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3. So You Want To Make A Podcast: Sonic Branding

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This episode of So You Wanna Make a Podcast covers Sonic Branding, including:

  • Sonic logo vs audio logo: A sonic logo can be heard without visuals, while an audio logo just identifies the brand without saying its name.
  • Mnemonics, jingles, and brand tracks: These are all elements used in sonic branding - a mnemonics is an identifiable sound, a jingle is a sung ad, and a brand track is music identifiable for a brand. 
  • Podcast vs radio ads: Podcast ads can be host-read or host produced, while radio ads are typically louder and have more sound effects to get your attention (which can be intrusive in the intimate podcast environment).
  • Flexibility in ad formats: Ideally, ads should be flexible enough to work in both podcast and radio formats - but that means thinking podcast ad first.

Want to know more about how to make a podcast? Contact Ampel's Chief Audio Officer Josh Butt to learn more about Sonic Branding, Audio Content, Audio Ads and Sonic Experiences - or visit for more info on how to make a podcast or audio content that sounds different. 

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