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Frequently asked questions

These are the questions people ask us most, more or less in the order they ask them: what sonic branding even is, how a project runs, who owns the music afterwards, which files you get and how to get going.

Sonic branding basics

Sonic branding is the strategic use of sound and music to express a brand's identity, sonic logos, brand anthems, UX sounds and full audio guidelines that work alongside your visual brand. It's basically your logo and colours, but for the ears. You take it into every ad, the app, the store, a podcast, an event. People should recognise you by ear as fast as they do by eye.

More on this: how it differs from a jingle.

A sonic logo is tiny, 2 to 5 seconds, tops. It's the thing at the end of an ad, or the sound your phone makes when an app opens. Think of it as the logo, but audio. A jingle is sung, with lyrics. The old-school earworm. A brand anthem is a longer piece of music that sets the mood across campaigns, and it doesn't try to sell you anything in the lyrics. Most identities we make have all three, built from the same melody so they back each other up.

Yes. And for a creative field the numbers are surprisingly consistent. Ipsos went through more than 2,000 TV ads and found that the ones with sonic brand cues were 8.53× more likely to be high performers than the visual-only ones (audio assets on their own: 3.44× more effective than visuals). And Mastercard asked its customers a year after launching its sound. 77% said it made the brand feel more trustworthy. We think about those numbers on every brief.

Especially then. Sonic cues currently make up only around 8% of brand assets, according to Ipsos, despite outperforming visuals on memorability and recall. 60% of consumers say music in marketing is more memorable than visuals (PHMG). Most categories haven't claimed an audio identity yet, so the first brands to do it still have the space to themselves.

Yes. Notification tones, the ping when something worked, loading sounds, onboarding. UX sound is growing fast. We do those at the same time as the ad and brand music. That way your TV spot and your push notification are obviously family.

Process & timelines

Honestly, that depends on how big it is. A sonic logo on its own: a few weeks from brief to delivery. A full sonic identity or ad campaign usually takes 6 to 10 weeks. That's strategy, writing, review rounds and mastering to spec for every platform you need.

Depends how much you want. A single sonic logo is obviously cheaper than the whole package with ads, UX sound and written guidelines. Tell us about your project on the contact page. You'll usually have a quote within a few days, and you're not tied to anything.

Often, yes, and we do this a lot. Reshaping a stock track, rerecording it or retiming it until it sits right in your edit. Usually that's quicker and cheaper than writing something new, and it can still sound made for you.

Sure. You don't need a whole sonic branding project for that. Plenty of clients only come to us to finish an edit, clean up a mix or get a master ready for broadcast.

No. Every composition is written and played by people, and I can tell you who played what on any project we have delivered. We have no objection to AI as a tool and we keep an eye on it. The problem with a generated identity is ownership in both senses: the rights position is murky, and anyone with a similar brief can produce something similar next week. The practical difference is that a composer makes decisions about your brief and can defend each one. When a stakeholder asks why the third note goes up instead of down, there is an answer.

Rights, files & delivery

We agree the usage rights per project, and they're in your contract. Most of the time that's a licence, with the use, platforms, countries and duration spelled out. Want to own it outright, forever? A full buyout is possible too.

WAV and MP3, both stems and masters, ready for TV, radio, social and streaming. Got a media planner with a list of loudness, codec or length specs? Send it over and we'll stick to it.

Clients get a login where the final files, stems and project documents are always there to download. No expired Drive links, no digging through old email threads.

Getting started

Get in touch through the contact page, or just book a call. We'll ask you a few things about the brand and the project, and then you get a quote with the next steps. No obligation.

Nothing formal, really. Think of a brand or two you like the sound of. Have a rough idea of where your audio is going to end up (ads? the app? events? all of it?). And bring whatever brand guidelines you've got. Enough for a good first conversation.

We're a good match if there's a clear brand story behind your brief, even if you've got no idea yet how it should sound. We like projects where why it sounds that way matters as much as how. Brand anthems, sonic identities, ad music, and post production that needs more than a tidy finish. Sound like yours? Send it over.

We start with a strategy session about tone, reference sounds and what you need delivered. After that we write or produce, you get a first round to listen to, we work your notes in, and once you're happy you get the broadcast-ready files. Usually there are 2 or 3 rounds of feedback. You'll always know which one we're in.

Any more questions?

Ask us directly