Video Transcript

00:06
i see order branding is growing because
in we can put sound and music in many
products nowadays
and that doesn't mean we have to i just
bought a tumble dryer and it plays a
symphony when it's done and i was you
know kind of sturdy so why is playing a
symphony three hours later after i turn
it on and that was where i was asleep
so i actually started to tracking how
many sounds i hear throughout my day
and i think i stopped counting after 41
so when i wake up in the morning i have
00:32
my alarm my coffee machine turn on my
stuff
the check-in sound on my app for the for
the public train system i get a
notification sound from slack etc all
through my days i get these competitions
of notification sounds
so um i think that the audio space is
getting
it's getting more intense also in the
car industry a modern car today is
actually a
driving
00:58
ipad so to say all the sounds have to be
handmade it's kind of like a cartoon
there's no
physical sound inside the car
everything has to be designed the turn
signal the alarm sitting you're driving
too fast so all these information sounds
need to give meaning otherwise we'll be
getting bombarded and will feel like
noise or being disturbed
so i think it's it's getting more
important
to take ownership to your order
01:20
landscape so don't end up with the audio
pollution which i think is enough there
out there already
Q&A

Where Is Audio Branding Headed? | Sonic Minds

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As Sonic Minds, an award-winning sonic branding agency founded in 2004, we design sonic identities that move people, products, and brands. Rooted in Scandinavian design sensibility and heard worldwide, we help brands discover the power of sound – and make it a strategic advantage.

We don't start with sound – we start with understanding. Through discovery workshops, research, and close collaboration, we uncover what truly defines a brand, then translate that essence into audio strategies that drive recognition, emotion, and lasting connection. Music, strategy, and technology work as one in everything we create.

Our expertise spans the full sonic spectrum: audio identities, audio logos, music composition and production, UX and UI sound design, voiceover, sound design for products and video games, audio audits, and end-to-end audio branding strategy – partnering with clients from first note to final implementation across every touchpoint.

Our global client portfolio includes ASUS, Arla, Volvo, Bang & Olufsen, DSB, Carlsberg Group, tabii, Ørsted, Telenor, Maersk, Jabra, and Danske Spil – brands that know the ones that sound distinctive are the ones that stand out.

With teams and collaborators across Copenhagen, Stockholm, London, Berlin, New York, Riyadh, Istanbul, Sydney, and beyond – spanning Europe, the Americas, the Middle East, Asia-Pacific, and more – we craft sonic identities that resonate locally while working globally.

In Sonic Minds, we believe that when we break the silence, it has to create more meaning than the silence itself. Otherwise, we’re just creating noise.