NASE Blogs

Have You “Sound Branded” Your Business Yet?

Thursday, January 28, 2016

By Rose Caiazzo (NASE Guest Blog post)

We all know that branding for your business is important…

However, have you created an actual "voice" for your company that reflects its branded style? 

It’s a fact.  Branding is a very important marketing tool that every business or organization should think about.  Why?  Well, simply put – it’s the personality that identifies a product, service, or company.  In addition, it's been proven time and time again that proper branding can result in higher sales (OK, now we’re talking)!  But, what’s even more interesting?  Truly successful branding is obtained when someone can remember a brand without being exposed to the company name, but rather through visual or audible signifiers.

On that note, let’s focus on what we HEAR.

Great examples of this can be found through the Walt Disney Company.  They are very successful with branding cartoon characters by the way they sound…Donald Duck will always have a "quacky" voice.  Porky Pig just can’t get rid of that darned stutter.  Goofy sounds – well, pretty goofy!  And, even a unique tune or set of notes can denote a brand, like NBC TV's Station ID chime.  Or, the newer Nationwide TV commercials, where the actors (like Peyton Manning) hum the tune throughout (Nationwide is on your side).  Sorry, is that in your head now?

So!  Taking a look at your own business or organization, what kind of sound do you need?  What style of voice matches what you do, and allows for others to feel comfortable and reach out for your product or service?

Here are some examples to consider… If you’re a spa, perhaps the initial feeling you want people to have is calm and stillness.  So, you might plan for a light, airy voice that sounds peaceful and relaxing.  If you’re a leadership consultant, maybe the sound you want is more powerful.  Studies have shown that using a deep voice helps others associate your business with being professional.

Although these are polar opposite examples, remember there are many more sounds in between!  How would an artsy clothing store sound?  An accountant?  A toy shop?  And, don’t forget… there are lots of places where your business needs that sound branding.  From your voicemail messaging, to explainer videos on the web, to local TV and radio commercials.

If you haven’t thought about it yet, take some time to think about it.  Especially with the New Year just under way, what sound will your audience relate to this year?

And, after you think more about it… FEEL it.  Think: Who is my audience?  Should the voice be male or female?  What do I want my script to say?  Do I have a special offer I can include?

From there, the only thing left to do is record!

You can either do this on your own, or hire a professional voice talent to record for you.

Either way…

It’s up to you to make the voice of your brand the most memorable it can be!

About the Author: Rose Caiazzo is a seasoned Voice Over Talent who partners with organizations around the world to write, voice and produce television and radio commercials, video narrations, voicemail systems and other projects requiring a “voice."  For more information and to hear Rose’s professional demo, click here.


  1. 6 Maria Simmons 27 Jun
    Of course "BRANDING" is important for any business. No business is complete today without proper branding and marketing. For a business to run, it needs to be popular among the people. I am working as consultant and I am going to recommend this article for their branding. This is a great article reflecting the importance of BRANDING for a business. Keep up the good work!

    Maria Simmons
  2. 5 Tammy Philip 01 Jul

    Most of the young people are interested in starting their own business now rather than working under someone else.  If we can come up with a good start up idea, it is now easy to start the business.  We need guidance. Thanks!

  3. 4 Gabriel Mitchell 08 Aug
    I have been meaning to write something like this on my website and you have given me an idea.  
  4. 3 JAMS 28 Aug
    Thanks so much for sharing this awesome info! I am looking forward to see more posts.
  5. 2 Benjamin Robertson 28 Nov
    The best article I have come across in a number of years.
  6. 1 Nick 16 Mar
    The best article in a number of years.


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