“Loyalist College, they have their own marketing people, they had just done a visual rebrand, so it was the perfect time for a sonic – not even a rebrand, they never had any kind of sonic strategy. So that was very exciting. And they had this new young marketing team too, and they were really receptive to new ideas, and they had this agency on board that had done their visual rebrand and their overall rebrand, and they were great to work with too. So it was a longer process and it was more involved, but it was all the right people on board, so it did go very smoothly even though it took a bit longer. Whereas that real estate agent, that was also a great experience, but it was just a completely different thing because I realized I'm not really branding a business, I'm branding a person." -- John Sanfilippo

This week’s guest has had a storied career, from music to media and advertising, and then to their synthesis in audio branding. He founded the sonic branding and production company now known as SoundWise in 2012, and he’s worked with businesses big and small to bring their brand into the realm of sound. His name is John Sanfilippo and in this episode, we’ll be unpacking his journey into audio branding and how the industry has transformed into the powerhouse it is today.

One of the most intriguing aspects of our discussion was the creation process of a sonic identity, a signature sound so unique it resonates without visuals or words. We dove deep into the connection between voiceover and sonic branding communities, reminisced about early sound experiences that have left a lasting impression on us, and even ventured into the iconic album Thriller by Michael Jackson. All the while, John expertly guided us through the process of using a brand's media, touchpoints, and environments to craft a compelling and recognizable sonic identity.

John also shed light on the nuances of audio branding for different-sized companies and the importance of understanding the emotional core of a client. We chatted about the creative push that comes with fresh ideas and the importance of integrating non-musical elements into audio logos. So, tune in, get comfortable, and let your ears guide you on this exploration of sonic branding.

As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes.  If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.

(0:00:01) - The Power of Sonic Branding

John shares his journey of how he got into audio branding and how it has evolved over the years. “The industry is very interesting right now,” he says, “because there are so many people doing it, but there isn’t anybody necessarily flying the plane. You know, there isn’t like one sort of authority figure saying this is how it is now, which I think is probably a good thing.” He explains the process of creating a sonic identity that is so distinct and consistent that it could work without visuals or words and shares his tips and insights on branding with sound today and about what the...