What is your signature sound?

A Zippo lighter sounds like a Zippo lighter - that metallic click when flipping open the top is instantly recognizable as a "Zippo." Other brands have tried it but failed in the end: Harley-Davidson for example tried to calibrate the sound of its engine to get it trademarked. Apparently they litigated for seven years to copyright the sound - with no success in the end (more on brand's audio efforts in this article.)

Radio stations have tried it in the past. Some stations apply a specific EQ setting to their signal - others consciously manipulate the sound of their microphones and pre-amp/compressors for a grittier or smoother finish on their DJ voices.

Not many stations, however, have tried to introduce their listeners to unique signature sounds. While jingles and station voices are signature sounds, there are other sounds you can explore as well. So why not start to introduce signature sounds? Sounds that are unique to your station. Sounds that are recognizable enough to stand out but don't burn and annoy quickly. It might be a zip or a whoosh - maybe a note - or a certain instrument. Think of the sound your Apple or Windows computer makes when it starts up.  Instant brand recognition there.  Not an easy task but the right sound might trigger as much of brand recognition for your station as the click has for the Zippo.