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LISTEN UP! Sonic Branding is Sound Business
- Branders Magazine
- Nov 19, 2019
- 2 min read
Building, learning, and leading the way to a successful global sonic branding firm. Taking risks, pushing the boundaries, and turning mistakes into mission accomplished!
The whole world is talking about Sonic Branding -- this new “must-have.” Everyone wants intentional, unique audio assets to enhance their emerging technologies and customer-driven experiences. That it took so long to capture the spotlight is surprising to me, as I have been creating sonic branding for 25 years. I started Audiobrain in 2003; it’s 100% female-owned, and our clients include Whirlpool, Google, Logitech, Vanguard, and many more. We have been called the “gold standard” of sonic branding.
When I hear our sound logo for the Xbox 360, or the branded sounds for Toshiba’s self-checkout while shopping, it still gives me chills. Hearing our music and sounds that millions are enjoying is a very rewarding feeling, especially since the road to create this level of audio quality is quite complex. And the road to building a company like Audiobrain, as a woman in a male-dominated industry, was filled with many twists, turns, mistakes, and some fortunate guides along the way. This didn’t happen overnight, and it was a rough road.
But today’s women are leading companies, building technologies, and mentoring. We are supportive, principled, and disciplined, and we know that our strength in numbers is stronger than any barrier. I recently spoke on a voice panel and met a rising star who referred to me as ”the OG of Sonic Branding.” I am excited to see a new generation of women seeking mentoring and friendships, as well as my stories. This is a far different world than mine was.
BY AUDREY ARBEENY
Founder/CEO of Audiobrain, a global leader in sonic branding. Music Supervisor for nine NBC Olympic Broadcasts and earned two Emmy awards. Audiobrain’s sounds are heard every day worldwide.
This was a great read—your experience really highlights how impactful audio can be in shaping user perception and emotional engagement. Sonic identity is often overlooked, but it plays a key role in how people connect with a product or experience.
In many modern digital experiences, sound is essential for creating atmosphere, tension, and feedback. Especially in fast-paced environments, audio cues guide users and enhance focus. You can see how sound and interaction come together in different contexts here.
This is a really inspiring journey—especially how you’ve shaped an entire niche like sonic branding over the years. The idea of sound creating emotional connection and enhancing user experience is powerful, and it’s something that’s becoming more noticeable across different digital platforms.
Even in interactive environments today, sound design plays a big role in immersion and user engagement. From interface feedback to environmental audio, it helps create a more connected and realistic experience. You can even explore how sound contributes to user interaction in different digital setups here.
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