What Is Your Brand’s Sound? Exploring Sonic Branding with Joe Belliotti and Rebecca Jolly

08/02/23 • 42 min

Ever wondered about the magic behind your favorite brand's unique sounds? Does your brand have a sound? Have you ever really considered it? Every time we add music to our social media videos, or sound effects, we start to build a sound ecosystem around our brand – and that affects how your audience feels. In this episode, we’re talking with sonic branding experts, Joe Belliotti and Rebecca Jolly, about the release of their new book: How Music Grows Brands. They break down the science behind sonic branding, how to strategically select sounds and music that fit your brand’s target demographic and more.

Purchase your copy of How Music Grows Brands: https://www.howmusicgrowsbrands.com/

Subscribe to Arcade’s Newsletter, SCAN 👀 CLUB: https://www.arcadearcade.ca/scan-club

Show Notes:

00:30 - About Joe and Rebecca’s backgrounds.
05:00 - The importance of sonic branding in advertising.
08:00 - Splitting the spectrum of sound vs. visuals.
10:06 - What drove Joe and Rebecca to write their book?
14:15 - How sound influences branding.
19:25 - Should you use original music or stock music?
21:25 - The psychology of sonic branding.
25:15 - Which brands have integrated sound thoughtfully?
28:30 - Intentional sonic branding, jingles and resonating with consumers.
32:00 - How small to mid-size brands can start getting into sonic branding.
38:40 - Who is making waves and why?
42:40 - AI and the sonic branding space.
45:15 - Where to learn more about Joe and Rebecca.

Mentioned in this episode:

Sounds Nice: soundsnice.co
Mayflower Entertainment: https://www.mayflowerentertainment.com/
DJ Fresh
AIAIAI: https://aiaiai.audio/beautiful
Cathy Applefeld Olson - Hollywood In Mind: https://www.hollywood-mind.com/

Waves Podcast with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/
Production by Morgan Berna, editing by Oliver Banyard.

Purchase your copy of How Music Grows Brands: https://www.howmusicgrowsbrands.com/

Subscribe to Arcade’s Newsletter, SCAN 👀 CLUB: https://www.arcadearcade.ca/scan-club

Show Notes:

00:30 - About Joe and Rebecca’s backgrounds.
05:00 - The importance of sonic branding in advertising.
08:00 - Splitting the spectrum of sound vs. visuals.
10:06 - What drove Joe and Rebecca to write their book?
14:15 - How sound influences branding.
19:25 - Should you use original music or stock music?
21:25 - The psychology of sonic branding.
25:15 - Which brands have integrated sound thoughtfully?
28:30 - Intentional sonic branding, jingles and resonating with consumers.
32:00 - How small to mid-size brands can start getting into sonic branding.
38:40 - Who is making waves and why?
42:40 - AI and the sonic branding space.
45:15 - Where to learn more about Joe and Rebecca.

Mentioned in this episode:

Sounds Nice: soundsnice.co
Mayflower Entertainment: https://www.mayflowerentertainment.com/
DJ Fresh
AIAIAI: https://aiaiai.audio/beautiful
Cathy Applefeld Olson - Hollywood In Mind: https://www.hollywood-mind.com/

Waves Podcast with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/
Production by Morgan Berna, editing by Oliver Banyard.

Previous Episode

Are Brand Deals Dead? What Brands and Creators Need to Know in 2023 with Sean Scott, The Partnership Expert

Are brand deals dead? Is AI going to replace user-generated content? Should brands invest in creator partnerships? Where are the opportunities for creators to earn an income right now? In this episode, we sit down with Sean Scott, The Partnership Expert, to talk everything creator economy. Sean shares advice for creators looking to land big brand deals and turn their content creation into a lasting career. Sean also shares opportunities creators may not be considering (including a tip MrBeast uses), what channels brands should focus their spending on, guidance around gifting and more.

An exclusive offer just for listeners, grab Sean's "Creator Monetization Checklist" for free! This checklist is normally $9: https://thepartnershipexpert.gumroad.com/l/creator-monetization-checklist/WAVESFREE

Next Episode

Stop Fighting Algorithms & Take Back Your Power as a Creator with Cameron Uganec from The Leap

Are you tired of feeling like your content is at the mercy of social media algorithms? Cameron Uganec, SVP & GM at Thinkific & The Leap, is trying to show creators a better way to monetize online. Cameron is a seasoned expert in building brands and products in the creator economy. In this episode he shares insights on how creators can maximize monetization opportunities and build audience-centric brands. We explore the 3 phases of the creator economy, from the rise of social media influencers to the current entrepreneurial phase, and deep dive into the concept of ‘creator educators.’ Cameron explains why it’s more beneficial for creators to pursue an educator path rather than chasing influencer status. Cameron unveils his journey, from managing big brand accounts to now empowering content creators at Thinkific. We explore his experiences, insights and predictions for the creator economy, further illuminating the ways this economy is reshaping the digital landscape.

Learn more about Cameron:

Instagram @maketheleap
TikTok @the.leap
Twitter @cameronu
LinkedIn: https://www.linkedin.com/in/uganec/
The Leap: https://www.theleap.co/

Subscribe to Arcade’s Newsletter, SCAN 👀 CLUB: https://www.arcadearcade.ca/scan-club

Show Notes:

01:00 - Introducing Cam!
02:00 - How Cam got started working with SaaS companies.
03:30 - Working in the creator economy before it was called the creator economy.
07:00 - What phases the creator economy has gone through and where it’s at now.
09:00 - How to think like a creator educator.
11:00 - What are the benefits of focusing on the creator educator track?
12:00 - Getting over imposter syndrome around creating digital products.
14:00 - Taking an audience-first approach as a digital creator.
17:00 - How to stop being at the mercy of the algorithm and take back your power as a creator.
21:20 - Mental health concerns in the creator economy.
24:00 - Barriers to entry with digital courses and falling into a perfectionism trap.
27:00 - The story of The Leap and how we worked together to build an audience that ultimately led to a low customer acquisition rate.
31:30 - How to validate the type of content you’re making.
34:00 - Who is making waves and why?

Mentioned in this episode:

Waves Podcast with Mike (@mmmiiike) and Mitzi (@mmmitzi).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/

Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).

For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/
Production by Morgan Berna, editing by Oliver Banyard.

Big Things Podcast - What Is Your Brand’s Sound? Exploring Sonic Branding with Joe Belliotti and Rebecca Jolly

Transcript

Speaker 100:00:00.119

So there's all these ways people experience music , and it doesn't just have to be through the content , through the audio . It can be through the experience of music and be the watching , going to events or even using music to help tell your story .

Speaker 200:00:21.161

Welcome back to Waves powered by Arcade , a show for marketers , creators and entrepren