audio branding guide Asbjoern Andersen


What’s the key to successful audio branding? UK sound designer Henry Daw knows a thing or two about that: For over a decade, he was one of the people who helped build the brand sound of Nokia, one of the world’s most recognized audio brands. At the height of Nokia’s popularity, it was estimated that the Nokia tune was heard 1.8 BILLION times a day (!).

And in this special A Sound Effect post, Henry Daw shares his key takeaways, tips and insights from 11+ years of working with audio branding:



 

Today every brand has a sound – whether it’s through product sound (both the physical and digital), music in marketing, ambience, or tone of voice. Audio branding has taken big strides in recent years, as those who follow the excellent Audio Branding Academy would tell you, but audio branding still has some way to go to get the recognition that it deserves. Sound can be incredibly powerful, and if harnessed well, it can add a whole new dimension to a brand. I’d like to take this opportunity to share some of the insights I have gained, through my work as a sound designer for Nokia and Microsoft, and now through my own company Oblique Sound.
 

Audio Branding as a Philosophy
We hear a lot of talk about audio branding today, but as a term it is quite vague. It’s meaning depends on the context or whom you’re talking too. It is clear that audio branding has moved on from merely owning a ‘catchy jingle’. Audio branding is about having careful consideration for every single touchpoint that makes a sound, within your product or brand.

Audio branding is about having careful consideration for every single touchpoint that makes a sound, within your product or brand

It’s about striving for that consistent high quality – enhancing the design experience, improving usability, and reflecting brand character. Audio branding shouldn’t be forced in any way. It should be part of a coherent design – your goal should be to make the sonic experience optimal and of the highest quality.
 

Keeping Brand Sounds Consistent
Consistency is vital for any audio brand, whether we’re talking in the context of an individual product experience or the wider brand. During my time at Nokia, consistency was especially important for the core brand sounds, which included the default set of notification sounds on a device. These sounds would be created and developed as a close-knit family of sounds, using similar tonality and design, very much aligned to the industrial and UX design drivers.

The core sounds were exceptional in the way they collectively communicated a strong brand statement. All other device sounds, whether a system UI sound or a ringtone, were not so heavily brand-focused, allowing us to provide more expression and choice to the user. It’s important to understand that consistency doesn’t mean that everything needs to sound the same. Rather the aim is to sing from the same hymn sheet – your overall brand sound needs to follow similar guidelines and design principles. Each sound should be designed to world-class standards, all optimized and mastered to a similar level. If just one sound is sub-optimal, it could ruin the perception of the complete audio experience.

The challenge will often be about ensuring a similar level of consistency with sound in areas largely outside your control, such as marketing and retail. To avoid any major disconnect between product sound and marketing, you can turn to sound mnemonics (or audio logos) and music, both of which act as strong unifiers.

Audio logos pose a challenge to a sound designer – they are likely to be driven by marketing, and their success will undoubtedly be influenced by how much coverage they get in an already crowded space. Too much coverage however, and they risk becoming annoying and having a negative effect. The audio logos of today and tomorrow need to embrace this challenge. They need to act as more than brand reminders.

The audio logos of today and tomorrow need to embrace this challenge. They need to act as more than brand reminders.

What does an audio logo say about the brand? How does it link to the user experience? How is it unique? In some cases it might work to use a specific product sound in marketing, coupled with some appropriate music – a notable example being Microsoft’s use of the “click” sound in their original Surface ad (seen below).
 


https://www.youtube.com/watch?v=U7UlE-o8DQQ

The original Surface ad, highlighting the signature ‘click’ sound


 
[tweet_box]’The audio logos of today and tomorrow need to act as more than brand reminders'[/tweet_box]  
Updating Your Brand Sound
Your audio brand will often demand an update as times change and the brand evolves. However, if you’re chopping and changing too often, you can lose continuity and your brand communication can become muddled. Whilst at Nokia core audio brand refreshes were carried out, on average, every couple of years, but other factors may determine the frequency. Refreshes are often aligned to key product or software release timelines. In general, you should try to have a longer-term strategy to your audio brand development – you shouldn’t always change based on current trends of the time.

Your approach to updating your brand sound is obviously key. Modern design has become increasingly about refinement – using only the beautiful essentials. The Nokia audio brand development was very much a reflection of this, starting from the audio brand refresh I led in 2010 up to the subsequent refresh a few years later. The key brand sounds went from the laid-back folky guitar style, to the more neutral, confident and refined mallet-based sounds.

It was very much about refinement, and making things meaningfully better – not introducing new for the sake of new

This was followed by another refresh a few years later (Nokia Core Sounds 2013), although the changes were minimal in comparison to the previous update.It was very much about refinement, and making things meaningfully better – not introducing new for the sake of new.


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    The asset list includes but is not limited to: hippos, hyenas, vultures, dwarf mongooses, elephants, African cranes, parrots, tigers, pigmy hippos, rhea ostriches, brown bears, pheasants, wildebeests, African wild dogs and many more. The content has been recorded at 192KHz with a Sanken CO100K, an Avisoft CMPA and a Sennheiser 8050 for center plus two Sennheiser MKH8040 for stereo image.

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Functionality versus Branding
Branding is a vital means of connecting with the people who use your products, a way of forging strong and positive relationships. Sound, if used smartly, can play a big role, creating a strong recognition to your brand. However, if you overly focus on branding when designing a sound, there’s a danger of compromising functionality and usability. A sound needs to first and foremost do the job for which it is intended, whether it’s a system UI sound or a notification alert. That said, using a sound that has a certain amount of character can help bridge emotional connections, something that is challenging with a generic and purely functional sound.

During my time at Nokia we were lucky in that we had the Nokia Tune in our armoury, said to be one of the most brand recognizable pieces of music in the world.

Using a sound that has a certain amount of character can help bridge emotional connections, something that is challenging with a generic and purely functional sound.

The tune was continually refreshed, on average every couple of years, yet it always remained distinctly recognizable and importantly the functionality was never compromised. It needed to work effectively as a ringtone – especially important if you consider the fact the majority of people would never change the ringtone from the default setting.

Secondary to the functionality and usability, product sound should ideally reflect the design principles and brand character of what you are designing for. This is where you have potential to create more meaningful connections to the brand. Think of the sounds as a collective voice coming out from the device – does it communicate the product design, the materials, the colours, and the feel? The Nokia N9 was a nice example of how far you can take this – a beautiful device that became a strong design-statement.
 
[tweet_box]What Makes a Successful Audio Brand? Key insights from 11+ years of audio branding work:[/tweet_box]  
Finding Your Target Audience
Ideally you would have a clear idea of whom you are designing for. But sometimes this is not so straightforward.

During my time at Nokia, we needed to cater for an exceptionally wide array of user tastes and preferences, anyone from a teenager in Finland to an elderly person in China. For the ringtone content it was always about offering choice, whilst staying true to the brand. It was also important to not be overly subjective when putting together the ringtone content, which is why user studies were vital aspects of our work at Nokia. For any new sounds, whether it’s a China-specific ringtone, email notification sound, or camera shutter sound, we always found user testing to be insightful. On the other hand, user testing is only indicative – it’s also important to have confidence in your expertise and instinct. If the ringtone lists were based on user studies alone, you would invariably end up with a very one-dimensional selection.

A successful audio brand should also have flexibility, which Nokia certainly had during my time there. That flexibility allowed us to engage with communities and brand followers from all over the world, as well as innovate in the areas of audio crowdsourcing and localization.

If the ringtone lists were based on user studies alone, you would invariably end up with a very one-dimensional selection

We had the popular Nokia Tune Remake contest in 2011, and one of my personal highlights from my time at Nokia and Microsoft, the ambitious Sounds of the World student collaboration project in 2014. These projects were about getting everyone involved with the audio brand development, whilst designing for a truly global brand.
 

Final Thoughts
During my 11+ years working at Nokia, I felt immensely privileged to be able to help shape one of the most recognizable audio brands in the world. In many ways the Nokia audio brand was unique, not least because of the association with the Nokia Tune, but the same principles and learning’s discussed here can be applied to any brand, whether it’s a start-up or an established company.

I have already applied similar principles since setting up my new company, and I’m hugely excited at the prospect of working with the products and brands of today and tomorrow. I’ve no doubt that sound will play an increasingly important role in our everyday lives, as our product experiences become smarter, less attention-demanding, and more holistically-designed – rapidly growing areas such as the ‘Internet of Things’ and virtual and mixed reality are testament to this. In my opinion it’s never been a better time to be a sound designer and audio branding professional – we all need to take the opportunities that come our way, and communicate clearly the benefits of considered and holistic sound. Only then will sound have its rightful recognition, and we can hopefully all look forward to a better-sounding world.
 

 

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A big thanks to Henry Daw for his insights on audio branding. Find out more about his work in Oblique Sound here, and follow him on Twitter here.


 
 
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  • FOUR ELEMENTS - Rock The Speakerbox Professional SFX

    Master the Art of Bending the Elemental Forces

     

    Unleash the raw power of fire, water, earth, and air with this comprehensive 9 GB sound library featuring 3050 high-quality sound effects across 630 files. Whether you’re designing cinematic soundscapes or enhancing video games Four Elements delivers the tools you need to harness the energy of the natural world.

    Construction Kit – 2443 Sounds

    A treasure trove of raw, organic, and processed sounds including seamless loops divided into Fire, Water, Air, Earth and Explosion categories. Customize every detail with an extensive selection of sound components.

    • Organic Fire: Campfire sizzles, torch whooshes, and flame bursts.
    • Processed Fire: Distorted impacts and unique crackles.
    • Organic Earth: Rock crashes, gravel scrapes, and heavy stone hits.
    • Processed Earth: Stylized rumbles and granular textures.
    • Organic Water: Ocean waves, hydrophone bubbles, and fluid splashes.
    • Processed Water: Underwater whooshes and stylized liquid smashes.
    • Organic Air: Bamboo swishes, cloth movements, and pressure bursts.
    • Processed Air: Filtered gusts and dynamic noise sweeps.
    • Explosion: Firework detonations, Butane bursts, and cinematic impacts.

    Building Blocks – 416 Sounds

    Game-ready sound layers featuring Impacts, Whooshes, and Textures as seamless loops. Elevate transitions and enhance atmospheres with loops and pre-designed sound layers.

    • Fire: Explosive bursts, blazing infernos, and warm embers.
    • Earth: Ground-shaking impacts, crumbling terrain, and heavy collisions.
    • Water: Cascading waves, serene rivers, and underwater ambiences.
    • Air: Whispering breezes, stormy turbulence, and slicing gusts.

    Design Kit – 192 Sounds

    A collection of ready-to-use sound effects divided into Attack, Bend, and Explosion categories for quick integration into your projects. Perfect for high-energy scenes and immersive storytelling.

    • Fire: Crackling flames, fiery bursts, and roaring infernos.
    • Earth: Crushing impacts, shifting ground, and massive land eruptions.
    • Water: Splashes, fluid manipulations, and crashing tidal waves.
    • Air: Slicing winds, swirling currents, and thunderous gusts.

     

    Four Elements gives you complete creative control, blending organic recordings with processed sound layers to meet the demands of any project. Master the forces of nature with Four Elements. Let your creativity ignite.

     

    Keywords:

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  • ⏰ For a very limited time:
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    Animal Hyperrealism Vol IV is a sound library containing animal vocalisations, from real to designed creatures totaling more than 2000 individual sounds in 294 files. The sounds were recorded in zoos, and wildlife centers.

    The asset list includes but is not limited to: hippos, hyenas, vultures, dwarf mongooses, elephants, African cranes, parrots, tigers, pigmy hippos, rhea ostriches, brown bears, pheasants, wildebeests, African wild dogs and many more. The content has been recorded at 192KHz with a Sanken CO100K, an Avisoft CMPA and a Sennheiser 8050 for center plus two Sennheiser MKH8040 for stereo image.

    The resulting ultrasonic spectrum is rich and allows for truly extreme manipulation of the content.

    15 %
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    Download 50 Sound Effects for $9.99 within a month from a library of more than 300,000 tracks. We give you Access to a wide variety of collections from Sound Ideas and the Hollywood Edge, including categories such as ambiance, animals, comedy, cartoon, crashes, designed sounds, foley, feature film, guns, sci-fi, production elements, sports, surround sound, transportation, and the list goes on! Instead of purchasing a boutique library, choose from an extensive library ala carte. We provide you with the massive audio library without the large cost.

    The sound effects are all recorded in 24bit 96khz down to 16bit 44.1khz. These sound effects have been used in many productions such as feature films, video games and all types of broadcast.

    What you get:

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Explore the full, unique collection here

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    Violent Combat | Sound Effects | Trailer

    From Realism to Cinematic Exaggeration

    Dial in the tone you need with dedicated categories: Martial Arts, Grounded, Over The Top, and Gory. Whether it’s kung fu sound effects, karate sounds, or exaggerated wrestling hits, you can shift seamlessly from authentic to stylised.

    Successor to Close Combat

    VIOLENT COMBAT builds on the legacy of CLOSE COMBAT with higher fidelity recordings, better-organised categories, and more variation. It’s the ideal companion, giving you the flexibility to cover every style of fight scene.

     

    Sounds That Land With Force

    Recorded with a wide range of props and techniques, each fighting sound effect has real weight. Where needed, selective pre-processing boosts impact, avoiding the flat results of real fight recordings.

    Production-Ready and Versatile

    Equally at home in film, TV drama, high-end game audio, or immersive theatre. From knockout sound effects to stylised fight sequences, Violent Combat is ready to drop straight into your mix.


    Included Sounds – KEYWORDS

    AIR, BODYFALL, CLOTH, CRUNCH, FINISHER, FURNITURE, GORE, GRAB, GRAPPLE, IMPACT, KICK, LEATHER, MARTIAL ARTS, METAL, MOVEMENT, PLASTIC, PUNCH, SLAP, SWISH, SWOOSH, THROW, WHOOSH

    20 %
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    Add this library to the cart and enter ah4launch in the cart coupon field – to sprinkle an extra launch discount, on top of the current discount!

    Animal Hyperrealism Vol IV is a sound library containing animal vocalisations, from real to designed creatures totaling more than 2000 individual sounds in 294 files. The sounds were recorded in zoos, and wildlife centers.

    The asset list includes but is not limited to: hippos, hyenas, vultures, dwarf mongooses, elephants, African cranes, parrots, tigers, pigmy hippos, rhea ostriches, brown bears, pheasants, wildebeests, African wild dogs and many more. The content has been recorded at 192KHz with a Sanken CO100K, an Avisoft CMPA and a Sennheiser 8050 for center plus two Sennheiser MKH8040 for stereo image.

    The resulting ultrasonic spectrum is rich and allows for truly extreme manipulation of the content.

    15 %
    OFF
  • Weather Sound Effects Hyper Thunder Play Track 800+ sounds included $49.50

    Hyper Thunder is a colossal collection of thunder and lightning, 100% crafted from the ground up using innovative synthesized technics and props recordings. Not a single real life thunder recording was used. using synthesis and props manipulation crafted to deliver impact far beyond natural recordings. Built entirely from innovative synthesis and props recordings, this library pushes the boundaries of weather sound design—perfect for when you need the raw energy of a storm dialed up to cinematic extremes.

    Featuring over 800 files, Hyper Thunder spans everything from subtle distant rumbles and rolling thunder to razor-sharp lightning strikes and earth-shaking impacts. With both designed hits and source layers, you have full control—drop in ready-to-use power or sculpt your own stormscapes using the source recordings.

    Created in collaboration with Bruits.Studio’s Vincent Fliniaux and Tibo Csuko—longtime SoundMorph contributors to acclaimed libraries like Robotic Lifeforms 2 and WATER— Hyper Thunder blends technical mastery with bold creativity.

    Key Features

    • 800+ files of synthesized thunder and lightning
    • Both designed hits and source layers for full creative control
    • Covers subtle distant rumbles through to massive cinematic impacts
    • Crafted 100% from synthesis for a unique, larger-than-life sound
    • Perfect for film, games, trailers, and any project needing storm power
    • Created in collaboration with Bruits.Studio’s Vincent Fliniaux and Tibo Csuko (Robotic Lifeforms 2, WATER)

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    OFF
  • 638 meticulously processed stereo fire spells sound effects recorded in 96 khz and 24 bits for high audio definition.

    The collection comes with hundreds of variations, more than 1 hour of content and many different type of fire spells. It also includes source sounds for more flexibility for your projects.

    This collection is perfect for any films, video games or trailers.

    The library is fully focused on fire spells. You will find simple one shot magic firebolt, powerful high level fire spells, fire sword, berserker enchantments and so on. Spells such as fireball,  firewall, rain of fire, meteor, fire nova, magma storm, pyroblast, sword of Avernus, etc. are included in this library.

     

    THE ARCANE FIRE SPELLS
    38 %
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  • Immerse yourself in an atmosphere of natural power and tranquility with the “Rain and Thunderstorm” sound collection, consisting of 4 Vol-s.
    This collection features a variety of looped sounds: light rain, night rain with loud thunderclaps, and other effects that will help you create the perfect atmosphere – from a quiet, secluded night, long scenes, or endless atmospheric effects without abrupt transitions, to a dramatic thunderstorm on the horizon.
    The recording was made by a Zoom H3-VR recorder in the Ambisonics A format (96 kHz 24 Bit) and then converted to the AmbiX and Stereo formats (96 kHz 24 Bit), which are located in different folders of this sound pack.


   

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