How not to get lost in the crowd – sound as an underrated element of brand building
3 min read
The modern brand landscape is full of noise – literally and figuratively. Every day, consumers are bombarded with hundreds of messages, logos, slogans, and visuals. The battle for attention is fierce, and despite polished visual identities or excellent products, many brands still fail to stand out. Why? Because they overlook one of the most powerful and underused tools in branding: sound.
A brand that sounds like something
When we think of brand identity, we usually focus on the logo, color palette, typography, or messaging tone. But every brand can also have a sound – one that influences emotions faster, deeper, and more effectively than visuals.
Sound has the power to evoke emotions instantly. The right music, a signature sound logo, or even a click sound in an app can create associations, reinforce memorability, and emphasize the brand’s personality. This is the essence of sound branding – the strategic use of sound as part of a brand’s identity.
Why most brands ignore this potential
The reason is simple: sound is invisible. Unlike logos or design elements, you can’t see it in pitch decks or brand books. It’s harder to present in a client meeting. But ironically, this is exactly what makes it a competitive advantage – because so few brands use it consciously and strategically.
Sound works where vision fails
- In a store, a customer might not look at a screen, but they’ll hear the background music.
- In an app, they might forget the layout, but they’ll remember the notification sound.
- In a commercial, the visuals may blur together, but a five-note jingle sticks in the mind.
A well-designed sound system doesn’t just support sales – it builds a deeper emotional connection with the brand. In a world where customer experience (CX) is becoming central to business success, sound is no longer an add-on – it’s an integral part of the brand ecosystem.
What does your brand sound like?
That’s a question every business should be asking today. Does your physical space play just any background music – or something that reflects your identity? Do your ads end with a random sound – or one that people can recognize instantly? Does your app sound pleasing and consistent with your brand?
More and more companies are starting to approach this strategically – especially in industries like hospitality, retail, wellness, and tech. Anywhere customer experience is multisensory, sound becomes a key differentiator.
A modern approach: music as a service
Technology has made high-quality audio branding accessible to businesses of all sizes. Platforms that offer music as a service allow companies to build consistent, tailored sound experiences – without the complexity or high costs.
One compelling example is Closer Music – a smart solution for brands looking to create a distinctive sound identity. The platform combines intelligent algorithms with music selected by professionals, enabling businesses to tailor audio content to their physical spaces, digital channels, times of day, or target audiences. Whether it’s in-store background music, app sounds, promotional videos, or digital campaigns – Closer Music helps brands sound intentional and memorable.
Sound is an investment, not an expense
In an oversaturated visual world, sound might be what sets your brand apart. It’s time to treat it not as an afterthought, but as a strategic asset in your branding toolbox.
Thoughtfully chosen music, a well-designed sound identity, and a consistent audio approach can significantly boost the effectiveness of your marketing. It ensures your brand doesn’t just look great – but sounds like no one else.
