How Sound Can Elevate Your Brand •
In the age of overstimulation, a strong visual identity is no longer enough. Brands are now recognized not just by their logos or typography, but also by their sound. From iconic startup chimes to full-blown musical themes, audio has become a vital, and often underutilized, component of modern brand identity.
But how does it actually work? Why does sound matter so much? And how can a brand leverage it properly?
The Science of Sound and Emotion
Sound hits differently. Literally.
While visual elements are processed in the brain’s neocortex (rational thinking), sound bypasses those filters and goes straight to the limbic system, the emotional core of our brain. That’s why a few notes can give you goosebumps or instantly trigger a memory.
This emotional shortcut is exactly why brands turn to music and sound design: to make people feel something. To leave an impression that sticks.
From Sonic Logos to Custom Tracks
There are different levels of sonic branding, depending on the goals and depth of the brand experience:
- Sonic Logos: Short, recognizable audio snippets (think Intel’s 5-note logo or Netflix’s “ta-dum”).
- Custom Tracks: Full songs or instrumental compositions that support a campaign or become part of a brand’s ongoing identity.
- Soundscapes and Audio Environments: Ambient loops, UI sounds, or even interactive audio that create a consistent brand experience across platforms.
These audio assets can be instrumental tracks, full songs with vocals, or even sound effects integrated into the brand’s identity system — a subtle way to shape how the brand is perceived.
When Brands Partner with Musicians
One of the most impactful ways to bring audio into a brand’s world is by collaborating with musicians. This goes beyond stock music or generic soundtracks, it means crafting a unique piece of sound art that speaks the brand’s language.
Take Apple, for instance, their long-standing collaborations with artists like Sofi Tukker or Flume help Apple ads feel current, forward-thinking, and emotionally rich. Nike often works with underground producers to shape sonic moods that match their urban, dynamic feel. Coca-Cola has invested heavily in music for decades, even launching full global campaigns around original tracks.
These collaborations give brands something ownable. A track made specifically for a campaign carries more emotional weight and brand recognition than anything you’ll find in a royalty-free library.
Whether it’s a simple sonic logo, a signature soundscape, or a fully produced track — audio has become a crucial pillar of brand identity. It’s not just for big players. With the right creative approach, sound can be a bold, authentic extension of your brand voice.
Our Approach: Sound as a Design Tool
We integrate sound into brand identity when it makes sense, and when it can truly elevate the experience.
One of our recent projects, Peace Data, a discount aggregator platform, was the perfect opportunity. Instead of settling for generic background music, we worked with a producer to compose an exclusive track that matches the platform’s tone: calm, trustworthy, yet subtly energetic. The result – a track that’s not just background noise, but a part of the brand’s DNA.
Why It Works
Here’s what strong sonic branding can do for you:
- Boost Recognition: A unique sound makes your brand more memorable in crowded markets.
- Create Consistency: Audio elements help unify digital, video, and even physical brand touchpoints.
- Evoke Emotion: Music can communicate values, moods, and messages more powerfully than words alone.
- Build Ownership: An exclusive sound sets you apart from competitors who rely on the same overused tracks.
Хороший звуковой дизайн — это не просто украшение, а действующая часть системы бренда. Будь то тонкий или явный звук, он помогает быстрее и глубже донести смысл. А когда он создан специально для бренда, он добавляет ясности, эмоций и запоминаемости, без единого слова.