Bringing a Visual Brand to Life Through Audio with Colleen Fahey, US Managing Director at Sixime Son
The managing director at Cesium sewn welcome colleen. Thanks for being here. Thank for inviting me jury. I'm delighted to be part of your podcast. Yes I want to start up with something that you wrote that I thought was really beautifully written. You had said that as consumers move off pages and onto devices brands must create tailored audio identities and treat them as coherence systems when I realized that this was happening all over Europe but had barely touch the US. I knew what I wanted to do with the rest of my career. Create Distinctive Memorable Coherent Audio Architecture for in short audio branding and you said for the rest of your career. Do you speak more about this passion of audio branding. Well I I want to say that I have had a long career. I know this will be my last big career initiative but I did. I just fell in love with it at first sight. I was in the audio branding. Congress in about two thousand eleven or twelve and. It was the first time that I had ever heard of the idea of being disciplined which your sound has brands are with their colors. Typefaces and logos and the idea was such a big idea to me and I felt that nobody was handling it with that kind of rigor discipline and sort of artistry in the United States and at the time marketing was going down a very tactical pass people were into qr codes and virtual worlds and all kinds of sort of shiny object tactic which was not interesting to me. I really wanted to work on a strategic level but I am a creative director so I also like to have the creative aspects as part of my career so when I saw that there were people using creative strategically in the world of sound. I thought this is. This is what I wanna do and what happened was something big occurred later. Which was what I never realized when I was saying you know as consumers move off pages and under devices. I didn't realize that a few years later. I'd be saying as consumers move off Chiba towards and insecure voice. Interactions brands must create tailored sonic identities. So it's gotten more important than it was when I started and it was already important then. I love that and I'm curious. What did you notice what's happening in Europe with audio branding at the time? And why do you think they adopted it faster than the? Us There were many audio brand being used in Europe. And I had seen that when I've seen their work at the audio branding. Congress one of the most gorgeous ones was something used by the French national railway. That signaled an announcement dude but it also was the door opening and it was also in the TV commercials the same DNA carried through and it was on the telephone hold music and it was integrated into even the robotic trash can so. I just saw this beautiful coach that had a language of its own. That people understood. But I'm saying ladies listen up you know you hear the little signal in the train station. It was kind of Calming Reassuring. Attention getting it did the job so much more efficiently an elegantly than using a voice or a buzzer or a B. So that was the thing that really impressed me. But the reason I believe that Europe's got into this faster than the United States is that for Europe for European company to get market as big as the United States. They have to market in many many languages so for them. It's kind logical that they might want to have a universal language that people can understand like music whereas in the United States. There's an assumption that everybody's speaking the same language that's an important point that also just shows how sometimes the US feel so entitled. I think you're right. I never thought about that that you need something that everyone's GonNa understand in. There is the assumption that the US people speak the same language. But that's certainly not true. It's increasingly not true. But there's still the assumption in marketing for sure unless you have huge budgets and you can start going to smaller banks groups and I wanna say it's funny because you're the second person who has mentioned France right. Is that what you said the French railway? It's their sound right. Yeah you're the second person. They like it. In France. Ninety eight percent of people can't identify it on the first who knows if well done and it's very famous in Europe because the French national railroad also goes into other countries. So it's well known outside of France also. I chose the French company to open in the United States. So I'm very aware of what's going on. In France. There were wonderful cases presented at the Audio Brenning Academy also that were one was for the city of GonNa Guess Vienna. Maybe and one was for a bank in Germany so the whole spectrum the whole of different kinds of companies and organizations was represented. That's great and you know we've had a few other sonic branding audio branding. People you know in the space on this show. What makes how your company does audio branding unique well. The most important thing is that we are branding people and designers friend designers but we don't work in visual design work in auditory design. We are one hundred percents focused on branding. We have a branding methodology. And we've worked on over four hundred brands so we think about brands and all of our staff composer sound designer staff as well. Our strategists are in house so we moved them around to different brands of different types. So get very well versed in how to think about it. They might work on a toothpaste. Might work on an energy company. Then you might work on a toy company and you get to begin to be more fluent in the language of brands because it's all done in-house inching by great obscene people. Don't feel that this is mine because you often are working with other people who might say. Hey this theme sounds great but other parts too complicated. They worked together to fashion these brands but is the most important thing because I think a lot of people use freelancers a lot in freelancers. Don't come from the branding world. They're musicians and musicians are good at music. But they're not always perfect for thinking about how this brand. Last ten years how will be able to eke its way into off of commercials and enter? Telephone hold music and into voice skill and into any little sound for my device. There's a particular way you have to think when you're thinking about Randy. Yeah I mean. I'm brand prison myself. So I one hundred percent agree. There's so much more that goes into it and I like that you're pointing out that it's not just about Sandra music that there's a brand component as well and I'd love for you to talk a little bit more about how and audio brand can be used because for people that are not in the space. A lot of people can't visualize it. So can you share with us? Some ideas of how and why it could work for a company who different clans come to us with different entry points into this audio branding world so one might be create a huge boost for a launch of something at a expo. One might come to us. Because they're rebranding and they're launching a whole new campaign. Another one might have a new drug that they're putting back into the marketplace and they want to convey what's different about this drug or what. Their intentions are with thread without making claims. People come to us with a variety of needs. Always take them back to okay. What does a competitive marketplace? Where are the white spacer? How do you and out from your competition? And then what are your values and your personality that you want to convey in the marketplace so from there we create DNA for the brand that ends in the audio local and that becomes like auto style guide for your key campaign your Social Media Library of pounds and transitions so you have your own branded sound for all video content. You're putting out into the world or podcast content. You might be running a huge meeting maybe a world and then when have walk in? You're sick and you WANNA have rise to the stage music. You WanNa have a huge brand video. That introduces the idea. You often have people calling. Because that's the only human contact they have with companies that are in the digital space. So how does the brand convey itself when they are on hold you? They need to be listening to volley or would you like to be saying something that relates your bread. And then what are the sounds in your devices in in your so? We've recently completed. You know something for a headphone and auditory company. Like what's the sound of on and off and battery low in connecting? The is your job. That doesn't sound like.