On this episode of the Candid Creative podcast, Antonio talks with the team at Drop Music Branding about audio branding. Drop Music Branding is run by Mauro González, Dalmiro Lacaze, and Gabriel Agüero. Dalmiro and Gabriel met in second grade and shared music as a common interest in high school. They met Mauro when they went to Buenos Aires to study at the music academy. They did music and advertising for different companies and now focus on sound design and audio branding.

Antonio and the team discuss what audio branding is and how prevalent it is in today’s audio/visual culture. They also point out the importance of connecting with your audience through sound and music, and the importance of making sure you know your audience, so you make the right choices with your audio branding. They emphasize that repetition is the strategy and that the actual sounds you use are important. The team strives to improve the world with their sounds, not add to the noise pollution.

The team goes on to explain how important audio branding is in creating a brand that is recognizable and that people trust. It is important that the sound is unique so that it will be easier to remember and recognize. The more people recognize it, the more they trust it and the brand is more successful. They share a few stories about how they have such a desire to create unique sounds, that represent the company well, that they have even used a company’s products, and recorded the sounds the products made in order to build the audio assets. Learning all about the brand and what the brand sells, and the brand’s mission and strategy is a very important part of building the audio assets and brand.

The team also talks about the difficulty of dealing with opinions and personal preferences when it comes to audio. It’s important to consider what is best for the brand, not the personal music preference of the client. It can also be challenging when the client doesn’t know what they want and they just want many options so they can choose their favorite one. The team is trained to put aside any of their personal preferences in order to best serve the clients and therefore best develop the brand. They also go on to explain how audio branding is not just about music, but it’s also about advertising. You need to consider both in order to be successful in audio branding. The team ends by explaining how valuable it has been to work together, as a team, instead of doing audio branding alone.

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Our intro, music, and audio assets used in the podcast were created by Drop Music Branding.