As sound design becomes central to multi-platform brand identities, Emma Byford, Head of Music Strategy at SixtyFour Music and juror for the Music+Sound Awards, explains the layered thinking behind great sonic branding. With a focus on emotional resonance and global adaptability, she breaks down the evolving craft of building sound systems that resonate across platforms and cultures.

What are the essential techniques your team uses to create a memorable sonic brand?

It all starts with getting under the skin of the brand. We spend time fully immersing ourselves in its world so that we can get a truly in-depth understanding of it. From there, we can craft a sonic identity with real longevity and authenticity. It's equally important to understand the brand's audience including how they’ll interact with the sonic identity and what their mindset is with every touchpoint. Understanding this allows us to create a sound that feels emotionally resonant and culturally relevant.

Modularity is another key principle. Even if we’re only starting with the creation of one asset, we always approach it as part of a larger sonic system so that it can flex and evolve as the brand grows or as new platforms emerge.

And finally, it needs to stand out! Whether it’s a catchy melody or an atonal approach, it needs to be unique and attention grabbing to serve its purpose of being a distinctive brand asset.

From a production standpoint, what are the biggest challenges in aligning sound design with a brand’s identity, especially across global campaigns? 

One of the biggest challenges is achieving consistency without losing cultural relevance. A sonic identity needs to feel unified across markets but it also has to flex to reflect local nuances. That might mean tailoring instrumentation, tone, or texture depending on regional preferences or audience expectations.

Another challenge is making sure that sound works holistically across the brand’s full ecosystem. From immersive soundscapes at experiential events to curated playlists in-store, social content, podcasts, apps, and beyond. Every format has its own technical and creative demands but the sonic identity should always sound distinctively like the brand.

Sonic branding has evolved a long way since the ‘jingle’ days. Nowadays, we create a sound palette made up of unique tones, textures, melodies, and micro-elements that all work together to deliver consistency while still being adaptable enough to feel fresh and relevant in different contexts.

How has the rise of platforms like podcasts, voice assistants, and short-form video influenced your approach to sonic branding? 

Brands are active across more platforms than ever. Historically, the primary use of a brand’s sonic identity was a jingle at the end of an ad, paired with the brand’s visual logo. With the emergence of new platforms, people's behaviors and receptiveness to brand sounds has shifted. Brands now have shorter - but still vital - opportunities for their sound to cut through.

Apple’s message-sent tone and start-up chime are perfect examples of short sonic cues that are functional while also communicating the essence of the brand. We always aim to strike the right balance between emotion and functionality, especially in environments where audio can enhance accessibility or the UX experience. A strong sonic identity needs to do both, often in a very short space of time.

What trends or innovations in music and sound production do you believe will shape the next generation of sonic branding in advertising?

We’re seeing a real shift towards interactivity and personalization, especially as brands look to create more responsive, real-time experiences. This opens up some exciting creative opportunities with sonic identities that can adapt based on mood or even user behavior. As brands become more confident using sound across a wider range of touch points, we’re seeing their sonic identities scale and evolve more fluidly, while still maintaining consistency. I think we’ll continue to see brands using sound more holistically and intentionally as a core part of their brand experience.