What is Sound Branding?

SoundBranding is a pioneer and leader in creating sound identity and sound design since 2001.

Commonly referred to as audio branding, sound branding, or sonic branding, our work at SoundBranding focuses on developing distinctive and unique sound identities for application in corporate culture and brand communication.

A corporate or brand sound identity may manifest in the form of: a soundtrack, environmental sound, product design related sound, signal sounds, a sound logo, or a sound signature.

All of the mentioned sound identity forms may be designed to reflect the identity of the company or brand, and all of them may be protected by copyright.

These are examples of branded sound under copyright protection:

This type of sound may be used in: environmental design, video marketing and more. By using branded sound a company is recognised by its sound in addition to its visual representations, which creates a whole new dimension of possibilities for brand identity articulation.

This may not only strengthen the brand but also limit further marketing music costs, as well as safeguard the brand identity from possible PR issues which may arise when using known artist music in brand communication.

Our unique expertise has brought our clients highly recognisable and memorable sound identities.

Client Cases

Bang & Olufsen

When facing dificulties with strategic use of sound and music in their communication and marketing, Bang & Olufsen turned to SoundBranding. Together, the first steps towards strategic sound use were taken in 2001.

Louis Nielsen

Soundbranding was approached by the Communications Manager of Louis Nielsen A/S in November 2009. The optician brand wanted to use sound design and music to create an Employer Branding Platform. The audio design was to be used for Human Resources Teambuilding purposes as well as for facilitating the Corporate Culture of the brand in general.


In order to create recognition in all touch points, Friis decided to create a unique Sound Identity. The project required redesigning their Corporate Sound and their media mix to create a strategic branding tool suitable across media.

Danish Sound

Danish sound was in need of integrating all its media touchpoints by developing a destinctive Sound Identity to improve overall performance and in order to launch physical space experience projects.

Visit Nordjylland

The marketing team of Visit Nordjylland has recognised a need of developing a Sound Branding tool that could serve as a universal sound platform providing coherence for all tourist partners across the North Region of Denmark.

Martin Lindstrom

The Corporate Sound Identity of the Branding guru began on a cold december day back in 2003. Soundbranding, as Audio Management at the time, was contacted through a rather unclear phone connection from Australia. While in need of a unique platform providing a recognisable Sound Identity across touch points, for his projects including BRANDchild as well as the upcoming BRANDsense, Martin found us in Denmark from among various German and British companies. Together with Martin, we handpicked and designed custom intro and background music for use in various stages of his conferences, on his websites, as well as in his BRANDsense DVD, and in his BRANDflash weekly WebTV show. 

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