Your Business’ Audio Signature

One of the definitions of “signature” is “a distinctive mark, characteristic, or sound indicating identity.”

Did you notice that sound was one of the options?

Now I’ve written about this concept before, but it bares repeating … using audio cues that identify your business or your brand can be a very powerful technique.

Why do you think that TV shows have theme songs?

Why do you think that brands like T-Mobile, the Intel and GEICO have catch phrases and signature tunes?

It is because the brain processes audio cues differently than written and visual cues … and businesses want you to remember their brand in any and every way imaginable.

So how can you create an audio signature for your business? Here are some suggestions:

• Get a signature tune and use it with all your audio productions:
  • Podcasts
  • Audio products
  • Internet radio show
  • Teleseminars
• Develop a catch phrase and use it in everything you do. For example, Verizon Wireless has “Can you hear me now?” and GEICO has “15 minutes could save you 15% or more on your car insurance.”
• Leverage your unique vocal style and play it up. Think William Shatner’s strange way of pausing in mid-sentence and emphasizing every other word, or Wayne Dyer’s smooth, calm, relaxed speech pattern.

Use your creative mind to come up with an audio signature that communicates your brand uniquely and your business will be recognized and remembered more powerfully.