The power of sonic branding: why you can hear Netflix and Holle Bolle Gijs

Sonic branding is the use of sound to reinforce your brand identity. It goes beyond a simple jingle. It's every sound someone associates with your brand:

• Audio logos (e.g. “Dovy Keukens, wij maken uw keuken in België.”)
• UI sounds (e.g. the typical ringtones or startup sounds of Apple devices)
• Background music (e.g. in tv spots of Devos & Lemmens, they always use the same background music)
• Voiceovers (e.g. Gamma and Devos & Lemmens always use the same voices in their ads)
• The tone of a podcast or video ad (e.g. the podcast “De Volksjury” always has the same intro, the same structure, the same voices and an informal tone of voice)
• Environmentally integrated audio experiences (e.g. Holle Bolle Gijs, a bin in the Efteling amusement park who continuously says “Papier hier”, which is now an auditory symbol of the Efteling brand)
• … and more.

Think of it as the Spotify Wrapped for your brand: a personalised audio identity that speaks directly to your audience in a way visuals alone never could.

In today’s hyper-visual world, sound might seem secondary, but here’s why it matters more than ever:

• Video-first platforms like TikTok and Instagram Reels thrive on sound
• Podcasts are booming, with more brands joining the conversation
• Sound triggers emotion and memory faster than visuals
• Voice assistants and smart speakers are shaping screenless brand experiences

In short, it gives your brand a new sensory dimension, a new way to stand out, be recognised, and be remembered.

Just like visual branding, sonic branding builds consistency and recognition. The difference? People don’t need to look at you to remember you.

You don’t need to compose a symphony to get started. Here are a few simple ways to integrate sound into your brand:

• Use a sound logo: A short, unique audio snippet that plays at the end of your videos or ads.
• Add branded UI sounds: Think clicks, transitions, or notifications in your app or product.
• Curate brand playlists: What does your brand sound like? Which genre fits your brand personality? Determine that and use it consistently across your content.
• Narrate your content: Use a consistent voice or tone in podcasts, videos, or audio ads.
• Adapt for platforms: Create sound variations tailored for TikTok, Instagram Reels, or podcasts while keeping a consistent identity.

The key? Keep it professional, stay on-brand, and don’t overdo it. Not every brand and certainly not every part of your brand needs to shout. Sometimes, silence is part of the strategy too.

At Donkeycomm, we craft sound identities that stick - tailored to your brand’s story, tone, and emotion. Whether you’re launching a campaign, building an app, or creating content, we ensure your brand is heard in all the right ways.

For music, we work with Epidemic Sound, a royalty-free library offering high-quality, customisable tracks without licensing hassle. With tools like Stems and Labs, we fine-tune every beat to match your story’s rhythm, adapting tempo, tone and intensity as needed.

To streamline editing, we use Timeline Sync plugins in Premiere Pro and After Effects, syncing sound directly with your visuals. The result? A unique, recognisable audio identity that elevates every touchpoint.

From defining your audio DNA to delivering polished assets, we turn sound into a strategic brand tool — so your brand doesn’t just make noise, it makes an impression.

Ready to give your brand a voice?