Sonic Branding Guides
Every article we have written on sonic branding, grouped by subject. Start with the fundamentals or go straight to the touchpoint you are worried about.
Everything we have written, in one place and grouped by subject. The blog lists these by date, which is useful if you are following along and useless if you are looking for something specific.
Each article pairs with a video on our YouTube channel.
Start here
If sonic branding is new to you, read these four in order.
- What is Sonic Branding. The definition, and what it covers beyond the jingle people expect.
- Why Your Brand Needs a Sound Identity. The case for doing this at all.
- The 5 Elements of Sonic Branding. What a complete system actually contains.
- What Is an Audio Logo, and Why One Sound File Isn't Enough. The most common misunderstanding about what you are buying.
Related service: Sonic Identity System.
Commissioning the work
What to prepare, how long things should be, and how to get it approved internally.
- What a Sonic Branding Brief Should Contain
- How Long Should an Audio Logo Be?
- How to Make the Business Case for a Sonic Branding Budget
- Is a Sonic Branding Retainer Worth It When AI Music Is Free?
- Sonic Branding for Small Brands: Why Waiting Costs More Than Starting
- Rebranding? Why Your Brand's Sound Needs to Change Too
Related service: Audio Logo Design.
Touchpoints people forget
The places your brand makes noise that nobody put on a plan.
- Why Your On-Hold Music Is Costing You Deals
- Notification Sound Design: The Most-Heard Sound in Your Product
- Website Sound Design: The Brand Touchpoint Nobody Audits
- How to Choose Opening Music for Your Brand Event
- Branded Podcast Intros: Why the First Five Seconds Matter
- Franchise Music Consistency: Why Every Location Sounds Different
- AI-Adaptive Store Music: Why Retailers Are Starting to Sound the Same
Related service: Brand Sound Audit.
Advertising and screens
Where the audio budget usually goes, and where it usually gets wasted.
- Connected TV Ads: Why Your Audio Was Mixed for the Wrong Screen
- Why Your Video Ad Needs to Work With the Sound On
Related service: Campaign and Interaction Audio.
Brand voice and AI systems
Your brand now speaks through systems nobody cast.
- Voice Assistant Branding: What Your Brand Sounds Like on Alexa and Siri
- Choosing a Brand Voice for Your AI Voice Agent
- How to Keep Your Brand Voice in AI Chatbot Conversations
- Can AI Create Sonic Branding? Why a Prompt Can't Build a Brand Sound
- AI vs Human-Performed Audio Logos: What a Blind Test Revealed
Licensing and risk
The part that stays invisible until it is expensive.
- What "Royalty-Free" Music Actually Means (And What It Doesn't Cover)
- AI-Generated Jingles: The Copyright Paper Trail Nobody Checks
- Your Sound Has No Paper Trail: Protect Now
Doing it yourself first
If what you find bothers you, see how we work or hear finished identities.
Not sure where to start?
Start with a brand sound audit. It tells you whether you have no sonic identity or one nobody is following.