Massetti & Partners Creative Agency

No longer just an accessory element or a jingle from 90s advertising, the sonic branding It is now a fully-fledged design component. A sonic grammar that speaks to the limbic system, works on affect, and activates emotional memory.

In a landscape where visual communication has reached saturation point, it is the soundscape to offer new opportunities: to differentiate, orient, and build loyalty.
But a sonic identity can't be improvised. It's constructed with the same precision as a typographic logo, with the same criteria of consistency and recognizability.

What we mean by sound identity.

The sonic branding It is the design of a brand's sonic identity: a coherent structure of auditory elements—sounds, voices, timbres, rhythms, musical patterns—that convey the brand's values, strengthen its memorability, and enhance its presence in digital and physical contexts.

It's not just about jingleThe jingle is a catchy and advertising synthesis, while the sound identity is a modular system which may include:

• Sound Logo (audio logo): a short, distinctive auditory signature
• Tema musicale di brand (brand theme): a leitmotif that can be used in campaigns, videos or events
• Vocal tones (brand voice): human voice with consistent characteristics (gender, rhythm, accent, emotion)
• Ambient Soundscapes: soundscapes for physical or digital spaces (retail, apps, augmented reality)
• Custom SFX: custom sound effects for apps, interfaces, motion design

The result is a coherent, codifiable and reproducible sound identity, capable of crossing different channels: from a mobile app to the in-store experience, from a Spotify advert to a physical event.

From concept to frequency: how to design a sonic identity.

A sonic branding project involves a wide range of professionals: sound designers, behavioral psychologists, brand strategists, audio directors, and copywriters.
The process is as technical as it is creative, and develops in 4 main phases:

1. Brand analysis and sound audit
   The current tone of voice, touchpoints, industry, and values ​​to be expressed are mapped out. Competitors are also analyzed to avoid auditory redundancies.
2. Definition of sound identity
   On a technical level, we choose frequencies, instruments, tempos, and progressions consistent with the brand's personality. We work with the same logic as visual semiotics, but with an acoustic twist.
3. Multi-Situation Production and Testing
   The sound assets are produced in the studio and tested across various media (online, commercials, physical spaces, and voice experiences). AB analyses are performed to evaluate memory effectiveness and emotional impact.
4. Deployment and Sound Identity Manual
   As with a visual brand book, detailed documentation is provided with guidelines for the consistent use of audio material across different channels and formats.

Applications: Where and how sound identity makes the difference

Sonic branding today is cross-channel by nature. Here are some areas where it is used successfully:

• UX Design & App: custom sounds for onboarding, notifications, microinteractions.
• Retail & Physical Spaces: immersive soundscapes that enhance the brand experience.
• Audio-first advertising: ads on Spotify, podcasts, smart speakers.
• Voice experiences and AI: voice assistants with recognizable sound identity.
• Brand content: videos, shorts, reels, branded podcasts.

Synthetic case studies.

• Mastercard has developed an entire brand melody, adaptable in over 200 versions based on context, culture and medium.
• BMW designed the electric vehicle startup sounds with Hans Zimmer, to communicate elegance and innovation.

Conclusion

Sound branding is no longer a trend: it is a strategic necessity in a world where interactions are increasingly fragmented, fluid and sensorial.
Where sight is saturated, hearing remains a space still open for authentic differentiation.
And where words are not enough, it's the sound that tells the story.

Do you want to build a sonic identity for your brand, or rethink the existing one with scientific and creative criteria?
Let's talk about it: a well-designed sound signature can transform the perception of your brand—in two seconds.