Brand
Sonic branding is brand recognition. That's what we do.
That's a big claim, and we take it seriously. We don't just deliver sound and walk away. We stay on board as your audio partner, guiding you through implementation across every touchpoint. We even built Sonic Pilot to help make it happen. Because recognition only works when it's consistent.
01
What is Sonic Branding?
Sonic branding is a system of sound that makes your brand instantly recognisable. From sound logos and brand anthems to UI cues and curated playlists, it's audio identity deployed everywhere your audience listens. The goal is simple: when people hear you, they know it's you.
Recognition, not decoration. Sonic branding isn't about making things sound nice. It's about making your brand instantly identifiable through sound, the same way a logo works visually.
A complete system. Brand tracks, sound logos, voice, UI sounds, curated music. A full audio identity deployed across every touchpoint where your audience listens.
Processed in 0.5 seconds. Sound reaches the emotional brain before the rational mind engages. People feel your brand before they consciously recognise it.
Claimable and yours. Stock music can't build recognition because your competitor can license the exact same track. Custom sound is uniquely yours. It can't be shared, and it can't be confused.
We stay on board. We built Sonic Pilot to help clients manage their audio identity across channels. But tools alone aren't enough. We stay on as your audio partner to make sure the implementation actually delivers recognition.
Our Promise
We don't hand over files and disappear. We stay on as your audio partner, guiding implementation across every touchpoint, because recognition only works when it's consistent.
02
Why Sound?
When people choose a bank, a delivery service, a supermarket, they rarely compare everything. The brain automatically surfaces a few brands that come to mind first. That's the mental shortlist. The challenge for any brand: make sure you're on it.
01
Faster Than Sight
Sound is processed in 0.5 seconds, often faster than visual input. It reaches the emotional brain before the rational mind even engages.
02
Works Without Screens
Radio, podcasts, voice assistants, multitasking. Sound reaches your audience when they can't or don't want to look at a screen.
03
Direct Emotional Path
Sound creates direct emotional associations. Music triggers feelings, memories and moods that influence how people perceive your brand.
04
Extra Memory Route
A sonic identity builds an additional memory pathway to your brand, making it easier to recall and harder to forget.
05
Ownable & Claimable
Custom sound is yours alone. Stock music can't be claimed; your competitor might be using the exact same track right now.
06
Mental Availability
By deploying sound consistently across channels, you increase your mental availability. That's what keeps you on the shortlist when it matters.
The Untapped Asset
A brand is a network of associations; everything anyone has ever experienced with your brand. You use recognisable brand signals to stay top of mind: logo, colour, typography, tone of voice, campaigns. But there's one signal most brands still leave untapped: sound. By deploying sound consistently, you increase your mental availability, and that's what keeps you on the shortlist when it matters.
03
What Makes Good Sonic Branding?
1
Distinctness & Brand Compatibility
Is it claimable and unique? Does it feel unmistakably like your brand and no one else's?
2
Functionality
Does it communicate clearly? Can it carry the right emotion and message across different formats and durations?
3
Persistence
Are you using it consistently across every touchpoint? Quantity, broadness and consistency are what build recognition over time.
A good sonic brand isn't just about creating something beautiful. It's about creating something ownable, functional, and persistent.
04
The Sonic Architecture
A sonic brand is built in layers. At the top sits the overarching audio concept, the DNA of your sound. From there, it branches into core assets and finally flows into every touchpoint where your audience listens.
Foundation
Audio Concept
The strategic DNA of your brand's sound; the rules that govern everything below.
Asset
Brand Track
Your brand anthem, a full-length composition that carries your sonic DNA.
Asset
Sound Logo
A 1-5 second signature derived from the anthem, the audio equivalent of your visual logo.
Asset
Voice
The tonal character and vocal identity that represents your brand in spoken contexts.
Sound is Everywhere
Sound reaches your audience everywhere they are, from their phone to the shop floor, from podcasts to events, from radio to AI assistants. By deploying sonic branding across multiple channels, you increase every interaction with potential customers.
Social
Instagram reels, TikTok, YouTube Shorts
TV & Radio
Commercials, sponsorships, idents
Events
Walk-in, countdowns, DJ guides
Podcast
Intros, outros, episode leaders
App & Web
UI sounds, notifications, interactions
In-Store
Background music, spatial audio, POS
Streaming
Spotify playlists, branded channels
AI & Voice
Assistants, IVR, chatbot cues
Telephone
Hold music, transfer cues, greetings
Internal
Onboarding, training, presentations
Campaigns
Ad scoring, branded content tracks
Experiences
Pop-ups, exhibitions, installations
Stock vs. Custom
Stock music can't be claimed; your competitor can license the exact same track. Custom sound is uniquely yours. That's the fundamental difference, and the core argument for investing in a sonic brand.
05
Product Sonification
When your product makes a sound, that sound is your brand. Every beep, chime, and notification is a moment of connection between the user and your brand. Product sonification is the discipline of designing these sounds with intent, turning functional audio cues into ownable brand moments.
From startup sequences to alerts, from confirmation tones to error feedback, every sound a product makes is a chance to reinforce brand identity. The best product sounds feel inevitable: functional, beautiful, and unmistakably yours.
Case Study
VanMoof — The Sound Of VanMoof
The Challenge
VanMoof needed a complete sonic transformation for their e-bikes. Their existing sounds no longer matched the brand's shift towards sophisticated city commuters. Every sound the bike makes, from startup to bell to notifications, had to communicate effectively with riders, pedestrians, and the city, while remaining subtle and considered.
The Outcome
We created over 400 individual sound variations, including the groundbreaking Dynamic Bell system that responds to how you use it: a gentle chime for a polite pass, or a sharper alert when urgency demands it. We redesigned the startup sound, notification tones, and delivered custom tools including a Bell Designer and Speaker Simulator so VanMoof could continue developing their sonic capabilities in-house.
400+
Sound Variations
Dynamic
Bell System
Custom
Design Tools
06
Our Process
Three phases. Ten weeks. From research to a fully implemented sonic identity, with clear deliverables at every stage.
Phase 01
Research
- Mapping your brand values, tone of voice, and culture
- Questionnaires and stakeholder interviews
- Defining the musical and strategic direction
Deliverables
- Research insights presentation
- Sound strategy concept
- Creative phase briefing
Duration
~4 Weeks
Phase 02
Production
- Creating different sonic concepts based on research
- Audio recordings and production sessions
- Iterative refinement with your team
Deliverables
- Concept presentation
- Brand anthem / DNA track
- Sound logo
- Countdown track
Duration
~4 Weeks
Phase 03
Implementation
- Usage guidelines for all touchpoints
- Audio integration support
- Sonic Pilot setup and onboarding
- Internal launch preparation
Deliverables
- Launch presentation
- Official sonic branding guidelines
- Sonic Pilot access
Duration
~2 Weeks
07
Investment
Three routes, each designed around how much guidance you need. The difference is in scope and how deeply we're involved in the strategic process.
The Guided Route
€25K – €75K
This is what brings the best results in our experience. Our strategist works directly with your brand through research, interviews, and workshops. We know how to talk about sound, which is an art in itself, and we teach your team how to think about it. Together we form the foundation of the concept before going into production. You get deeply invested in the choices, the why, how, and what in relation to your brand. That creates a strong foundation for the rest of the process.
What we do
- Brand research & strategy
- Stakeholder workshops
- Creative direction
- Full production
- Mixing & mastering
- Guidelines creation
What you get
- Brand Anthem / DNA track
- Sound logo
- Sonic brand book
- Usage guidelines
08
Sonic Pilot
Your sonic brand needs a home. Sonic Pilot is our proprietary platform where your entire audio identity lives. A brand book, versioning system, and creative toolkit in one. Send it to your editors, campaign creators, content creators, and event organisers. They can generate music assets directly and easily for consistency. Brand guardians can check music compatibility and get license estimations. Roll out globally, keep quality locked, and make sure every piece of content sounds like you.
Define your brand's Sonic DNA. The foundation every sound decision builds on.
Sonic DNA
The foundation of your sonic brand. Define your core sound attributes, values, and personality. The compass for every sound decision across your organization.
Library & Search
Your entire branded audio library in one place. Browse by mood, touchpoint, or format. Download production-ready files instantly.
Music Editor
Adapt tracks directly in-browser. Adjust length, fade points, and export format. No DAW or audio expertise required.
Music Checker
Upload any track and instantly verify whether it aligns with your sonic brand guidelines. Catch off-brand audio before it goes live.
License Estimator
Get instant cost estimates for third-party music licensing, or use your own branded tracks at zero additional cost.
Brand Assets
Sound logo, brand anthem, UI sounds. All versioned, organized, and ready for your team and production partners to use.
Book a free workshop about sonic branding.
We'd love to explore what your brand sounds like. No obligation, just a conversation about sound.
Selected Work
Sonic Branding in Action
