Sonic Branding: Why Your Business Needs an Audio Strategy

Aug 17, 2021

With over seven million people in the UK now listening to podcasts each week, your business needs an audio strategy. Audio has fast become the new video. Don’t miss the lucrative audio wave that shows no sign of slowing.

Businesses that want to stay relevant connect with their customers and remain leaders in their market sectors must embrace audio content.

“We totally recommend that our clients always have an audio strategy because audio is ubiquitous,” said Jennifer Hungerbuhler, EVP Managing Director of Local Audio and Video Investment at Amplifi in the Pandora 2020 Definitive Guide to Audio Report

“Audio truly touches everything; it’s mobile, personal, social, interactive, engaging, emotional, live. But more importantly, as podcasts, speakers, smart devices and connected cars continue to grow, our clients need to understand how sound and voice can work for their brands.”

Why is sound so important for branding? Today we are bombarded with images. A conservative estimate is that we see over 5,000 ads each day. Often, these are silent. Adding audio can have a transformative impact on the audience.

“Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future,” said Raja Rajamannar, chief marketing and communications officer, Mastercard.

How does your business build a sonic identity? There is a well-understood visual language where text and colour can be used to evoke specific moods and drive us to take action such as clicking a link to view more information about a product or service. Audio can massively enhance these messages.

The huge expansion of podcasting and the enormous uptake of smart speakers using voice control and audio, have been moving through a renaissance. Audio Long Reads are the next significant evolution of business communications.

The demands that screen time places on consumers today can be overwhelming. To gain relief from these demands, consumers are turning to audio. Adobe found that 25% of consumers already report they have bought a product or service after hearing a digital audio ad.

Audio, though, is not just podcasting or audiobooks. There is a new audio format that is taking shape

Audio Long Reads transform the new written content your business is producing into highly engaging audio your customers and commercial partners can consume with ease.

Listening instead of reading has become commonplace thanks to podcasting, but what if your business’s reports, blogs, whitepapers, case studies and even your press releases could all have an audio version?

And don’t forget the vast archives of content your business contains. This content can have a whole new lease of life when you convert this material to Audio Long Reads – what Listen to Business calls ‘content re-gen.’

Josep Hernandez, Senior Director of Media and Total Connections Planning at PepsiCo, commented: “I’m so hot on audio. We are doubling down on audio. We need to seize on the huge shifts in audience behaviours; we can no longer multiply attention on multiple screens.”

Check out our website to find out how are Audio Long Read service can help your business produce highly engaging audio your customers and commercial partners can consume with ease.