When we talk about branding, the conversation usually focuses on how things look. We think about logos, colour schemes, typography and packaging. But there’s another question that’s just as important and often overlooked: What does your brand sound like?

This isn’t about expensive audio branding or polished jingles (although those can work brilliantly if you have the budget). It’s about something much simpler and more accessible: music. The type of music you play at your events, use in your social videos, stream in your venue, or share with your customers in the form of a curated playlist. Because whether you’ve considered it or not, your brand is already giving people sensory cues. Music is one of the fastest ways to set the tone and create an emotional connection.

Why Sound Makes a Difference

Music has the ability to shape how we feel within seconds. It can lift our mood, calm us down or give us energy. From a branding perspective, this emotional power is hugely valuable. In Brand Sense, marketing expert Martin Lindstrom revealed that brands using multiple senses, particularly sound, are more memorable and are more likely to build trust and loyalty with customers.

Think about when you step into a coffee shop or bar. Before you even look at a menu or speak to a member of staff, the music tells you something about the atmosphere. It sets expectations and creates a feeling. The same principle applies online too.

Music Reflects Your Brand’s Personality

The right soundtrack can say a lot about your business. It communicates personality, mood and attitude instantly. Are you cool and cutting edge? Warm and nostalgic? Calm and down to earth? Music helps to express that in a way visuals can’t always achieve alone. Consider this ...

• A modern cake and cookie shop might opt for upbeat acoustic tracks or easy-going pop to create a bright, feel-good mood.

• A premium cocktail bar may favour smooth jazz or low-key electronic music to signal sophistication and exclusivity.

• A craft beer brand could choose a more eclectic, independent sound that mirrors the creativity and individuality of the product.

Keep It Simple

The good news is you don’t need a big production budget to make this work. You just need to be intentional. Start by thinking about the experience you want to create. Ask yourself:

• What sort of atmosphere should people feel when they encounter our brand?

• What music would our ideal customer listen to?

• Do certain products or seasons inspire a particular sound or mood?

Once you’ve thought it through, you can easily build a playlist on Spotify, Apple Music or any other platform. Share it on social media, feature it on your website or play it in-store. The important thing is consistency. Just like a logo or tone of voice, the sound of your brand should feel familiar and aligned.

A Final Thought

Brands are built on how people feel, not just what they see. Music is one of the most effective ways to influence emotion and create a lasting impression. So if you’ve never thought about how your brand sounds, now might be the perfect time to start. And if you're launching a new product or business? Why not give it its own playlist? After all, every great brand deserves a great soundtrack.