Sonic Branding: Enhancing Brands with Audio Design
This article features an interview with sonic branding experts Laurence Minsky and Colleen Fahey, who explain how audio branding shapes brand perception and consumer engagement. Fahey and Minsky discuss the structured process of creating sonic identities, highlighting enduring examples like Intel’s chime and Coca-Cola’s fizz and showcasing projects for USAA, Maybelline, and TD Bank. They emphasize sonic branding’s versatility across industries, with sound evoking brand-specific emotions and enhancing accessibility. The discussion also explores the influence of digital platforms like TikTok, the role of AI in branding, and the potential for sonic branding in the classroom, encouraging students to integrate audio elements into projects using their music and editing skills. Additionally, Fahey and Minsky address how brands can balance global and local cultural elements in sound to build a cohesive yet culturally resonant identity. They conclude by advising aspiring professionals to build a foundation in branding principles, noting that while AI can extend brand assets, authentic brand identity requires human creativity.
accessibility, AI, audio branding, brand identity, consumer engagement, cultural resonance, digital platforms, local culture, marketing strategy, sonic branding, sonic logo, sound, sound design, universal branding
Introductions.
Sonic branding, sometimes called audio branding and often overlooked in marketing discussions, plays a crucial role in shaping consumer perceptions of brands. In an interview conducted by Edward Timke for Advertising & Society Quarterly, two industry leaders, Colleen Fahey and Laurence Minsky, share their expertise on this subject. Their insights highlight a structured approach to sonic branding and its capacity to enhance brand perception and consumer engagement.
Colleen Fahey transitioned from being an executive creative director to a sonic branding expert after an eye-opening conference in New York. Her work as the US and Canada managing director for Sixième Son focuses on integrating sound into marketing strategies.1 Laurence Minsky, a professor at Columbia College Chicago, brings a wealth of experience in advertising and social media, consulting globally on marketing programs.
The conversation reveals that sonic branding is not merely about creating appealing sounds; it is a disciplined process akin to traditional branding. Fahey and Minsky emphasize the importance of developing a sonic identity that aligns with a brand’s core values and personality. This involves rigorous methodologies including competitive reviews, concept development, and the creation of adaptable sonic logos that resonate across various touchpoints.
Their coauthored book, Audio Branding: Using Sound to Build Your Brand (Kogan Page, 2017), educates marketers on incorporating sound into their strategies effectively. The book offers a comprehensive guide to establishing a sonic brand, detailing techniques for ensuring consistency and adaptability in sound across different platforms, from phone hold music to app notifications.
Sonic Branding and Society.
Sonic branding is often handled by specialized agencies rather than in-house teams. These agencies cultivate a specific skill set in their designers, who are typically trained musicians and composers focused on creating distinct brand identities through sound. The process involves creating memorable and clear audio elements that convey the brand’s essence, including developing a sonic logo and a piece of music that acts as a style guide or DNA for the brand.
Music naturally crosses cultural boundaries, but brands must decide how to incorporate cultural elements based on their identity goals. For instance, a brand that wants to emphasize its regional roots might incorporate local musical styles, while a global brand might opt for a more universal sound. Effective sonic branding is meant to be enduring—potentially lasting decades—which requires a solid foundation and careful design to ensure consistency and adaptability across different markets.
The History of Sonic Branding.
What about the historical perspective of sonic and audio branding, starting with radio and then moving to television commercials? To answer this question Fahey discusses key milestones in media and advertising. She begins with the early role of radio, where music and voice tones were crucial for creating compelling advertisements. As television emerged, longer commercials allowed for entire songs to be crafted around products, such as “Snap, Crackle, and Pop.” However, as commercial durations shortened, the traditional jingle format began to decline. In the 1980s, advertisers turned to licensed music, often from classic rock genres, to create “borrowed interest” rather than building brand-specific identities. This shift marked a period when the focus on sound’s role in branding diminished somewhat.
Recently, the resurgence of podcasts and reduced attention spans have renewed interest in sound as a branding tool because of its ability to capture attention and enhance customer experiences. This shift is partly because sound can even be heard when you’re facing the other way and processed with only partial attention. The conversation highlights the importance of sound in capturing attention and the impact of voice over visuals in today’s digital age.
Collaborating and Writing.
In this segment, Minsky discusses his evolving body of work, particularly his shift from early books on advertising success and job hunting to recent projects focusing on audio branding, activation, and global brand management. Initially, he coauthored books on career success and collaborated with industry colleagues to share insights on how advertising principles can be applied beyond traditional contexts.2 Later, he partnered with Bill Rosen, a leader in cross-channel marketing and branding, and Fahey to explore comprehensive branding strategies, including The Activation Imperative (Rowman & Littlefield, 2017), which emphasizes balancing brand building with consumer activation across platforms.3
Minsky explains how his recent books, such as Global Brand Management, address the complexities of managing a brand’s identity globally while tailoring it to local markets. His interest in sensory branding expanded with projects on audio and scent branding. He has coauthored work with Fahey and others on the role of sounds and voices in consumer activation and purchase journeys.4 He integrates these industry experiences with his academic role at Columbia College Chicago, which emphasizes practical learning, grounding theoretical lessons in real-world applications. This approach, he notes, connects industry, research, and classroom learning, aiming to make complex branding concepts accessible and impactful in daily life.
Advice for Students and Teachers.
In this segment, Colleen and Laurence discuss ways to incorporate their work on audio branding into classes and research, highlighting the practicality of their books. These resources are structured into clear, manageable sections, allowing students to engage deeply by focusing on specific parts and even teaching them to each other. Laurence points out that many students already possess relevant skills in music or editing, which could enhance collaborative group projects on audio and visual branding, especially if aligned with client-focused branding efforts.
They address accessibility, noting that tools such as voice technology, AI, and sign language can improve inclusivity for individuals with impairments. Voice technology, for example, can assist those who are visually impaired, while sign language and voice-to-text applications can bridge communication gaps. They also see potential for audio branding in helping companies reach audiences with accessibility needs, emphasizing the importance of sonic branding in making brands more inclusive.
The conversation covers AI’s role in branding, where Colleen advises caution. AI can extend existing brand elements effectively but risks creating generic, derivative content if relied upon too heavily for core brand identity. Laurence elaborates on different types of AI—conversational, predictive, and generative—explaining how each serves distinct roles in marketing. While AI can automate repetitive tasks, they agree that it lacks the creative insight needed for original brand identity, underscoring the irreplaceable role of human creativity in branding.
Examples of Sonic Brands.
In this segment, Colleen and Laurence respond to Edward Timke’s interest in examples of sonic branding that reveal its cultural significance. Colleen highlights early examples: Intel’s chime transformed an intangible chip into a recognizable brand experience, and Coca-Cola’s fizzing pour sound evokes a sensory connection with the brand. She notes how sound plays a powerful role in making brands memorable and engaging.
Colleen also shares her work with Sixième Son, including a project with USAA, an insurance company for military personnel; they crafted a sonic logo that emphasizes camaraderie, capturing the unique sense of support among service members. Another example is Maybelline’s modernized “Maybe It’s Maybelline” sound, which now conveys New York’s confidence and resonates with younger audiences on platforms such as TikTok. Similarly, TD Bank uses a sonic logo in its ATM machines to reinforce friendliness and accessibility, enhancing customer experience at a key touchpoint.
They explain that sonic branding’s versatility allows it to impact diverse industries, from pharmaceuticals to finance, by evoking specific emotions—whether calm, strength, or warmth—that align with brand values. For students interested in this field, Colleen and Lawrence recommend building a strong foundation in branding principles alongside musical skills, suggesting resources like the Audio Branding Academy in Europe and encouraging exploration of related articles and their book. This guidance reflects their belief that sonic branding, though a young industry, has broad potential to deepen brand engagement across cultural and sensory landscapes.
Gallery of In-Video Illustrations
Sixième Son, “TD Bank - Sonic Identity,” LinkedIn video, June 2024, https://www.linkedin.com/posts/sixi%C3%A8me-son_td-bank-sonic-identity-activity-7199026966987952128-Ethy.
Sixième Son, “Etihad Airways - Brand Movie,” YouTube video, June 2, 2021, https://www.youtube.com/watch?v=exl01qhRGrk.
@loccitaneaubresil, “Se para o Brasil eu trago um toque francês,” TikTok video, August 5, 2024, https://www.tiktok.com/@loccitaneaubresil/video/7398652263624903942.
Watch Duty, “Watch Duty | How It Works,” YouTube video, April 10, 2024, https://www.youtube.com/watch?v=mbVv5vhYgzc.
Maybelline Remix, courtesy Colleen Fahey.
Maybelline Sisters, courtesy Colleen Fahey.
Coca-Cola, “Taste The Feeling,” YouTube video, January 10, 2017, https://www.youtube.com/watch?v=3Bq9NzNScPQ.
Laurence Minsky is an associate professor at Columbia College Chicago. His most recent books include Global Brand Management, The Activation Imperative, and Audio Branding.
Colleen Fahey is US managing director of Sixième Son, the world’s largest audio branding agency with clients spread across the globe, ranging from Huggies to Atlanta Convention & Visitors Bureau (ACVB). She is a coauthor of Audio Branding: Using Sound to Build Your Brand.
Edward Timke is an assistant professor in the Department of Advertising + PR at Michigan State University. He is a public cultural historian of advertising and its place in society and culture. His scholarship focuses on preserving and sharing histories of advertising within and beyond the United States, with a significant focus on disability and accessibility. Since 2016, he has been an editor (currently coeditor) of Advertising & Society Quarterly.
Footnotes
1. For more details on Sixième Son, see https://www.sixiemeson.com. The agency also has a presence on social media: https://soundcloud.com/sixieme-son and https://www.youtube.com/user/SixiemeSonEurope.
2. Laurence Minsky, How to Succeed in Advertising When All You Have is Talent, ed. Bruce Bendiger (Lincolnwood, IL: NTC Business Books, 1994; Chicago: Copy Workshop, 2007); Laurence Minksy and Bruce Bendiger, eds., The Get a Job Workshop (New York: Routledge, 2013).
3. Laurence Minksy and Ilan Geva, Global Brand Management: A Guide to Developing, Building & Managing an International Brand (London: Kogan Page, 2019).
4. For example, see Audio Branding; Laurence Minsky and Colleen Fahey, “What Does Your Brand Sound Like?.” Harvard Business Review, February 7, 2014, https://hbr.org/2014/02/what-does-your-brand-sound-like; and Laurence Minsky et al., Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement (Lanham, MD: Rowman & Littlefield, 2023).
