Sound, Story, and Image: Imagining Branding as a Multi-Sensory Experience
Branding has always been accused of being a little shallow. For years, the conversation centred on logos, fonts, and colours, as though selecting the right shade of blue could unlock emotional loyalty. But here’s the truth: brands aren’t just seen. They’re felt, heard, remembered. They live not only in our eyes but also in our ears, in our skin, in the tiny signals that make us pause and say, I know this.
We don’t always notice it consciously, but sound has been shaping our relationship with brands for decades. Think about the Netflix “ta-dum.” It’s only two notes long, barely a breath in time, but it primes us every time. That sound doesn’t just say “your show is loading.” It says, “settle in, you’re about to be entertained.” Or consider the Apple keynote events: the product images are slick, but what makes the launches iconic is the symphony of soundscapes that accompany them, the swelling music, the crisp click of transitions, and the silence that stretches just before the big reveal. Without sound, those moments would fall flat.
This is the piece of branding we often overlook: it’s not only what a brand looks like, but also how it feels when experienced in its entirety. Photography and design create the visual anchor. Strategy shapes the narrative arc. And sound, whether it’s a sonic logo, a tone of voice, or a curated playlist, breathes life into the story.
Take restaurants as an example. You might walk into two places with nearly identical interiors and similar menus, but if one plays mellow jazz and the other pumps electronic beats, the experience changes entirely. Both spaces look appealing, but it’s the sound that tips the scales toward intimacy or energy. The same applies to retail stores, hotels, and even digital spaces. Spotify Wrapped doesn’t just look good; it feels immersive because the platform sounds like what it celebrates.
And yet, when people talk about branding, sound rarely gets a seat at the table. Companies obsess over colour palettes and typography but leave their sonic presence to chance. That’s a missed opportunity. Just as a photograph can capture a tone that is serious, playful, or vulnerable, a sound can signal identity in ways that last longer than an image. Think of Intel’s four-note chime. Or McDonald’s “I’m Lovin’ It.” You don’t need to see the logo. You hear it, and you know.
Of course, sound on its own isn’t enough. It’s when sound works in tandem with story and image that branding becomes immersive. Imagine a campaign for a travel company: photography captures the vast landscapes, while brand strategy defines the message of adventure, freedom, and discovery. Sound ties it together with waves crashing, footsteps on gravel, and laughter around a campfire. The combination doesn’t just tell you about travel. It makes you feel as though you’re already there.
The same goes for tech. When a new product is launched, it isn’t just about showcasing sleek images. The strategy decides the promise: simplicity, elegance, power. The photography gives form to that promise. And the sound of the clicks, the hums, the opening tones cements the emotion. We don’t just see innovation; we hear it.
What’s striking is how these elements often mirror each other. A photograph taken in natural light feels authentic; so does a sound recorded in its raw, unprocessed state. A brand that chooses bold colours often pairs it with bold music. A minimal design system pairs well with silence and subtlety. When the senses align, the story feels believable. When they don’t, we feel the disconnect even if we can’t articulate it.
Ultimately, branding is less about decoration and more about creating an atmosphere. It’s the subtle weaving of sight, sound, and story into something that resonates more deeply than mere recognition. It’s about creating a space where a person doesn’t just know your brand but remembers what it felt like to encounter it.
Logos and colours will always matter, but they’re only one instrument in the orchestra. When sound, image, and narrative play together, the experience becomes unforgettable. And maybe that’s the objective measure of branding, not whether someone can identify your logo, but whether your presence lingers, even when the logo is nowhere in sight.
