Sound trademark

Your brand has a look, but does it have a sound? In today's episode of the Expert Authority Coach Podcast, we're diving into the fascinating world of sonic branding.

The use of sound to make a brand instantly recognizable and memorable.

You know what I'm talking about.

It doesn't matter if you're a coach, if you're a service provider, if you're an author, if you're someone who has a service or product that you want to get out into the marketplace or yourself even better.

then my guest today is gonna blow your mind, because he blew my mind and I said, I have to have you on the show.

Jeff McQuilkin is a composer and sonic branding expert.

Now, don't let your brain blow out.

We're gonna tell you what sonic branding is in just a second.

If I can get something popped in with a couple words, pop a tent, you know, in your, in your brain, um, I'm going to try and do that.

And I thought audio illustration was a great way to describe, um, The effort that I'm putting forth towards sonic branding, the effort that I put forth towards composing, the effort that I put forth as a jazz musician, I would say, Ron Miles, it's spontaneous composition is essentially improvisation.

Mozart, Bach, Beethoven, Vivaldi, all of them killing improvisation.

improvisers.

But sound is more, as we said, primarily affecting.

And why I focus on audio for this is because, and you're about to ask this question, but I'm just going to say it.

How do you make the case for sonic branding? It would be that the sound of your name is the one thing that your brain can pick out in a sea of a thousand voices.

You would be able to hear somebody say, Phil.

I'm Brittany Rigby, Managing Editor at Little Black Book, and each episode I sit down with creative thinkers, marketers, and makers to discuss how the world's most creative brands use audio to make people think, feel, and act.

Today, I'm joined by two people behind the new Sonic Identity for Brand Australia.

They've literally created a sound for the country.

Sarah Holder is Head of Communications, Marketing and Engagement at Austrade.

Mike Barber over there is, is, uh, he is awesome.

And, uh, the stuff that he's doing with ZipRecruiter, I'm planning on actually having him on the show because they do the ZipRecruiters where they're doing, um, sonic branding massively.

Just a second, let me see if I can pull it up.

Yeah, ZipRecruiters.

It's trust.

Ad infinitum.

As far as sonic branding goes, Jordan Brady is the person we all have to thank for the phrase, the sound...

Bow chicka wow wow.

Let's not forget about legal and branding law.

Sound trademarks are a unique challenge.

You must prove distinctiveness and use.

While it can be hard for a sound to meet trademark criteria, once registered, it gives brands powerful protection.