4 traps to avoid when building your audio branding

In the world of branding, audio plays a crucial role in capturing the essence of a company or product. The right sound can evoke emotions, enhance recognition, and create a memorable connection with the audience. However, when it comes to audio branding, there are several traps that businesses should avoid. In this blog post, we will explore 4 common pitfalls and provide insights on how to navigate them effectively.

1. Rejecting the surprising

One common trap in sonic branding is dismissing proposals that sound unusual or even weird.

Do you remember that amazing moment in the Queen biopic when Freddie Mercury and his band, Queen, presented their new song “Bohemian Rhapsody” to the label boss? However, the track faced rejection due to its perceived unconventional nature. Ironically, “Bohemian Rhapsody” went on to become one of the most successful and renowned songs in history!

By embracing the unexpected, you have the opportunity to create a unique and memorable sonic identity that sets you apart from the competition. Don’t be afraid to explore new and unconventional sounds that resonate with your brand values.

2. Love at first sight

While it is tempting to choose an audio logo or theme that immediately captures your attention, be cautious of falling into the trap of quick infatuation. A sound that is instantly appealing might lose its impact over time and become tiresome for your audience. Instead, strive for a balance between initial attraction and long-term engagement. Look for audio elements that have depth and can withstand the test of time, ensuring a lasting connection with your target audience.

3. Aligning with the competition

One of the primary goals of audio branding is to stand out from the crowd. However, it is common for businesses to inadvertently mimic the audio strategies of their competitors. To avoid this trap, invest time in understanding your competitors’ audio branding and then aim to differentiate yourself. Identify your unique brand attributes and translate them into a distinct sonic identity that resonates with your target market. By being authentic and original, you will enhance your brand’s visibility and recognition.

4. Lack of accompaniment

Developing a sound identity without a well-defined strategy and implementation guide is a common mistake in audio branding. It is essential to have a clear plan in place that outlines how your sonic assets will be used across different touchpoints and platforms. Consider factors such as target audience preferences, brand values, and the emotional response you want to evoke. This strategy should guide the creation, deployment, and consistent usage of your audio assets, ensuring that they align with your overall brand experience.


Audio branding is a powerful tool for creating a distinct identity and forging a strong emotional connection with your audience. By avoiding the traps mentioned above, you can ensure that your sonic branding efforts are effective and impactful. Embrace the unexpected, strike a balance between initial attraction and long-term engagement, differentiate yourself from the competition, and develop a sound strategy to accompany your brand identity. By doing so, you will be well on your way to creating a compelling and memorable audio brand that resonates with your target audience!