Sonic Branding Deserves a More Creative Approach

It’s great to see sonic branding gaining more attention. Music is finally becoming a real priority for brands. But we’re not there yet. Over the years, I’ve developed an aversion to how sonic branding is often approached: too rigid, too analytical, and with too little room for creativity. The result? Sonic branding that sounds generic and, in practice, is often not even used effectively. This frustrates not only marketers but also the creatives working on it. They feel restricted, as they don’t have enough freedom to create something truly special.

A Powerful Way to Build Emotional Connection

Music is an incredibly powerful tool for creating emotional connections. Yet, many brands treat sonic branding as if it’s a logical puzzle to be solved. Instead of focusing on crafting a truly great track, brands get distracted by gimmicks. A common example? Recording sounds from the product itself and using them as the basis for a track. Internally, this sells well because it looks good in a presentation—imagine an automotive brand recording the sound of a car key tapping against metal and claiming this is the DNA of their brand tune. It gives the process a sense of logic and storytelling. But in reality? You don’t hear it at all in the final composition. It’s a clever way to justify creative choices, but it doesn’t make the track stronger or more memorable.

The Real Challenge? Creating Something That Truly Resonates

The real challenge is creating something that truly resonates. You need a catchy melody or a hook that instinctively connects with people. And that requires exceptional creative talent. The problem is that the best composers and musicians—the ones capable of making something iconic—often aren’t looking to collaborate with brands. Let’s be honest: the term “sonic branding” sounds corporate, technical, maybe even a little boring. At first glance, it seems like the opposite of creative freedom.

Sonic branding is about defining your ownable assets—your brand tune, your sound logo, the sounds that are unmistakably tied to your brand. And that’s important, but a creative brand doesn’t stop there. A strong brand also thinks about how music can be used more broadly—through songs in campaigns, collaborations with artists, or even by carefully building a musical identity across all brand expressions. A brand that understands music as part of its entire ecosystem will truly stand out.

Establishing a Musical DNA Early On

And that’s exactly why brands should start thinking about their musical identity much earlier—long before they even begin developing campaigns or sonic branding. Brands would benefit greatly from defining their musical DNA early on, just as they do with their visual identity. What kind of music fits the brand? What emotions should it evoke? Which genres, tones, and styles align with the brand’s personality?

The advantage of starting this process early is that brands can determine in advance which parts of music and music culture fit them best. If they implement this consistently, they won’t have to worry about making the wrong choices later. Every musical decision—from a brand tune to a campaign track—will feel natural and strategic.

An additional benefit? Staying ahead of musical trends. A brand that understands its musical DNA is also much more aware of emerging styles, rising artists, and shifts in listening behavior. This ensures that brands remain relevant and can engage with cultural developments in an authentic way, rather than making reactive choices.

The Goal of Sonic Branding? Creating a Hit

And that brings me to the most important point: the ultimate goal of sonic branding is to create a hit. A hit isn’t just a track that “sounds like the brand”—it’s a track that sticks with the audience because it has something unique, something original, something authentic. And this is where things often go wrong: sonic branding tends to sound the same.

If you want to create something truly special, you shouldn’t rigidly translate your brand values into music one-to-one. At some point, you need to leave room for creativity. A distinctive sound doesn’t come from strictly following existing formulas—it comes from experimentation and being open to new perspectives. It comes from working with talented creators to go deeper and create something that truly fits the brand but is also musically compelling. That can be challenging, but that’s often where something truly memorable is born.

Let’s finally start using music the right way—not as a branding gimmick, but as a powerful, emotional, and culturally relevant part of brand strategy.