I’ve seen (heard) countless businesses waste appalling amounts of money on audio ads. That’s not to say that audio isn’t a viable medium. In fact, it’s one of the most powerful. The wasted money is due to inefficiency. Most businesses fail to take advantage of audio’s strengths. The biggest mistake advertisers make is they think only in terms of getting a message out. But an ad is also a branding tool.

It’s not a bulletin board; it’s a billboard.

When you produce a visual ad or design your product, you don’t just use plain text. You use your unique colours, imagery, and typeface. Every time your audience sees your ad, you’re building brand recognition. Those visual assets become more effective and more valuable every time they’re used.

When you find yourself in an audio-only medium, none of your visual assets carry over. When you can’t see the brand, you have to be able to hear the brand. This can be done with an audio logo, jingle, or even a brand voice.

This is, of course, a long-term strategy.

Have you ever heard an ad that can’t stop repeating their name? That’s to compensate for a lack of brand recognition. When a brand has a familiar sound, you don’t need to keep repeating your name because your audience already knows it’s you. Over time, you build the same brand recognition sonically as you would visually.

Unbranded ads only engage while they’re airing (and if the listener is paying attention). From a branding perspective, you’re essentially starting from scratch every time you start a campaign. Branded ads work overtime. Sonic signatures become part of the public consciousness. Just like in personal relationships, consistency and familiarity build long-term relationships.

It’s the same difference as renting an apartment and buying a house. When you rent, you rent for the time that you’re there. You don’t get anything back after. With each mortgage payment, you build equity. But instead of building equity in real estate, your ads are building equity in your brand. Your recognition and brand equity compound every time you advertise.

When is the best time to start an audio brand? About twenty years ago. McDonald’s first released their audio logo in 2003. Today that logo is a billion dollar asset. When you hear a McDonald’s ad, they don’t even need to say their name. You know it’s them. They’ve built that critical mass of brand salience. Their ads work harder because of the brand recognition and equity they’ve built.

In competitive market, it’s not enough to be noticed. You have to be remembered.