Alexa, what’s audio branding?

For Christmas I bought my mum and step dad an Amazon Echo. I fully expected them to treat it as a bit of a novelty but to allow me and my brothers to use a Bluetooth speaker when any of us came to visit.

I was wrong project management tools. They’ve embraced “her” much more than I expected. They say good morning to it, they get their news from it, they add items to their shopping list and so much more.

The Amazon Echo is one of the first devices to arrive in the UK but Google, Microsoft and Apple are all expected to launch devices in the coming months.

So, what does this mean for brands and advertisers? As advertisers start to think about how they convey their message in short audio chunks expect more and more companies to start thinking about their audio branding.

In my industry Intel are always lauded as being the market leaders here. Who didn’t play the Intel audio sting in their head when they read that? Intel have managed to create an audio sting that rivals their logo for recognition.

Companies need to start now. Consumer brands who have previous experience advertising on radio have a head start. But, as devices like the Amazon Echo start to deliver real time personalized advertising – in a similar way that we’re used to on a website – B2B brands are going to need to start thinking about their audio brand.

Will they have an audio sting to company their brand name? How will it sound? Will they use a regional accent? Will a man speak or a woman? Will there be dialogue or one person?

As consumers to start to change their behaviors, advertisers have to adapt.

Siri, share this post to LinkedIn.

Are you embracing voice? What companies have started already with their audio branding strategy?