Every week, Gary LaBranche, President and CEO of the “association of associations” for the second-largest association community in the nation, discusses issues important to association executives in his weekly podcast. But the podcast was just him and a microphone. He knew that adding a distinct audio signature would not only give the podcast a more professional feel, it would brand it with sound. And according to studies by branding guru Martin Lindstrom and market research firm Millward Brown, sound has a 41% chance of influencing how people perceive brands.

To craft the right sound brand for Gary’s Riverview podcast, we learned about his audience, the core of his message, and the feeling he wanted to convey. We also found the signature sound for the Association’s Signature Stories podcast, the audio version of their monthly magazine feature, and worked with Gary’s team to develop an enhanced podcast of their economic impact study, which helped them show state and local legislators how associations advance Illinois.

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