notice besides that gigantic red N? It’s that distinct “Ta-duum” sound, right? That is their auditory logo; their calling card that tells you that what you’re about to watch is courtesy of Netflix.

You’re not a household brand, and that’s all the more reason to create an auditory logo of your own. When developing one, make sure that it captures the essence of your show. After all, it wouldn’t do for a lively, energetic podcast to have a slow, somber sound.

2) Have Customized Intro and Outro Music

There’s no denying that music can set the mood for any show. As cheap and convenient as generic compositions can be, the extra cost that goes to customized music can go a long way for your branding attempts. To be specific, customized intros and outros can provide the highest impact.

A good intro can ease your listeners into the right mood for your next episode. An equally good outro can serve as the proper afterglow, easing them back to reality once the episode has ended. With customized music for both, you aren’t just creating content. You’re crafting a worthwhile experience.

3) Feature Sound Motifs and Transitions

It’s easy to fall into the trap of binary thinking. When there’s a start, there should be an end. Opening sounds and music, coupled with their ending counterparts are great, but they’re far from enough. To truly utilize sonic branding, you need to consider a third path: what comes in between.

Sound motifs are significant additions to any show. Having small, recurring audio clues can inform audiences that specific segments are coming up. This can help listeners navigate the internal architecture of your show, all without a word from the podcast host. It’s “show, don’t tell” at its finest.

Why Sonic Branding Matters

Some might wonder why this is even a topic of discussion. Others might point out that the name, face, and voice of the host can be sufficient for branding. As important as the human voice is, there are a lot of benefits to reap from sonic branding.

• Instant Recall 

Sound has a way of triggering memories better than visuals. In turn, the memories triggered by a show’s signature sounds can evoke emotional responses. All of that can happen in an instant, before a single word can come out of the host’s mouth.

• Professionalism Signaling

Shows with minimalist productions can go far, but people still appreciate when one goes the extra mile in the name of detail. With some much care and attention paid to simple sounds, it can signal passion and professionalism. In turn, that creates trust and loyalty within the audience.

• Platform Independence

Your show may be confined to a single platform for now, but that’s not the case for your sonic branding. Clips of your show can easily be spread through social media or on reels and clips. When that happens, your brand recognition remains intact just by having your auditory logo featured for a few short seconds.

As you can see, there’s a lot to consider when it comes to making your podcast visible through sound. This is the aspect of the work that will test your podcast editor or podcast engineer’s mettle. In creating a highly sensory experience, you allow yourself to stand out in a sea of choices. And it’s all thanks to sonic branding.

Was this an interesting read for you? If so, then be sure to check in with the good folks at Podcast Engineers! Avail of your free discovery call today and stay ahead of the competition!