Branding

What Does Your Brand Sound Like? — An Audio Branding Primer

Headshot of Michael Crawford
By Michael Crawford

What comes to mind when you think of your company’s brand? If it’s a logo, graphic standards, taglines or positioning in the market, you may be running the equivalent of a silent movie. Brands go beyond these visual and strategic components. Brands are feelings. And one of the best ways to create a feeling is through sound — especially music. We call this “audio branding.”

What Is Audio Branding?

You may not realize it, but audio branding is everywhere.

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Headshot of Michael Crawford

Michael Crawford

Michael Crawford became interested in healthcare listening to the conversations around the patio table as his parents and their colleagues talked about work. For the past 30 years he's used his marketing expertise to help medical groups, hospitals and health systems connect with consumers, physicians, employers, brokers and health plans. He advocates for a strategic approach to marketing, audience-based communications, coordination between marketing and customer service functions, and early inclusion of the marketing discipline when planning services. His work has earned more than a dozen awards over the past few years. He’s no stranger to healthcare reorganizations or healthcare reform, from the failed effort during the 90s to the implementation of the ACA to today’s efforts at repeal. His blog, Healthcare Marketing Survival Guide, offers advice for B2C and B2B healthcare marketers trying to chart their course during uncertain times. Connect with him via LinkedIn or follow him on Twitter @health_crawford.

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