Q&A: Reiner Erlings on Why Sonic Branding Matters More Than Ever
Sound insights from the leader of Landor and amp’s sonic branding team across MEA and APAC on building consistent, authentic identities.
From the tones that play when you power on a device, to the music in an ad, to the roar of a lion at the start of a film, sound shapes how we recognize and feel about a brand. That’s the essence of sonic branding, and it’s central to the work of Reiner Erlings.
An award-winning composer and specialist in sonic branding, Erlings has created music for film, television, digital projects, and has helped shape sound identities for some of the MENA region’s most recognizable brands.
Now leading the sonic branding team at Landor and amp across MEA and APAC, he takes a design-driven, strategic approach to sound—building identities that are authentic, relatable, effective, and grounded in data.
We recently spoke with him about his approach to sonic branding—why it’s more than a jingle, how it can make brands feel more human, and the balance between global consistency and local authenticity.
What are some common misconceptions brands have about sonic branding, and how do you guide them toward more effective multisensory strategies?
The most persistent misconception is that sonic branding is simply a jingle heard on a commercial or a sonic logo. Brands often see sonic branding as a single, tactical, sonic asset, rather than a strategic system that forms a core part of the brand’s identity. This causes many brands to miss out on a huge opportunity to build ownable, emotional equity.
Our role at amp is to shift that perspective from a “nice to have” to a foundational element of the brand’s identity. We guide them by demonstrating that a sonic identity is a holistic system. We invented the term Sonic DNA, which is an entire audible ecosystem that ensures a brand sounds consistent and recognizable everywhere, from the UX/UI sounds in an app and the on-hold music at a call centre, to the soundscapes in a retail space and, of course, the music in campaigns.
We start with strategy, defining the brand’s audible personality, and then build a flexible, modular system that can adapt to any touchpoint, market, or mood. It’s about making the brand heard and felt consistently, turning sound from a background element into a powerful driver of brand recognition and preference.
“Brands often see sonic branding as a single, tactical, sonic asset, rather than a strategic system that forms a core part of the brand’s identity. This causes many brands to miss out on a huge opportunity to build ownable, emotional equity.”
You’ve referred to sonic branding as being about making brands more human. Can you talk more about that?
Sound is a fundamental human sense; it’s deeply emotional and connects with us on a subconscious level, often more powerfully than visuals. A sonic identity gives the brand a personality, a tone of voice, and an emotional character, in other words, it helps convey feelings in a universally recognisable way.
When we work with a brand, we’re essentially translating its core values into an emotional, audible language. For example, with SMBC Indonesia, we were inspired by their brand persona , “The Nurturer.” The goal wasn’t to create a sound that just said “banking,” but one that felt uplifting, caring, confident, and human. This is achieved through a careful combination of melody, harmony, and instrumentation. In their case, drawing inspiration from the warmth of the Indonesian gamelan.
This approach transforms a potentially cold or functional brand interaction into a warm, reassuring, and deeply human experience. In a world that’s becoming increasingly digital, that human connection is more valuable than ever.
“When we work with a brand, we’re essentially translating its core values into an emotional, audible language.”
How does amp approach the challenge of crafting sonic identities that resonate with local audiences while also supporting a brand’s global ambitions?
Our solution lies in our Sonic DNA process. Think of it as a blueprint: it contains the core, recognizable melodic and musical elements that are unique to the brand, which can then be remixed and applied across different genres, styles and cultures. This ensures consistency and builds recognition worldwide.
The magic happens in the execution. The Sonic DNA is designed to be flexible, allowing us to adapt it for local markets by infusing it with culturally relevant instrumentation, rhythms, and genres. For Saudia Airlines, we didn’t just use generic “Middle Eastern” instruments over a Western beat; we conducted deep research to use instruments specific to Saudi heritage, to create an authentic and relatable sound, for people both in KSA and globally.
This “global” approach ensures the brand feels both globally unified and intimately local, speaking to customers in a voice they understand and connect with.
When developing sonic assets for clients like Saudia Airlines, how do you ensure cultural tradition and modern brand values coexist harmoniously?
The key is respect and authenticity, not imitation. We never aim to create a museum piece or a pastiche of traditional music. Music is part of culture, a living, breathing and always evolving medium. Instead, we immerse ourselves in the culture to understand the spirit and emotional essence of its musical heritage, and work with local musicians to bring the sound to life.
For Saudia Airlines, the goal was to evoke a sense of welcoming hospitality that is core to Saudi culture. We built the sonic identity on a foundation of traditional Saudi musical modes and instruments, but many of the compositions themselves are modern, cinematic, and premium, reflecting the airline’s status as a world-class, forward-looking carrier. We even created tracks in Spanish flamenco and traditional Greek styles, purposely made for those markets. Yet all, unmistakably Saudia.
“Before you think about instruments or genres, define your brand’s personality and the emotion you want to evoke.”
How have advances in technology and data-driven insights changed the way brands develop and manage their sonic identity across multiple platforms?
Technology has revolutionized our field, moving it from a purely creative discipline to one that sits at the intersection of creativity and science. At amp, this is embodied by our AI-powered platform, Sonic Hub, the world’s first end-to-end AI audio operating system for brands, agencies, and content creators. It has fundamentally changed the game in four key areas:
Creation: We use generative AI to create on-brand music and voiceovers at scale. We also have a library of over 30 million ready to use tracks available, allowing for content to be created at scale, and at the speed of light!
Prediction: Before spending a single dollar on media, we can use AI to predict how a piece of music will perform against a brand’s specific KPIs, audience demographics, and even media moments.
Curation & Management: The Sonic Hub acts as a central library for all of a brand’s sonic assets, ensuring global teams can access and deploy the right sound for the right touchpoint, which is critical for maintaining consistency. Think of it as AI guidelines and global brand governance, all in one.
Monitoring: We can track a brand’s music usage across all digital channels, providing data on consistency, tonality, and ROI. This allows us to measure the effectiveness of the sonic identity and provide insights for future creative development.
This data-led approach removes subjectivity, increases efficiency, and, for the first time, makes the value of sound truly measurable for our clients.
What advice would you give to brands entering new markets that want to balance local musical authenticity with the need for a recognizable, unified brand sound?
My advice is to follow a clear, strategic process:
Don’t Start with the Music, Start with the Feeling: Before you think about instruments or genres, define your brand’s personality and the emotion you want to evoke. Are you a “Nurturer” like SMBC? A symbol of “welcoming hospitality” like Saudia? This strategic foundation is your north star.
Avoid “Sonic Tourism”: Don’t just grab a sitar for India or an Oud for KSA. This is superficial and can be perceived as inauthentic. Instead, invest in deep cultural immersion. Work with local musicians and experts to understand the nuances and significance of the region’s musical traditions.
Build a Flexible System: This is where the Sonic DNA is crucial. Establish ownable, core melodic elements which become your recognizable brand signature. Then, use that as a framework to create authentic local adaptations that resonate with the market.
Test, Learn, and Optimize: Don’t assume you’ve got it right. Use data and consumer testing to validate that your sonic assets are landing correctly with the local audience. We are fortunate to have the industry’s leading in-house Research and Insights team making sure we operate at the forefront of science and creativity.
Ultimately, success lies in showing genuine respect for the local culture while maintaining the integrity of your global brand.
Quick Hits:
A brand’s sonic identity that you admire:
Apple is a brilliant example of a modern, UX-centric, strategic approach to brand-owned sounds, which has become a cultural shorthand for communication and entertainment. Their approach to crafting sounds that embody what the brand stands for is very inspiring.
Book, podcast, or resource you recommend:
The podcast “Twenty Thousand Hertz.” It’s a fantastic exploration of the world’s most recognizable and interesting sounds, and it does a great job of revealing the stories and strategies behind them. It’s essential listening for anyone interested in the power of sound.
Something you want to learn or wish you were better at:
I’m endlessly fascinated by regional musical traditions and a lifelong student of music. I am always fascinated by learning new instruments, and am currently learning how to play the Bansuri.
