We’re living in a world oversaturated with visual content, and sound is becoming an unseen power. Sonic Branding, the strategic creation of a brand’s sound identity, is the future of brand communication. We have spent the last two years developing a process that redefines how brands connect emotionally with their audiences.
We create full sonic languages that tell a brand’s story, weaving sound into every touchpoint for maximum impact.
“Sound triggers emotion on a deeper level than visuals. It is a brand’s unseen power,” explains James Matthes, CEO of Pressure Cooker Studios. “Our process helps brands discover the emotional essence of who they are and translate that into a sonic identity that resonates far beyond a single campaign.”
Why a Sonic Language, Not Just a Sonic Logo
A sonic logo is a powerful tool, but its true potential lies in being part of a broader sonic language. This is a toolkit of sounds that forms a cohesive audio experience across the brand’s ecosystem. Just like visual branding extends beyond a logo, a sonic language enables a brand to imprint its signature sound on everything it touches. This fosters familiarity and emotional connection on a much deeper level.
Having a range of sonic options gives brands flexibility across various touch-points while maintaining consistency. From app soundscapes to podcast intros, a well crafted sonic language ensures that every interaction with the brand feels like part of a unified story
“We are not just here to make cool sounds that fit with your brand,” says Jordan Sterling, who has led the development of the Sonic Branding process at Pressure Cooker Studios. “The power of sound leaves so much untapped potential. It could be hitting so much harder. We are also not going to mislead you by promising to cram a million concepts into three seconds that will get lost in a wall of incoherent sound. The goal is simple, but the process is in depth. We want to make sure we are doing this right. It is a balance between science and art, guided by research and injected with magic by human touch.”
The Emotional Impact of Sonic Branding
Gone are the days when a short jingle at the end of an advert sufficed. Sonic Branding today is about creating multi-layered soundscapes that emotionally connect people to your brand. A well crafted sonic identity transcends traditional boundaries, activating emotional and cognitive triggers that enhance recall and deepen brand engagement.
Sterling says: “Emotion plays a huge role in brand loyalty and consumer experience, and sonic branding is a brilliant tool for driving a brand’s emotional impact. Think of film. You could tell the same story without the music, sure, but would you get the same emotional punch without the score? Not even close. If we can score movies and games, why can’t we do the same for your brand? Build a unique collection of sounds that can define you and tell your brand’s emotional story. What do you want your customers to feel?”
Beyond emotion, sound and memory are intrinsically linked, giving sonic branding tremendous potential to boost brand recall and familiarity. “How many times has a jingle or song been stuck in your head? Have you ever had the same experience with a visual? There is a reason earworms exist, not eyeworms.”
Why Sonic Branding Matters More Than Ever
Research confirms what we have seen in practice. Brands with a consistent sonic identity experience much higher favorability. Ads with sonic elements improve brand recall by 8.5 times compared to ads without them. And yet, only 8 percent of global advertising currently incorporates a sonic identity. This is a huge missed opportunity.
As the world becomes more multi sensory, this is changing fast. In 2021, the number of brands implementing sonic strategies increased by 22%. With the rise of voice assistants, podcasts, and immersive digital experiences, sound will only become more vital in the coming years.
“There are more speakers surrounding us than ever before. Almost everyone is carrying at least one, if not several, audio-emitting devices,” Sterling points out. “They fill our houses, cars, streets, and shops. Sound is more accessible now than ever, and it is set to play a pivotal role in brand recognition. The stage is perfectly set for sonic branding to become as essential as a visual logo, typeface, or color palette.”
The Future is Sonic and We Are Ready For It
We have spent years creating sonic worlds for films, games, and commercials, crafting immersive soundscapes that bring stories to life. This experience in storytelling through music and audio has given us a unique ability to evoke emotion and build cohesive sonic environments.
Now, we are applying that same expertise to brands. By taking the skills we have honed, we have developed a new process that helps us uncover the core essence of a brand and translate that into a rich sonic landscape. It is not about adding a cool sound, it is about elevating a brand’s identity holistically and creating a sound world that is truly their own.
“Sonic branding will shift from being a nice-to-have extra to a core strategic asset, indispensable for any brand that wants to make a genuine impact in an increasingly crowded marketplace,” says Sterling. “Consumers want more than just an end product. They want an immersive experience, a journey that makes them feel something. An experience that sonic branding can contribute to.”
“A strong sonic identity gives even small brands a competitive edge, allowing them to build stronger emotional connections and stand out,” says Matthes.
Sonic Branding is becoming an essential part of every brand’s toolkit. The question is, will your brand be ready?
Let’s build the sound of your brand together and ensure it resonates far beyond the noise.
RECENT SONIC BRANDING PROJECTS:
MOONSPORT
Our deep dive into the heart of Moonsport revealed that the central anchor that we needed to represent is “Connecting People”, and more specifically, the sonic story that we wanted to tell through the emotional power of audio, is the feeling of FOMO. We needed to capture the feeling you get when you hear the distant roar of a stadium filled with people, when you know you’ve missed an opportunity to experience the thrill of the game. The feeling of anticipation you get as you walk to the stadium surrounded by the buzz of excited people. And at the game, immersed in a crowd of strangers, but feeling overwhelmingly connected to them all in those exhilarating moments as your team rises to victory and the explosion of joy when they get it.
‘Our Moments’ is the signature track we created to capture the essence of Moonsport by highlighting the contrast between the highs and lows in sports and the memories shared over these moments. It’s electronic but human; light and dark, celebratory and tense. These elements build on one another in a single piece of music, taking us on a journey of hype, FOMO, tension, and celebratory release. The high dynamic shifts and the story that the music takes us through give it the flexibility to work across many moods and types of content. It symbolises the way Moonsport connects people, uniting them in support and leaving them with shared memories that inspire. Listen to it here:
LULA
Our thorough exploration to discover the sonic story of Lula revealed that at its heart lies connection — personal, human, and empowering. It’s someone who gets it, who’s in your corner, offering support exactly when you need it. It’s the feeling of relief when you realise someone’s made something complicated feel simple, and the thrill of seeing it done fast. The steady rhythm of progress as your dreams come into sharper focus. The spark of optimism that comes with knowing you’re supported, not by a faceless system, but by savvy, efficient people who care about your success as much as you do. Lula’s sound isn’t just about technology; it’s about the people behind it. It’s warm, agile, and always moving forward—making every interaction feel smooth, seamless, and full of possibility.
Lula’s sonic logo brings the brand’s story to life with a sound that’s all about accessibility, growth, and a personal touch. It mixes a warm, human feeling with a modern edge, reflecting Lula’s ability to simplify complexities with speed and reliability. The logo begins with a rising combination of guitar and synth elements, symbolising progress and the intersection of technology and humanity. At its core is the signature snap—sharp, confident, and unmistakably human. It’s backed by a vocal melody singing “Lula,” creating a sense of familiarity and supporting brand recall. Finally, the resolution is smooth and comforting, wrapping it all up with a feeling of trust and dependability. It’s a sound that’s as approachable and dynamic as Lula itself. Listen to it here:
