Audio branding is perceived by brand managers as a powerful tool – yet its strategic potential is still underestimated. This is the conclusion of a recent study by the Berlin-based audio branding agency why do birds, which surveyed marketing and design executives from international companies.
As part of the study, why do birds conducted in-depth interviews with brand managers from various industries and countries who have already successfully built audio brands. These include companies such as Telekom, UBS, Vodafone, MediaMarkt, FAZ, and Bayer. The aim was to gain a better understanding of how audio branding is currently experienced, evaluated, and used in brand practice.
"Audio is a very strong characteristic for a brand – sometimes even faster to grasp than visual signals. Given the increasing number of audiovisual channels and social media content, we didn't want to miss out on this." – Sascha Glock, Manager Brand Marketing & Strategy, MediaMarkt
Across all the interviews, a clear picture emerged: Sound lends brands depth, emotional quality, and recognition. At the same time, audio is often treated as a secondary consideration compared to visuals or is only integrated into branding processes at a late stage.
Many respondents describe audio branding as an essential component of brand identity. This is particularly evident where new touchpoints are created—for example, in digital channels and products or purely auditory interfaces. Simultaneously, many report feeling uncertain about working with sound, as language, references, and experience in the audio field are often lacking.
“People aren’t used to working in this medium. If three audio logos are presented and none of them convince you, then self-doubt begins.” – Clinton Marrs, Global Marketing Manager, Lenovo, formerly Brand Design, ASUS
The study also shows that audio branding is significantly more established today than it was a few years ago. However, with its growing importance comes an increased demand for genuine specialization and collaborative partnerships. Brands are looking for agencies that understand the brand and have the ability to strategically translate it into sound.
Another key finding: The long-term implementation of a brand sound is often the biggest hurdle for companies.
“At least 50% of the challenge isn’t creating, but implementing.” – Sven Theobald, Brand & Global Squad Lead, Bayer
Consistency in daily operations, ongoing training for content teams, and the continuous development of the brand sound are cited as crucial success factors.
“A corporate sound must be subject to constant development.” – Yamina Grossmann, Head of Marketing, FAZ
Respondents see great potential in the use of artificial intelligence – especially in the early stages of the process and as a supporting tool during implementation. At the same time, it becomes clear that AI cannot be a generic replacement for creative and strategic collaboration in the audio branding process.
From why do birds’ perspective, the study confirms a fundamental assumption: Audio branding creates brand value – if the sound is strategically integrated, internally accepted, and nurtured in the long term. Audio branding is not a jingle or a decorative element, but a living part of the brand identity.
“The study shows that brands are no longer just seen, but also heard. At the same time, many companies are still at the beginning of intelligently leveraging this acoustic opportunity.” Alexander Wodrich, Managing Director, why do birds
why do birds is one of the world’s leading audio branding agencies, based in Berlin. Thirty employees from the fields of consulting, music production, motion design, and service design develop auditory brand experiences for clients such as Deutsche Bahn, LBS, BVG, Ferrari, Gore-Tex, AOK, and UBS.