AiC Episode 109

In this episode, Teri welcomes Audrey Arbeeny, the Founder/CEO and Emmy Award-Winning Executive Producer/Creative Director for Audiobrain, a globally recognized sonic branding boutique dedicated to the intentional development of music and sound.

Welcome, Audrey!

Audrey is the brain behind sonic branding and is highly skilled in many areas of sonic branding development and implementation. She oversees Audiobrain’s projects from start to finish, coordinating logistics, strategy, experience design, resources, and talent. In addition, Audrey oversees Audiobrain’s ongoing research in areas of psychoacoustics and biomusicology.

Audiobrain has consistently stayed leaders in this field through innovation, research, education, advanced technological skills, and forward-thinking initiatives for some of the world’s largest brands.

She comes on to the show to talk about the importance of sonic branding and how her and her team at Audiobrain have completely recreated the sound of the Alexa in Canada brand. She will also introduce the new sonic branding for Alexa in Canada.

Background

  • Audrey has had Audiobrain for 17 years and has been doing sonic branding for 25 years.
  • She defines sonic branding as the strategic and creative process that surrounds the development of a unified, authentic, and consistent sonic experience for a brand.
  • Audiobrain has done sonic branding for Xbox 360, the Holland America Cruise line onboard experience, IBM, and many more individuals and corporate entities.
  • They have also been music supervisors for nine Olympic broadcasts with NBC
  • Audiobrain won The Communicator Award for Best Corporate for Virgin Mobile USA and two Emmy Awards for their work on the Beijing Olympics and London Olympics respectively.

Sonic Branding with Audrey Arbeeny of Audiobrain

Sonic Branding and its Importance

  • A lot of people create audio as a one-off sound logo, and what Audiobrain does is the exact opposite, because they first do their research, discovery, strategy, and then try to find out what is unique about a client so they can figure out that client’s unique audio DNA.
  • When she’s teaching sonic branding, she asks people to first come up with a sound that represents how they feel they should sound like.
  • Most of them never bring in one piece of music because they never wanna leave out some part of a sound/music that makes them special.
  • Sonic branding is customized by blending together those unique sounds. Every sound points to something that is the core and essence of a brand or person.

Creating the Alexa in Canada Sonic Branding

  • Audrey and her team started out with discovery. They sent Teri some questions and Teri sent them some material and links.
  • They then looked at the places that Teri is present so that they could start to gather all of their research. After that, they looked into his personality traits and strongest characteristics.
  • They did an assessment and asked Teri where the brand was going, and then combined everything they had to create a sonic brand filter that was unique to Teri. It’s after that that the composers started to work on the sonic branding.
  • Audrey’s entire team was involved in every process, as they are with every project they work on.
  • They did a competitive analysis to look at other people that were doing podcasts or flash briefings, and found that nobody had strong sonic branding. They wanted to create a complete experience for Alexa in Canada.
  • They created the podcast intro, pre-podcast intro, outro, and several other different interstitials.
  • They also created the new Voice in Canada flash briefing intro and outro, as well as several other important sounds for Teri.
  • The whole process was seamless and wonderful for Teri.

List of resources mentioned in this episode:

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