A Sonic Logo Isn’t Enough. Brands Need a Sonic Ecosystem
There was a time when the holy grail of sonic branding was a three-second jingle or mnemonic. But in an increasingly audio-driven world, where brands engage with audiences across more touch points than ever and face ever-growing content demands, having only a handful of sonic assets isn't enough.
96% Of consumers are more likely to remember brands when music is aligned with the brand identity (University of Leicester). To create real connection, brands need a cohesive, strategic approach to all uses of sound. One that strengthens the brand identity, evokes emotion, and drives cultural relevance.
Moving From Sonic Assets to Sound Strategy
Traditional sonic branding projects often stop once the assets are delivered. But that should really just be the starting point.
We need to start thinking about holistic sonic strategies rather than relying solely on sonic assets. One that considers and guides how your brand uses music and how it connects with music culture. This includes everything from licensing commercial tracks for campaigns, to using library tracks on social media, curating in-store playlists, and building artist partnerships or activations.
When sound is used strategically, it can build recognition and alter perception. For example, 73% of people agree that music partnerships improve how they perceive a brand (The Harris Poll). The true power of sonic branding comes when we start thinking beyond quick moments of recognition, and think about building long-term resonance more broadly.
Using Sound Intentionally
I’ve had a surprising number of conversations where brand teams explain that they’re not thinking about how they’re using sound, meaning that they're missing out on countless opportunities to use it with intention and impact. Their content, stores, events, and even user experiences are filled with sound decisions made in isolation, leading to inconsistency. I doubt those same brands would take such an unplanned approach to their visual identities.
That’s why having a broader sonic strategy is essential.
ON is a great example of a brand that uses music in campaigns to authentically represent its ethos with a sound that feels distinctively precise, and filled with movement. This approach is consistent yet flexible, giving creative freedom without needing to rely on branded sonic assets. They’ve also partnered with artists who share values and performance focus, including a recent capsule with FKA Twigs, to strengthen credibility and cultural relevance.
H&M takes a 360-degree approach to connecting with music culture. From live concerts and artist collaborations with the likes of Charli XCX, to exclusive perks and in-store curated playlists, every use of sound is carefully considered to reflect the brand while positioning it firmly within music culture.
Apple demonstrates the power of sound in product experiences. Their UX UI sounds (e.g. message notifications and charging sound) are among the most recognised in the world. Heard by millions every day within the product experience, these sounds are also integrated seamlessly into content and campaigns, extending their reach and resonance across multiple platforms.
When all elements work seamlessly together, brands build a cohesive musical approach that reinforces its identity every time it’s heard. With over 70% of people believing that music helps brands to stand out from competitors (Digital Strategy Consulting), this clearly defined approach strengthens the brand while also ensuring it cuts through.
Sonic Branding + Music Strategy = The Sonic Ecosystem
It’s time to evolve how we think about sonic branding. Instead of stopping at the sonic logo, brands should be building a clear music strategy that lives and breathes across all brand touchpoints.
At SixtyFour, we call this The Sonic Ecosystem - A living, evolving framework that ensures every sound and cultural connection sounds like your brand and resonates with your audience.
It starts with a clear Sound Playground - the tonal world that defines your brand’s musical personality. From there, we develop branded sonic assets and a strategy to inform what music should be used, and how you should engage with music culture to ensure cohesion across every touchpoint.
When your brand's sound is rooted in strategy, it becomes a powerful layer of brand identity that drives recognition, emotion and connection over time.
8 Dec 2025, 13:16
A Sonic Logo Isn’t Enough. Brands Need a Sonic Ecosystem
There was a time when the holy grail of sonic branding was a three-second jingle or mnemonic. But in an increasingly audio-driven world, where brands engage with audiences across more touch points than ever and face ever-growing content demands, having only a handful of sonic assets isn't enough.
96% Of consumers are more likely to remember brands when music is aligned with the brand identity (University of Leicester). To create real connection, brands need a cohesive, strategic approach to all uses of sound. One that strengthens the brand identity, evokes emotion, and drives cultural relevance.
Moving From Sonic Assets to Sound Strategy
Traditional sonic branding projects often stop once the assets are delivered. But that should really just be the starting point.
We need to start thinking about holistic sonic strategies rather than relying solely on sonic assets. One that considers and guides how your brand uses music and how it connects with music culture. This includes everything from licensing commercial tracks for campaigns, to using library tracks on social media, curating in-store playlists, and building artist partnerships or activations.
When sound is used strategically, it can build recognition and alter perception. For example, 73% of people agree that music partnerships improve how they perceive a brand (The Harris Poll). The true power of sonic branding comes when we start thinking beyond quick moments of recognition, and think about building long-term resonance more broadly.
Using Sound Intentionally
I’ve had a surprising number of conversations where brand teams explain that they’re not thinking about how they’re using sound, meaning that they're missing out on countless opportunities to use it with intention and impact. Their content, stores, events, and even user experiences are filled with sound decisions made in isolation, leading to inconsistency. I doubt those same brands would take such an unplanned approach to their visual identities.
That’s why having a broader sonic strategy is essential.
ON is a great example of a brand that uses music in campaigns to authentically represent its ethos with a sound that feels distinctively precise, and filled with movement. This approach is consistent yet flexible, giving creative freedom without needing to rely on branded sonic assets. They’ve also partnered with artists who share values and performance focus, including a recent capsule with FKA Twigs, to strengthen credibility and cultural relevance.
H&M takes a 360-degree approach to connecting with music culture. From live concerts and artist collaborations with the likes of Charli XCX, to exclusive perks and in-store curated playlists, every use of sound is carefully considered to reflect the brand while positioning it firmly within music culture.
Apple demonstrates the power of sound in product experiences. Their UX UI sounds (e.g. message notifications and charging sound) are among the most recognised in the world. Heard by millions every day within the product experience, these sounds are also integrated seamlessly into content and campaigns, extending their reach and resonance across multiple platforms.
When all elements work seamlessly together, brands build a cohesive musical approach that reinforces its identity every time it’s heard. With over 70% of people believing that music helps brands to stand out from competitors (Digital Strategy Consulting), this clearly defined approach strengthens the brand while also ensuring it cuts through.
Sonic Branding + Music Strategy = The Sonic Ecosystem
It’s time to evolve how we think about sonic branding. Instead of stopping at the sonic logo, brands should be building a clear music strategy that lives and breathes across all brand touchpoints.
At SixtyFour, we call this The Sonic Ecosystem - A living, evolving framework that ensures every sound and cultural connection sounds like your brand and resonates with your audience.
It starts with a clear Sound Playground - the tonal world that defines your brand’s musical personality. From there, we develop branded sonic assets and a strategy to inform what music should be used, and how you should engage with music culture to ensure cohesion across every touchpoint.
When your brand's sound is rooted in strategy, it becomes a powerful layer of brand identity that drives recognition, emotion and connection over time.
8 Dec 2025, 13:16