How to Keep Your Brand Sounding Fresh in 2026

Content is coming at audiences from more directions than ever, and brands are constantly searching for ways to cut through the noise and implant themselves in the minds and buying behaviours of consumers. In spite of this, the ‘skip’ button has never held so much power, and the ability to swipe past something that doesn’t provoke interest within a matter of seconds is a sign that brands need to capture attention, and fast. 

So, how can you keep your brand sounding fresh in 2026? 

LBB asked music and sound experts for the crucial yet non-obvious steps that a brand should take in order to move beyond audio cliches and embrace sound as a creative and commercial differentiator in the year ahead and beyond. 

Will Rosati

Interim creative director, Barking Owl 

Two big things come to mind in the world of sound for brands that I believe will be at the core of the most exciting work this year. 

The first is a focus and desire for what I would call ‘handmade’ sound.  As AI folds itself more into the creative process, standing out will be less about quality and more about ownership, originality and source.  Having sounds that feel handmade, live, raw, unpolished and personal will be more effective than ever because it will show audiences that a brand cares about the creative process.   

This goes beyond the more typical ‘warm, organic’ sound palette and leans more into types of sounds that are single source, DIY and identifiably made by a human.  Apple’s newest visual logo displays this idea perfectly and I think you’re going to start to see other cool brands following their lead.

The second is minimalism and space.  Because of the way we all consume content we are constantly bombarded with sounds, music, visuals and ideas fighting for our attention.  Incorporating a symbolic ‘moment of pause’ and sounds that don’t trigger a ton of stimulus will be an effective way to stand out.  

When everyone else is trying to win the game of attention with a constantly moving goalpost, there is an opportunity to go against the grain and give people something different.  Something that doesn’t force attention but rather leaves space for an audience to notice its uniqueness in a more organic and comfortable way.

Sean Mahoney

Sound designer, Jungle 

Sound is still too often treated as a final layer rather than a foundational creative tool. Bringing music supervisors and sound designers into the process early ensures audio is aligned with the brand, rather than retrofitted to locked visuals. When sound is considered from the outset, it can fundamentally shape how audiences emotionally experience a brand. 

Looking ahead to 2026, the growing dominance of AI makes the human element 

a massive differentiator. As AI-generated voices and music become more prevalent, audiences will grow more sensitive to what feels automated versus what feels real. Trust and emotional connection is far harder to achieve through purely AI-generated sound. 

Brands that prioritise real human voices, bespoke compositions and live performance will stand apart in an increasingly AI-driven world. Human nuances communicate authenticity and credibility in ways AI can’t. There’s no doubt that AI is, and will continue to be a really powerful creative tool, but human craft must remain at the core. I think those who strike the right balance will create work that stands out. 

Dan Pritikin

Creative director, SOUTH Music 

Easily, the most crucial and non-obvious way for brands to create a memorable sonic identity is to run screaming from anything that relies on a formula or ‘proprietary process’. This is especially true with sonic signatures and mnemonics. There are so many of them now, and they all sound interchangeable from one another, which is ironically the exact opposite of what their purpose is. To avoid disappearing into the ‘soup’ with everyone else, brands need to be wary of so-called ‘Sonic Branding Agencies’ that too often simply retread old briefs and decks to provide basically the same exact thing to every client. 

Honestly, AI has already mastered homogenising creativity, so you’re better off starting there if that’s what you're after. Brands need to be brave enough to look for partners in unconventional places: artists who work largely outside of the advertising and branding worlds to get a fresh and unique perspective. 

The second thing, which is somewhat related to the first, is for brands to have the courage to just jump in and start creating ideas with exciting collaborators. Having actual custom bespoke material to react to is infinitely more valuable than Spotify playlists on a deck or old library tracks. You can call that stuff ‘research’ all you want, but it will never get you as far as committing to a robust process of actual creation.

Joe Philips

Creative director, Another Country Detroit, on behalf of Cutters Studios

Having worked in the sonic branding world since 2008, helping all levels of clients – from mom-and-pop startups to corporations with global footprints – here’s my simple advice for those looking to develop or enhance their sonic identity in 2026:

1. Work with a sonic expert to help you with research and due diligence. Listen and learn from your competitors. Create a sonic ‘vision’ board to help discover what your brand should sound like and where it should sit amongst others in the same market space. Trust is key.

2. Define what you are and, perhaps most importantly, who you are not. Both in terms of the attributes that you want to project into the public space and the sounds that help express those attributes.

3. Seek professional, third-party assistance from knowledgeable composers and strategists. You may love a sound or an idea for your brand, but those who have worked in this field for a while will be able to help guide you in the best direction – and that may be counter to what you think’s a perfect fit. 

4. Own the sound. You don’t want to create a mimic of something that works for someone else. Don’t be afraid to be novel or unexpected. If the sounds and melodies are communicating the essence of your brand, be willing to take a chance on something new. (There are enough piano-based mnemonics, don’t you agree?)

5. Take your time. As you hone your composed ideas, remember to iterate, test and evaluate. Make 10 different arrangements of the same melodic statement and test them – professionally or casually. Learn from that feedback and direct it back into your work.

6. Perhaps most importantly, be consistent with usage. Create sonic branding guidelines for your company, in the same way visual logos and aesthetics are scrutinised and directed, be brave enough to dictate what sounds should be used.

Remember, beyond the sonic logo and how it’s used, you are constantly communicating brand values whether you realise it or not - music choices, voice over talent, on-hold music, etc. Be precise, prescriptive, and holistic in your guidelines.

Ben Leeves 

Creative director and senior sound designer, Jungle 

As we are more and more targeted with algorithms and AI tracking, I would like to see more creative ideas of a sonic identity for brands. So, if you are going to hear a lot of the same content, let it be varied – different for times of day, age –the list could go on! 

So, explore different qualities of a sonic logo, not just one size fits all. Less listener fatigue. Also, be as immersive as possible. Content listened to on headphones, podcasts and the like, means that brands have the chance to really stand out using spatial audio. Finally (and this is my hope!), less AI voices, lets hear the real thing. It's a much better end product, with listeners much less likely to skip or zone out.

Torben Brüggemann

Managing director and co-founder, Jung von Matt MUSIC

Sound is powerful, and precisely for that reason it should not be treated as a final production afterthought. Yet this is still what happens far too often in advertising: music is ‘added,' not designed. In doing so, one of the most underutilised assets of modern brand leadership is overlooked.

Other industries are already further ahead. The gaming world, in particular, demonstrates how naturally sound is conceived as part of the overall experience. Music and sound design contribute just as much to brand connection as story or gameplay. Not as a requirement, but as a creative playground.

For brands in 2026, this leads to one clear conclusion: sound needs a point of view. Less emphasis on genre labels or supposedly ‘safe' tastes, and more clarity around what a brand stands for emotionally. A strong sound strategy provides direction without limiting creativity. On the contrary, it creates space.

 At the same time, clients and creatives must have the courage to let go of established patterns. Sound should be allowed to bring joy, to surprise, and to evolve.

Yes, talking about music is difficult but that is exactly where the opportunity lies. Those who learn to think about sound collaboratively can shape it with intention.

Strong brands of tomorrow do not add music. They design it with curiosity, courage, and playfulness.

Jack Whitney

Head of music, Forever Audio 

A lot of brands still think of sonic branding as a single jingle applied across the board, but a more dynamic, tailored approach can unlock a much greater impact that evolves with a brand.

1. Stop building a sonic logo. Start building a sonic toolkit.

The brands that stay fresh don’t rely on one fixed sound. Often there is a main sonic asset, which can be adapted to whatever situation they’re in. It might be a specific sound or instrument or even the style of music, for example. When you tweak those elements depending on the format, season or even territory for example, the brand still sounds like itself, but it moves with the media it's on. Still instantly recognisable, just shaped for the moment, whether that’s a standard TV ad, a podcast, or wherever the key touchpoints are for a brand.

2. Don’t chase ‘vibes’. Chase meaning.

Trends can feel dated fast. The smarter move is finding the sound that fits what the brand actually is: its character, values and attitude. Then pressure test it. Do people associate with it? Would it still feel like you with no logo on screen? If not, it’s probably just nice background music, not a real brand asset.

Stuart Allen-Hynd

Sound designer, Jungle

We are all human beings and ultimately, we all respond to sounds we like, memorable iconic sounds, and sound repetition. How many times are you unable to get something out of your head? 

It might be a popular song, or a script in a commercial, that you find yourself reciting every time it comes on the TV or radio. Call it cliche but it does work and I think it's about touching something deeper in the human psyche, that ultimately makes us human, and feel emotion. These principles are key to brand sonic identity.

Another sonic step a brand may want to think about is the format, and how we consume information. In a world where more people watch social media than anything else, it would be worth considering how audio is utilised on social media platforms to be more engaging, fast, and dynamic. 

Maybe it's about exploring binaural 360’ capabilities to give your headphone audience an immersive experience? Or making your audio loud, brash and punchy to compete with all the social media noise? Or super quiet, close-mic'd and intimate. 

We do hear ASMR coming up more and more as a sonic description in briefs these days. Whatever the brand wants to do, we are there to help them elevate the idea, explore options, and bring what creative flairs we can bring to the table. 

Ultimately there is no right or wrong in this creative world.