Sonic Branding is the strategic use of sound to create a distinct identity for a brand.
Grab attention and keep it
Why does sound matter?
Sound captures attention everywhere. A study by EMarketer shows that 91.6% of internet users are looking at their phones while watching TV.
A unique sound helps your brand connect - even when they aren’t even watching.
Feel your brand
Music can be used to evoke specific and strategic emotions. The right music sets the tone and determines the emotional response.
A Caltech Study shows that we process sounds 100 million times faster than we process thoughts, meaning we feel the sound before we see the image.
Recall
Our brains are hardwired to recall sounds and attribute them to specific feelings.
A strategic sonic strategy taps into this and skyrockets brand recall.
Your sonic identity is rooted in your brand values.
It aligns closely with your visual identity and communication strategy, to reinforce your brand and unlock growth.
Strategically aligned
Your sonic identity is a valuable investment in your brand's future and a powerful tool for creating content. It offers one asset- a complete audio suite- that keeps every touchpoint on brand and builds loyalty and recognition.
It eliminates the need to license new music for every campaign or spend hours searching for library tracks that aren not on brand.
Saves time and money
CASE STUDY:
FOXES BOW IRISH WHISKEY
For Foxes Bow Irish Whiskey, we crafted a sonic identity reflecting their bold, rebellious spirit. Inspired by 90s hip hop, sneaker, and graffiti culture, the neon visual stood out amid typical whiskey colors. Alice, Co-Founder, noted Foxes Bow’s neon vibe inspired a sound that pops in a whiskey-heavy category.
Positioned as the first drink of the night, we designed build-ups, drum fills, drops, and swells to evoke celebration. The bottle’s unique cork-pop sound forms the core drum element. The result: a full sonic library with a logo, brand theme, and four branded tracks, shaped by our LAUDER framework.
Client: Alice Carroll, Co-Founder Foxes Bow
Creative Director: Keith Lawler
Collaborators: Ruairi Lynch/BANTUM & Ben Wanders/Wanderland Studios
The wrong sound changes everything…
Sound isn’t a nice to have, it’s a crucial part of your brands narrative and personality. Having the right strategically-led sound elevates your brand enormously, having anything else, well…
A Masterclass in Sonic Branding: The James Bond Theme:
The James Bond Theme, composed by Monty Norman for Dr. No (1962), is the cornerstone of 007's distinctive sound. Its instantly recognizable guitar riff, dramatic brass fanfare, and sophisticated orchestration capture the essence of the iconic spy: suave, dangerous, and undeniably cool.
This theme is more than just an opening score; it’s the foundational piece of sonic branding, using music to craft a unique identity that has defined the franchise for over six decades.
All 25 official Bond films have their own title songs, like Shirley Bassey’s "Goldfinger" and Adele’s "Skyfall." Although varied in style, each song carries the emotional weight of the original Bond Theme.
Whether grand orchestral or modern pop, they incorporate classic Bond sounds, delivering a cohesive listening experience that reinforces the franchise’s uniqueness and makes the music as memorable as Bond himself.
For whom the bell tolls: As soon as you hear you know…
The Catholic Church exemplifies a powerful sonic identity with its iconic bells, organ music, and vocal styles that evoke reverence and tradition.
Church bells signal that it’s time for mass and contemplation.
The rich tones of the organ create awe, while Gregorian chants and hymns foster a meditative atmosphere tied to the church.
These elements—bells, organ, and choirs—are so embedded in the church's identity that they evoke faith and spirituality, creating an instantly recognisable and emotional auditory experience.
Tubular Bells
The London Underground has a distinctive sonic identity, with sounds like the iconic chimes, the “mind the gap” announcement, and the familiar voice of station calls instantly recognisable.
These auditory cues go beyond function, creating a sense of reliability and connection for commuters and visitors alike.
The rumble of trains, the clatter of footsteps, and the ambient hum of the busy stations all add to the Underground's unique atmosphere.
Together, these sounds evoke the pulse of London, making the Tube experience unmistakably familiar and an integral part of the city’s daily life.