Sound is everywhere, and most companies treat it like wallpaper. That is, until someone complains that the music in the store is so loud their ears file a formal protest. The result is a half-hearted playlist on repeat, a CEO who likes classic rock, and a brand identity that sounds nothing like the logo. After talking to Erwin de Boer, and hearing far too many stories about parking garages, airports, and restaurants gone wrong, here are the frequent mistakes I see companies make with sound branding, and what actually works.
If your brand has a visual identity, great. Stop there, and your brand will be inconsistent in every sense that matters. Sound is not optional because it communicates instantly, often below the level of conscious awareness. As I said during the conversation, music is “so primal” that it can change how people feel before they even know why. So the first mistake is thinking sound is a luxury, not a communication channel.
What to do, instead
– Treat audio like another part of your brand identity, not an afterthought.
– Start by defining personality traits the same way you would for visuals, for example, bold, playful, reassuring. Sound choices flow from those traits.
Nothing derails a brand sound strategy faster than a marketing lead saying, “I love this band, use them.” Personal taste is not a strategy. Music is intimate, it triggers memories and associations that belong to the listener, not the company. I’ll be blunt, companies often choose music that the decision maker likes, then wonder why customers are confused.
What to do, instead
– Use archetypes and persona work to define your sonic personality. Ask, would this music match the person our brand would be if it were human?
– Make decisions based on the brand, and on the target audience, not because the head of marketing had a good weekend at a festival.
Yes, that chart-topper seems perfect, until the licensing bill arrives. Licensing can be shockingly expensive, 80,000 euros for an online video is not an urban legend, it is real. Picking a song because it is trendy is like hiring a celebrity to advertise your budget phone, then being surprised the celebrity wants a luxury fee.
What to do, instead
– Ask two questions before you pick a licensed track, does it fit the brand, and can we afford the rights for the channels we need?
– Consider custom compositions if you want long-term ownership, or license lesser-known music that fits the mood and won’t bankrupt the campaign.
A logo sound alone is cute, but useless if you have no idea where it should appear. Erwin outlined a clean structure, start with identity, then strategy, then assets. Too many companies stop at one good track and call it a day.
What to do, instead
– Build an audio style guide. Include an audio logo, a brand score, interaction sounds, and mood packs tied to contexts such as stores, ads, apps.
– Define rules for usage, volume, and variations. If you want a 10 minute brand score, make sure you actually have channels to use it.
Sound design is functional, music is expressive. Typing clicks, chimes, and startup sounds are sound design, they signal interaction. A brand score is music, it carries emotion and symbolism. Using one in place of the other often feels awkward.
What to do, instead
– Use sound design for feedback and function.
– Use music for identity and mood. Keep the two consistent, but distinct.
Loud does not equal better, it equals annoying. We all hate being in a store where the music feels like an audition for a nightclub. As I said plainly, “Loud doesn’t mean better.” Bad speakers, sloppy equalization, and tone-deaf volume choices destroy experience and sales faster than a poor price point.
What to do, instead
– Prioritize audio quality, not just playlists. Invest in good speakers, decent acoustic treatment where possible, and calibrate volume for conversation, not dancing.
– Test the experience with real customers, and adjust.
Tempo, tonality, instrumentation, and cultural associations all matter. You might think two songs are musically similar, but if one is tied to a subculture, using it can completely change your message. Research exists, but it is fragmented and often not communicated to practitioners. We need more practical studies that connect musical parameters to behavioral outcomes in real settings.
What to do, instead
– Pilot test music in the environment where it will be used, whether that is a waiting room, an airport garage, or a retail floor. Measure behavior and sentiment.
– If you can, collaborate with researchers or run small experiments to track changes in dwell time, sales, or stress markers.
Sound can be a subtle advantage that compounds across touch points, whether that’s a ringtone, the app startup, or the playlist in your store. Begin with a conversation about who your brand is, make choices that match that identity, and document how sound should be used. Don’t pick music because someone liked it at a party, and for the love of customer comfort, don’t use Spotify in a commercial setting without the right license. Treat sound deliberately, and you’ll stop sounding like a random background noise, and start sounding like a brand.
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