{"id":12277,"date":"2021-09-17T14:20:53","date_gmt":"2021-09-17T12:20:53","guid":{"rendered":"https:\/\/brandification.com\/en-neuu\/?p=12277"},"modified":"2022-07-12T11:25:46","modified_gmt":"2022-07-12T09:25:46","slug":"interview-with-rainer-hirt-ceo-of-audity","status":"publish","type":"post","link":"https:\/\/brandification.com\/en\/2021\/09\/17\/interview-with-rainer-hirt-ceo-of-audity\/","title":{"rendered":"Interview with Rainer Hirt \u2013 CEO of audity"},"content":{"rendered":"\t\t
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In our Brandification Interview, we talked to Rainer Hirt, CEO of audity<\/a>, about the acoustic side of brand management. From him we learned how a sound logo for a brand<\/a> is created and what the sound concepts of the future will look like.<\/strong><\/h2>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Rainer Hirt, thank you very much for being with us today!<\/strong><\/h2>

It\u2019s my pleasure, thank you very much for having me.<\/p>

You\u2019re very welcome. Why don\u2019t you start by telling us a little bit about yourself and about audity?<\/strong><\/h2>

I\u2019d be happy to! My name is Rainer Hirt and I am the Managing Director of audity GmbH. We are based at Lake Constance, are a very small team of seven employees and have been working on the topic of \u201cHow do brands sound, how do user experiences sound?\u201d for 15 years. My background is actually not music at all, but design. I studied communication design, but during my studies I quickly turned to sound design as my personal guiding theme because of my musical background. And that\u2019s what I\u2019ve been pursuing for 20 years now, and just for 15 years with audity.<\/p>

Wonderful, thank you very much for that little introduction!<\/strong> When it comes to brands or logos, most people tend to think of visual logos; what role does sound play in the area of brands?<\/strong><\/h2>

You have to imagine that as a human being you don\u2019t only have the visual channel \u2013 we are permanently in recording mode, not only acoustically but with all our senses. The sense that is actually the hardest to switch off is certainly the sense of hearing. I can\u2019t listen away \u2013 I can look away if I don\u2019t like something, I can close my eyes, but I can\u2019t close my ears, and that of course leads to the very obvious question: if that\u2019s the case, why shouldn\u2019t you as a company, as a brand that is already acoustically present in quite a lot of media \u2013 telephone loops, podcasts, videos \u2013 use the sense of hearing strategically as a communication element for the brand?<\/p>

And here, one element \u2013 the sound logo \u2013 is of course super suitable \u2013 although in recent years, people are increasingly moving away from the focus on a pure sound logo, towards more holistic systems. By that, I mean that people are also thinking about how to introduce recognition within the music \u2013 intros, outros, down to the small minimal sounds that you perceive in digital products, for example: when you open the app, a pop-up sound or a notification sound. There are great examples such as Slack, Facebook or Twitter: all these companies are using these little micro-interaction sounds as recognizable features and these are actually the new sound logos. That means we\u2019re living in a time where the sense of hearing is becoming more and more important, where you simply can\u2019t avoid asking yourself as a brand or as a company: \u201cWhat do we actually sound like as a brand? What is actually our language, our voice?\u201d And that\u2019s why sound logos are so important.<\/p>

When you create sounds for clients, what does this process look like? For example, what role does the medium, the target group, etc. play?<\/strong><\/h2>

We always start with the question of meaning. When we get the project request in or when a project starts, we always look at the whole context. We look at the company, the brand, the products, everything that is present in this system, so to speak, and ask ourselves the question, \u201cWhat is actually the raison d\u2019\u00eatre of a sound within a system? What value should the sound generate?\u201d<\/p>

We don\u2019t just start strumming away or recording sounds and recording voices, but we take a very close look at the brand and its identity. What is the brand\u2019s core message, how should the brand be perceived by customers? If we know, for example, that emotionalization is a very important point or that creating a sense of security is a function, then we know that these are the foundations for the future sound. Then we start to translate the meaning \u2013 meaning here means: how can we translate sound patterns from everyday life into brand sounds in a relatively simple and understandable way?<\/p>

I\u2019ll try it with a very concrete example: When it comes to a brand that has a lot to do with power tools or that manufactures power tools, it makes sense to also take a sound from the power tool world and perhaps coin that for this brand. We have a customer where we did that, for example. Then it\u2019s a matter of: how can you derive a melody, how can you generate a rhythm, a reduced perception, a recognition that can then actually be scaled to all products and to all areas of application?<\/p>

For example, it doesn\u2019t make sense for a company whose devices work with piezos \u2013 i.e. small sound generators that can only make \u201cbeep beep\u201d \u2013 to define a sound that can\u2019t even be represented on these devices. That\u2019s what we think about: what is the appropriate idea for the context, for the product world? At the end comes the aesthetics, the instrumentation, the concrete artistic interpretation of this idea. All in all, that\u2019s the rough framework of how we proceed: first answering the question of meaning, then translating the meaning, and finally giving it all an aesthetic form.<\/p>

You mentioned that you see a development from sound logos to a holistic sound concept. Where do you see the journey going in the coming years?<\/strong><\/h2>

I think there is a general trend that you can perceive: the topic of adaptation, adaptive design, systems that adapt to us humans as users. I think that will also be a trend in sound or brand sound, audio branding, sound branding, whatever you want to call it. That means that advertising, for example, will be individualized.<\/p>

If we refer to the topic of user interfaces, the systems will probably remember what the user\u2019s preferences are, whether it\u2019s a young person or an old person, an introvert or an extrovert, whether the sounds need to be louder or softer. Accordingly, this person also reacts sensitively to different tones, sounds, to the different voices and that\u2019s where the journey is going, that the systems are becoming more intelligent, more adaptable and I think that\u2019s the huge trend or the big development that we\u2019re facing over the next 10 years.<\/p>

You originally came from a design background and then moved towards sound. What fascinates you about brands and sound, how did you find your niche in this area? <\/strong><\/h2>

It started very early for me. Even as a child, brands always fascinated me. There was one key element. I was seven or eight and I really wanted an Air Jordan T-shirt. My parents said, \u201cNah, it\u2019s too expensive.\u201d But I was so excited about Michael Jordan and the NBA and this sign and the fact that you can make a brand out of one person and at such a young age, it didn\u2019t let me go. I created my own logos relatively soon, simply because I was so fascinated by this topic of brands, because I was fascinated by how you can coin a symbol, a visual sign \u2013 and later also a musical sign \u2013 for something and achieve something with it, create a symbol, so to speak.<\/p>

People are simply symbol-oriented. That\u2019s how it developed for me relatively early on. When the topic of design came up in my studies, the topic of \u201ctranslating meaning\u201d, and me making music myself from an early age, it sparked this combination of \u201cyou can also represent a brand acoustically\u201d, which was such a eureka moment. That\u2019s when I said, \u201cAwesome, I kind of want that, I want to pursue that, that\u2019s mega exciting.\u201d And I understood relatively quickly what a brand is: it\u2019s not just an Air Jordan sign, it\u2019s a person, it\u2019s a voice, it\u2019s a complete appearance. And then it dawned on me that brands also get an identity through sound. I found that so fascinating that I said, yep, this is my niche. That\u2019s where I want to place myself, that\u2019s where I want to develop something, do pioneering work \u2013 that\u2019s always been my approach.<\/p>

You say your enthusiasm for brands started at a very early age. What was your favorite brand in your childhood and what is it today?<\/strong><\/h2>

It was actually Nike, Air Jordan \u2013 the jumping Michael. That was the first brand I consciously noticed. Today, I have to say, I\u2019m fascinated above all by young brands that manage to present an identity within a very short time that doesn\u2019t seem forced, that is totally fresh, that is new, that is zeitgeisty. I\u2019m a big fan of crypto and I find it mega exciting, for example, what\u2019s going on in the field right now \u2013 how neobanking, how neobrokers are setting themselves up, whether that\u2019s companies like Trade Republic or BitPanda from Austria. A brand from a completely different area that I really appreciate is Lilium, an airline company. They don\u2019t see themselves as an air cab, they see themselves as a company that will eventually become an airline. Those are brands that I find insanely fascinating because you get to be there at the birth of that brand and in the infancy of that brand.<\/p>

Another example: I followed Airbnb relatively early and was in contact with Brian Chesky back when it was still called AirBed & Breakfast. I caught on to that at the time and found that fascinating: \u201cOh cool, there\u2019s a Couchsurfing competitor!\u201d. I think that\u2019s exciting. Couchsurfing and Airbnb were peers, and Brian Chesky and his partner managed to create a brand through design. Through design decisions, through photography decisions, decisions about how video can play a role, in the end how music can play a role, they built a mega platform out of that, which of course is still insanely exciting to watch today. These are the brands that fascinate me. So it\u2019s not even the established brands, traditional brands \u2013 it\u2019s also exciting to see how they hold their own \u2013 but it\u2019s above all the young plants, where you can watch them grow up from childhood to adolescence. I find that fascinating.<\/p>

Rainer Hirt, thank you very much for being with us today. Thank you for the exciting insights and all the best for you and audity!<\/strong><\/h2>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

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