Sound Branding

What is Sound Branding? And how does it work?

Sound Branding is about using sound and music as an instrument for creating awareness and recognition in much the same way we usually do with visual design elements. A Sound Identity makes the perception of a brand steerable and provides a constant familiar association.

Sound Branding is systematic – both in its development and its implementation. Attributes are translated to the auditory level and communicated consistently across all touch-points and applications. A common uncoordinated use of music is replaced with intentional "made-to- measure" brand sound signals. These signals ensure recognition and help provide differentiation.

At SOB Audio Imaging, we've teamed up with leading sound branding agency GROVES in Hamburg, in order to combine our in-depth knowledge of the Dutch market and creative power with GROVES' vast experience and proven methodology.

For information on the principles of Sound Branding and case studies, go to