When we consider the massive growth of voice assistants like Siri or Alexa, new social media based on sound like TikTok, upbeat projections on voice shopping, podcasts and streaming services — sound is becoming the main channel between brands and people.

Sooner or later, all brands need to develop their sonic identities to represent them uniquely (like their visual logo does).

Know it or not, every brand already emits thousands of sounds daily, whether it’s from commercials, digital content, radio spots, apps  or events. Even stores and customer care services have their own soundscapes. If all that ear candy stays true to the brand’s values, it strengthens positioning and greatly impacts consumer experience.

Know it or not, every brand already emits thousands of sounds daily, whether it’s from commercials, radio spots, apps  or events. Even stores and customer care services have their own soundscapes. If all that ear candy stays true to the brand’s values, it strengthens positioning and greatly impacts consumer experience. But if sounds aren’t thought out, they become unintended noise that muddies the relationship.