Tom Eymundson is a sonic branding strategist and a partner, CEO and driving force behind the ongoing evolution of Pirate Group Inc. In this first part of our discussion, we break down Tom’s three step process for serving his clients and discuss some of the background that led him to create sonic brands for a wide variety of companies.  He’s super knowledgeable and I can’t wait for you to hear his perspective on the importance of having a strategic sonic brand.  You can find Pirate at www.piratetoronto.com .We discuss:How he’s currently doing in this COVID worldThe difference between audio branding and sonic brandingTom’s definition of sonic brandingTom’s background that led to ending up as the head of Pirate Group Inc.Earworms and their impact on Tom’s decision to go into sonic brandingThe sonic branding of James BondThe change in creating music for audio branding from orchestras to now Tom being the trackmasterThe “magic” of adding music to a commercial and how it completely changes people’s reactions The story of the closing of Maple Leaf Gardens in TorontoHow layering music with storytelling and the visual component leads to an emotional connectionThe evolution into his current process when creating sonic logosBreaking down why some sonic identities stick and others don’tThe need to dig deep and figure out the brand identity before being able to create a new sonic logoSonic logos are meant to draw brand recallThe goal of creating an emotional reaction to the sonic brandingThe sonic branding methodology should lead to truly understanding the background of the soundWhen to recreate an audio brand or just refresh itThe process of diving deep into determining the audio brandingThe similarities between creating a visual logo and a sonic logoWhat Tom’s company does if someone says they don’t like what’s been created!If you want to find more information about Pirate Group Inc, you can find them:On their website: www.piratetoronto.comOn Facebook: https://www.facebook.com/piratetorontoOn Instagram: www.instagram.com/pirate_torontoOn LinkedIn: https://www.linkedin.com/company/pirate-radio-&-television/On Twitter: https://twitter.com/piratetorontoThis episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453 And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!And if you’re interested in crafting an audio brand for your business, why not check out my FREE download – 5 Tips For Implementing An Intentional Audio Strategy at https://voiceoversandvocals.com/audio-branding-strategy/