«Sound is a tool»
In this interview, sound expert Philipp Schweidler, partner and director of strategy at Toniq, explains the opportunities and challenges of using sound as a strategic tool for brands.
m&k Why is sound branding becoming more important these days?
PHILIPP SCHWEIDLER Sound is a tool for brand management. But as with any tool, it must align with the brand, its values, and its goals—and, of course, be used deliberately. Oh, and Pavlov’s teachings apply to sound as well: Consistent application is half the battle. That’s the only way a brand can build audible brand equity over time.
What makes for good sound branding?
Conciseness, differentiation, and brand alignment. We need a system that addresses the challenges of fragmented communication mentioned above with flexibility in its application: principles instead of rules, inspiration instead of restrictions. This also includes curated assets that can be adapted to specific contexts. And an overarching narrative that makes the brand’s voice tangible and relatable.
What role does sound play in brand perception?
Because the brain doesn’t first process sound rationally, its impact is very quick and direct. The decision of whether a brand is perceived as approachable, high-quality, dynamic, trustworthy, calm, or bold happens within seconds and is usually subconscious—that’s the power of sound!
But not all brands have yet discovered the power of sound—or they underestimate it. Why?
Because many companies have not yet learned to treat sound as part of brand management, but instead view it simply as a production issue. The emotions this triggers, however, do not work in the brand’s favor and therefore do not generate any real value. Visual communication has a much longer history; it is well-established in many companies, with clear guidelines, budgets, and responsibilities. These structures are often lacking when it comes to sound.»
