I just started a new group at LinkedIn: Sonic Branding and Identity. If you're part of the network or looking to build contacts in this biz, this will -- over time -- serve as a beacon for resources. On that note: be sure to also check out the International Community for Audio Branding over at Ning. Feel free to drop in and say hello.

It's a new year in a nascent industry -- no better time to address the opportunities and challenges we face as an industry in the coming year. That's what I'm exploring in this piece. Note that these are, naturally, my opinions only. I speak for no one else. These ramblings may, in fact, be simple projections of what I want rather than what I expect. If you think so, call me on it. And by all means join the party by adding your own predictions to the forecast. Put the needle on the record: Ask around: what exactly is audio branding? Audio identity? Sonic branding? Sonic identity? Visit the websites for ten different firms and get ten different answers. This gumbo of offerings slows industry growth and dampens the market; prospective clients don’t buy products or services they can’t understand, and a fuzzy value proposition equates to longer lead times. Nobody wants that. Brand consultancies, sound-design production houses and equipment resellers offer very different services, and shouldn’t be mistaken for one another. Online, however, it’s difficult to tell the difference between these three -- or any huckster with a copy of Garage Band and a website, for that matter. Future clients who are researching this field shouldn’t have to sort it out. That’s up to us. What’ll it take to grow a shared understanding of our practice? A common language. Best practices. Case studies. Measurement. ROI. It'll be messy, but it all starts with conversation and community. This year we will see a lot more of that -- both in face-to-face forums and online. No doubt about it, this is a highly creative field. But to ignore or downplay the business case for sonic branding is to miss the full equation. Brand-based audio assets are financial assets that grow in value -- especially when deployed as part of a sonic identity system that allows multiple touchpoints to reinforce one another. They create economies of scale. And they build recognition, awareness and preference of and for a brand, which translates to monetary value. That’s just the short list. It’s up to us to continuously position the benefits of audio identity and sonic branding on financial terms. Service providers who speak the language of business will move this industry forward. Doesn’t it seem that today most common issue regarding audio and interactive media is limited to the question of “shouldn’t your have audio on your website?” Ack. There is no didactic, prescriptive answer, is there? And more importantly, doesn’t this miss the bigger questions of: 1) would/could/should/how can audio augment the user experience?; and 2) how can it link to or reinforce other brand initiatives -- how can it work harder for the brand? The digital marketplace is huge -- and still growing. There’s a lot more to digital media strategy than just asking just a few pedestrian questions. Those who understand the right questions are more likely to become a client's strategic partner rather than a mere provider of content. Have you noticed an uptick in the conversation -- at least online in the last six months -- about the role of sound at the product level? Methinks this is bound to continue gathering steam, and my expectation is that the buzz will expand beyond traditional “sound UI” and sound design for products. Retail environments, public places and physical spaces are becoming increasingly more important in the relationship between people and brands. The high-value opportunity for audio/sonic branding firms isn’t in providing just bleeps, blips and soundtracks for these experiences (late in the creative process) but in the broader consultative role of experience designer, director, producer, and curator for brand-based, audio-intensive experiences. We will see Design Thinking (yes, with a capital D and T) move to the forefront in 2008. What happened when the studio musician, the sonar expert and the ethnomusicologist walked into a bar? We have no idea. It's never happened, but you can bet the conversation would be an ear-opener. This lack of collaboration is unfortunate given that most other design disciplines have found a way to work across typical boundaries to create create compelling products and in fact address some of humanity's grander challenges. Take, for example, the Hippo Water Roller or Design for Democracy. These innovative efforts came about via collaborations among industrial designers, architects, design researchers, visual designers, and so on. This is very much the IDEO or Archeworks model: pick a problem, throw a variety of skills into the mix, and see what happens. Today, though, most sound-based specialties generally live in isolation of one another. And rarely do they work in meaningful, game-changing ways with other design disciplines to address social concerns. This, too, will change in 2008. I'm not sure if this will be a competition, an event, or some other forum. But I am sure that we have a lot to learn from one another, and that we'll all be much better off leveraging each others' strengths -- people in need benefit from the solutions derived from such work, and down the road, brands benefit from the innovation process that ensues.

There you have it for the future of audio identity in 2008. At least in one man's eyes and ears. Now let's see what's buzzing in your brain...comments, ideas, and constructive feedback encouraged. I'm all ears. -- Noel Franus

Happy new year! This past year has been a remarkable 365 days for those of us in the business of audio branding, sonic branding and audio identity. In 2007, colleagues and clients alike have fortunately expressed expectations well beyond the level of novelty...interest and money isn't going into audio branding because it's cool or new. It's going into audio branding because sound is increasingly understood as a valuable tool for communicating a brand and its intentions.

Why? As you know, things are changing. Where, how and what brands communicate is something we all thought we've had figured out for the last sixty-plus years (it's in advertising and on the sales floor, right?) but now that our world has become increasingly fragmented and our media ever more one-to-one, all we know for sure is that nothing's for sure. People don't watch as much TV as they used to. Product experiences drive perceptions. Personal, mobile media is both the present and the future, yet most of us barely even know what that means, really.

Brands that must stay front of mind understand that having a well-constructed audio brand strategy provides a comprehensive, cover-your-bets approach to future brand identification and communication. Some of the reasons why are probably familiar to you by now: music, sound, voice and silence can alter behaviors in ways that nothing else can; sound communicates when and where visuals can't; unique, proprietary sounds are unforgettable (in ways we can't escape, like it or not); and music is an ideal vehicle for audience/customer engagement and collaboration. Perhaps most importantly, music can communicate in mere moments what words, images and visuals often take minutes or longer to achieve.

The list of benefits goes on, but the takeaway is simple: the delivery and consumption of media will always be in flux. And brand-savvy companies looking to create meaning amidst the cacaphony must leverage every tool in their toolbox for doing so.

I'm thrilled to have worked, in 2007, with brands that get this. It's not even that they're the most innovative among peer brands (though, of course, they are ;-); it's that they have their act together well enough to see the future, understand it somewhat, and plan for it now. Those that can't or don't do the same will be left scrambling. (I don't quite know, yet, what the sound of scrambling is, but I can assure you that it's not pleasant.)

So there you have it, a last post and the end of the year. If audio branding is your business, too, then I'm sure you've experienced this as well. No doubt you're excited about the new year and beyond.

A new year which, by the way, will kick off with a five-things-to-watch-for-in-2008 piece here at this site. I'll follow that up in mid-January with the second of a two-part article series at the AIGA Gain website. (The first, Building Brand Value Through the Strategic Use of Sound, provided an introductory overview of audio branding and identity; this upcoming second piece is a real-world, client case-study for a brand we know and love.) All of which will be followed by yet more surprises.

So stay tuned. Get in touch (noel at intentional audio dot com). And keep in touch. Here's to more good things to come in 2008.

-- Noel Franus