Audio branding has long been more than just an added bonus. At least for those actively shaping brands today.
In order to gain a better understanding of how marketing and design experts experience audio branding in practice, we conducted interviews with 13 national and international decision-makers from a variety of industries and companies of different sizes. Each interview lasted approximately one hour.
The result is clear: sound works. However, its potential is still underestimated.
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Audio is a powerful branding tool. In some cases, it can be perceived more quickly than visual cues. Given the growing number of audiovisual channels and social media content, we didn’t want to overlook this.
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Across all discussions, the added value of audio branding was clear. Sound gives brands depth, emotion and recognition.
“I think sound gives our brand an extra dimension. Without sound, it would be very flat. [...] It’s just an incredibly powerful tool for brand equity and recognition.”
Jesse Yuen, Managing Director Culture to Brand, ATB
Some of the respondents go even further:
“My recommendation to all brand managers is to integrate audio directly into the brand DNA process.”
Rudy Bortolini, Head of Global UX, ASSA ABLOY
What does this show? Quite simply: Audio branding is more than just background music. It’s an essential part of a brand's identity.
Despite its significant impact, sound is often not prioritised. Many executives think visually first. Sound is then viewed as an optional extra, or even a luxury. There is still a lot of work to be done to raise awareness in this area.
In addition to brand communication, some respondents also identified untapped potential in product sound design:
“Top management often still doesn’t understand the value of a product that sounds good.”
Rudy Bortolini, Head of Global UX, ASSA ABLOY
Almost all of the interviewees agreed that audio branding is now much more established in most industries than it was just a few years ago. More and more brands are embracing sound. More agencies are offering it.
“Seven years ago, there were five to ten audio agencies in Germany. Today, there are two to three times as many.”
Christian Hammerschmidt, Senior Brand Manager, Telekom
However, as the industry grows, so does the demand for genuine expertise. Sound is no longer just a by-product. It is a strategic tool for brand management. Specialization is in increasingly high demand.
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I see audio branding as its own discipline, one that I want to be executed by specialists.
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The impetus to start an audio branding project rarely occurs by chance. More often than not, it is part of a larger transformation, such as rebranding efforts, updates to corporate design or new communication requirements driven by changing user behaviour. New touchpoints such as podcasts and voice-interfaces can also suddenly bring sound to the forefront, prompting many to rethink their approach:
“I never understood the real benefit of audio, since you can already see the image. But with devices where you only listen, audio suddenly makes perfect sense.”
Anonymous
Another common trigger is dissatisfaction with how music is currently being used. When the sound is inconsistent or when each medium has a different sound, there’s a pressing need for action. Examining compelling examples from the competitive landscape can also help to sharpen awareness of the potential of audio branding.
“The competition already had a sonic branding. That sparked curiosity.”
Anonymous
When selecting an audio branding agency, brand managers look for more than just references and awards.
The following factors are particularly important:
One interviewee sums it up very aptly:
“We really liked the account guy at one of the agencies. But he’s not the person who makes the music. We didn’t want a big machine.”
Jesse Yuen, Managing Director Culture to Brand, ATB
What does this mean? Brands are looking for authentic partnerships.
Respondents report facing various challenges throughout the audio production process. One issue is that they often lack experience when it comes to discussing sound. Consequently, some feel insecure:
“People are not used to working in this medium. […] When three audio logos are presented and none of them resonate with you, self-doubt sets in.”
Clinton Marrs, Global Marketing Manager, Lenovo, formerly Brand Design, ASUS
Related to this: Unlike with visuals, there are often no clear reference points in audio:
“With audio, you start from scratch. With visuals, you always build on something.”
Anonymous
However, many decision-makers find that engaging with sound is an enriching experience overall:
“It was impressive and very insightful to see how everything in the music is structured. How the composition comes together, the individual tracks, the sound effects.”
Anonymous
For many companies, sound is a new and often sensitive topic, given its emotional impact. This makes it all the more important to gain acceptance from relevant stakeholders early on in the process.
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It doesn’t work if you do a project like this behind closed doors and then say: This is it, use it. That would lead to zero acceptance. That’s why it was very important to take everyone along on this journey.
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Artificial intelligence is becoming an increasingly important tool in audio branding, especially for ideation, automation and rapid adjustments. Many respondents recognise the potential of testing sound styles at an early stage and supporting content creators in selecting music.
"I believe AI can offer value, especially in the early stages of brainstorming, not in the final implementation.”
Rudy Bortolini, Head of Global UX, ASSA ABLOY
However, people remain central to the production of a brand’s sound. According to the interviewees, the subtle nuances, emotional depth and strategic translation of brand values cannot yet be automated.
On top of that, close collaboration with real musicians and recording studios is explicitly viewed as a positive factor in the audio branding process:
"I use AI, but what I really liked about this process was that actual people composed music.”
Tanja Senghas, Head of Marketing and Communications, Arverio Germany, formerly Head of Global Brand Management, BayWa r.e.
In short, AI can speed up processes, but brand identity is still shaped by creative collaboration.
A key lesson for many brand managers is that: The biggest challenge is not the development, but the implementation of sounds.
Key considerations for the implementation phase:
Put very simply:
“At least 50% of the challenge is not creation, but implementation.”
Sven Theobald, Brand & Global Squad Lead, Bayer
However, once the company has established an awareness of brand sound,
“[…] then suddenly it is used everywhere.”
Clinton Marrs, Global Marketing Manager, Lenovo, formerly Brand Design, ASUS
Nevertheless, many respondents still see great potential, particularly in further developing audio branding:
“I think we could make even greater use of the multifaceted nature of a corporate sound.”
Yamina Grossmann, Head of Marketing, FAZ
Audio branding creates brand value, evokes emotion and fosters recognition. But only if it is
Sound is not just a jingle. Sound is not just a decorative element. It’s an integral part of a brand’s identity.
Interested? For more information about the study, contact us now at:
audio-research@whydobirds.de
