The graphics in this short video (below) aren’t great, but if you’re interested in branding (audio branding in particular), the subject matter should be.

“Sound branding is increasingly becoming a vehicle for conveying a memorable message to targeted consumers, taking advantage of the powerful memory sense of sound.”

Via Delphine Hirasuna, editor of @Issue

Audio branding elsewhere:
Building Brand Value Through the Strategic Use of Sound, on AIGA


September 6, 2010


Sound branding has been around for a long time, and it’s the area of branding I know least about. There was a Sound Design Lecturer at the University I studied at and I think this is the type of work his students focused on. Seemed like a pretty interesting class if you were a designer and had a talent for music production.

Nice. An important reminder about the depth of branding. Agreed, these six and a half minutes are not wonderful but it would be foolish not to consider the power of audio in the branding arena. It seems to me that many of the examples heard are quite similar. Let’s hope that branding designers continue to be well educated on all sensory levels.
I remember talking to a developer in 1995 and he told me that in the electronic environment sound would be the ‘great leap forward’. I thought he was right then – and in view of where we are today, I see no reason to underestimate either the possibilities or his optimism… It is after all just a tool and it is up to us to use it wisely.

Audio is so often overlooked in spite of the power it has. Imagine watching a film without music. It’s something that is almost subliminal and really seems to fall under the radar compared to flashy graphics and CGI effects on screen. Good radio utilizes audio to paint some very imaginative pictures and it’s something that often really gets overlooked in the greater branding picture.

Very interesting, thank you for sharing.

It makes me think of these lorries/trucks/tankers of drinking water that are wandering everyday 3-4 times a day each, in the surroundings and all over Port-au-Prince, Delmas, Pétionville (Haiti) since 2-3 years.

Each company has its own music. They come near your house with the drinking water and you fill your gallons instead of buying bottles in the supermarket.

The first one to open this business had and still has the music of the Titanic movie as audio brand. Maybe 8 notes, enough to recognize it, but on and on, fading in fading out as the tanker tracks the streets, until it goes away.

Then there was a second company. With a potpourri of Jingle bells, and other tacky songs I’ve heard all my life. All in 24 notes and on and on.

Another company tried, this one with a wonderful tune, soothing, maybe 2-4 compass.

And last, and for once, the worst:

Since the World League Foot, this new company or maybe the one I use to appreciate (for I don’t hear it anymore), has decided to redesign as far as audio is concerned.

It is: Oleeee Oleeee Ole Ole Ole Ole, Oleyo Oleyo, Oleee oleeee ole ole ole. And so on. Brrrrrrr.

Audio branding has been always here, since the old times. The street vendors, each one with their chant, you all have forgotten? Or never have given an ear to them ?


I had never thought about this until recently after designing a logo for a husband and wife team. While we were talking about the design we were playing around with the instruments in my house and they challenged me to ‘create a sound logo’, which was great fun.

It really got me thinking about the design process from a completely different angle. Very timely post, David, and you’ve spurred me to actually write about the experience. I may even post the, erm, ‘interesting’ results.

Hi folks. Sound branding is something I have little practical experience of (with clients) but I understand the strengths, and it’s definitely something I want to learn more about.

Mireia, excellent comment. Thanks for the glimpse into your local experience.

Richard, I’d like to see those results. Are you going to create some samples?

Wow this so obvious now, thought I would of come across this before now from doing music tech at uni.

Come to think about it I have so much music that triggers recall of memory.

Nice post and thank you!

I’m a musician, designer and marketer, and related to sonic branding, you may want to check out Rumblefish is a music licensing firm that often licenses independent music for various promotional, advertising and sonic branding uses. Their business and business model are pretty interesting.

audio branding extends beyond the use of an audio logo or a brand score or a brand “voice,” though those are usually what comes to top of mind when we ask the question, “what does your brand sound like?”

the deeper audio branding strategies consider at all the sonic touchpoints that communicate a brand’s personality. these might include everything from the how building architecture affects the sound within a retail environment to the sound of the voice on the other end of the phone when a consumer connects with a brand.

you might also be surprised to know that there is a growing interest in developing metrics that can actually measure the impact of sound on emotions and consumer behavior.

it’s fascinating stuff, for sure. especially if you’re a sonic geek like me! :)

Share a thought