The central question
Sound is doing work whether you notice it or not, and most of the time it is doing the subtle kind of work that quietly shapes how you feel, what you buy, and how you behave. I spent time unpacking this with a sound brand designer, and the biggest takeaway was annoyingly simple, music and sound matter for three distinct, useful reasons, and if you ignore any one of them, you lose control of the experience you are trying to create.
Three functions of sound
Think of sound as three tools in a single toolbox.
The three functions
- Identity, the sonic logo or anthem, which makes a brand recognizable. As my guest put it, “sound branding is simply just using sound to, uh, make, create a distinct brand, make your brand recognizable.” This is the sonic equivalent of a visual logo, the one-second ping that tells you who it is, and sometimes the thirty-second theme that becomes a brand anthem.
- Functional feedback, the user interaction sounds, like the click of a camera or a keyboard tap. These are the practical noises that tell you something happened. They are the audio icons of an interface. They do a job, and they must be designed for clarity, not drama.
- Behavioral or mood influence, background music and scoring that shape how people feel and act. This is the part most people underestimate, but the one with measurable impact, the type of music that makes shoppers linger, or patients breathe slower in a waiting room.
Treat each function deliberately
All three are valid. All three deserve attention.
How this plays out in real places
We all live amid sound branding and sound design, whether we think about it or not. A phone ringtone makes you look up. A familiar startup chime tells you which laptop someone has. For brands that get this right consistently, sound becomes another limb of identity, and it works in places visuals cannot.
Restaurants show why context matters
Restaurants are a classic case study. If your dining room has expensive lighting, polite waitstaff, and a price tag that nudges three digits, the soundtrack should match the social behavior you expect. Quiet, mellow, supportive music is the right choice, but not elevator music, and not an orchestra on steroids. It should be low enough to avoid interrupting conversation, but present enough to hold the room. Volume and quality matter more than most managers think, because unlike vision, you cannot close your ears without making a statement.
Retail stores, same idea, different goal. Loud music does not equal cool, it equals stress. If the music blocks conversation, you are not encouraging browsing, you are pushing people out. One of the most common mistakes companies make is picking music by personal taste rather than brand fit, which is how a manager’s favorite playlist ends up blasting where brand strategy should be playing.
Then there are institutions that rarely think of music as therapy, hospitals for example. There is growing research into music in healthcare settings, like calming patients before anesthesia and reducing heart rate in waiting rooms. The effect is not magic, but even small improvements in stress can be meaningful when scaled, for example in hospitals or airports where volumes of people and stress levels are high.
Airports are underrated. A parking garage can be hostile, confusing, and nerve wracking. Thoughtful sound can subtly make people feel safer, calmer, more focused. These are not flashy opportunities, but small behavioral nudges that add up.
Practical design approach, but not rocket science
A sane process looks like this, roughly: start with a conversation about brand values and audience, build a sonic identity based on that, then produce assets that serve different uses, and finally create a style guide that explains how to use them. One useful nugget, “the brand score is the center of your audio identity,” meaning you create a core piece that everything else adapts from, like shorter logos or mood variations.
Build a sonic palette, not one track
This is not about making one great track and dumping it everywhere. It is about creating a palette: signature sounds, feedback sounds, ambient tracks, and guidelines on when and where to use each. Otherwise you end up with a library nobody understands, and sound becomes noise.
Licensing and the temptation of hype
There is a business reality in the middle of all this, which is licensing. Hiring the latest charting song can cost more than the production budget. If a popular song fits your brand and your campaign timeline, great, but most companies chase hype and run into high fees for fleeting recognition. A smarter option is to license lesser known songs or commission original tracks that you own, because these options scale with your use and avoid time-limited headaches.
Commercial use needs commercial rights
Also, side note, playing a personal Spotify account in a commercial setting is not the same as having a commercial music license. There are services designed for venues that offer legal commercial playlists, and you should use those.
What science should focus on
We need more applied research, not just isolated chops on tempo or pitch. Music is a web of interacting elements, cultural associations included, and the industry would benefit from structured, usable studies that show how combinations of elements change behavior in real contexts. A practical matrix of musical elements versus outcomes would give designers an evidence base to build from, even if it will never be perfect.
The practical point
Sound is not decorative. It is a functional part of an experience, and it needs strategy, not taste. If you decide to care about it, start small, pick clear goals, and treat sound like another interface element, because it is. And one more thing, loud does not mean better, it just means louder, and nobody wants to be that store.