Audrey Arbeeny of Audiobrain Shares Her Expertise on Sonic Branding (Episode 156)
Welcome, Audrey Arbeeny!
Audrey Arbeeny is the owner and executive producer of Audiobrain. Audiobrain is a globally recognized sonic branding boutique dedicated to the intentional development of music and sound. Audrey is one of the best in the industry when it comes to sonic branding. According to Audrey, “Sonic branding is the strategic and creative development and deployment of a consistent narrative of a brand.”
How Audrey Got Her Start
Audrey took flute and voice at Carnegie Hall. Initially, Audrey thought she wanted to be a music therapist and worked with children who were deaf and blind. She also has extensive recording, editing, licensing, interactive, and sonic branding experience.
Audrey’s Background and Experience
Audrey is a 2-time Emmy Award winner. She has worked with top brands such as Microsoft, sonic branding for Xbox 360, IBM, Google, the New York Giants, Holland America Line, and Whirlpool. In addition, she also served as a music supervisor for 9 Olympics. Audrey is also a teacher of sonic branding at Pratt School of Visual Arts Masters and Branding Program.
What Happens if Clients Have a Limited Budget for Sonic Branding?
If people come to Audiobrain and have a tight budget, Audrey does not want to shortcut the client. Audrey believes that it is imperative to understand the essence of the brand.
It is also important to evaluate factors such as does the client have a sound logo? Where do they need the most impact? Audrey wants the focus to remain on the deliverables regardless of the budget.
What Does Audiobrain Look for When It Comes to Sonic Branding?
Audrey mentioned it is important to consider all sides to your personality and that is what creates your unique sonic branding.
When it comes to sonic branding, Audrey likes to take a deep dive with messaging and works to evaluate all aspects. Furthermore, it is also important to Audrey to keep the process of getting to the end result fun.
How Could Sonic Branding be Done at Scale in the Future?
Arbeeny stated, “There are so many podcasts but how many are actually done properly? If it were to be done…it would have to be super intuitive and have an emotional side. There are so many variables that will have to be considered.”
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