Finding your brand's voice in a world of sound

Digital products and services are becoming more immersive, and the opportunities for integrating sound are growing exponentially.

With the rise of podcasts, streaming platforms, voice technologies, and screenless interfaces, our engagement with audio content is expanding at an unprecedented rate. This shifting, on-demand media landscape poses challenges and exciting possibilities for brands and designers alike.

Sound is now a powerful medium that can capture attention, influence decisions, and enhance user experiences in ways that visuals alone cannot. It’s no longer just about being heard; it’s about creating a soundscape that resonates with users, enhances functionality, and leaves a lasting impression.

Research indicates that we encounter up to 80 product and brand-related sounds throughout our day – from the buzz of an alarm clock to the chime of work notifications, to the subtle cues of a UI during your commute, and even the familiar hum of household appliances.

In this context, sound design is no longer optional – it’s essential. It plays a pivotal role in shaping how we interact with products and services, making it vital for brands to discover their distinct voice. But how do you integrate sound meaningfully into your brand’s identity, UX, and design? And how do you do so in a way that is both strategic and intentional, bridging the gap between function and aesthetics?

To explore these questions, in August 2024, Manyone’s Mia Colding-Olsen hosted a Make Happen session, a webinar from Manyone, with Daniel Schougaard, Co-founder and Sonic Director at Unmute and one of Europe’s leading experts in sonic branding.

Together, they unpacked sound's possibilities, challenges, and creative potential, sharing insights from selected projects to explore how sound can elevate brand experiences in the digital age.

• Sonic identity is as vital as visual branding: Using sound to create a distinct brand experience can emotionally engage users. Like a visual logo, a sonic logo reinforces brand recognition and enhances user interaction.

• Tailored sound assets: Brands should consider how sound fits into their user experience. Each touchpoint should align with the brand's identity and values, whether it’s a sonic logo, app notification, or background music.

• Strategic integration and storytelling: Successful sonic branding goes beyond catchy tunes. It involves deep brand analysis, using unique sound to express the brand’s mission, values, and emotional resonance.

Interested in hearing more of their insights and conclusions?