Why Music Shouldn’t Be an Add-On in Your Brand — It Should Be in Its Foundation

Inspired by insights from Roger Sho Gehrmann, VP of Integrated Partnerships at MassiveMusic / Songtradr | Original article on Creative Bloq

Once upon a time, branding was a neat little package—logo, tagline, maybe a jingle. But in today’s experience-driven world, brands have evolved into immersive ecosystems. We’re not just building identities anymore—we’re building worlds. And in these brand worlds, sound isn’t background noise. It’s a critical building block.

Roger Sho Gehrmann, a leader in sonic branding, puts it best: "Don’t add music to your branding—start with it." In a powerful piece published on Creative Bloq, he argues that sound is the missing link in modern brand worldbuilding.

Sound Isn’t Filler—It’s Fabric

From the irreverent metal-infused antics of Liquid Death to the meditative silence and subtle soundscapes of Aesop skincare boutiques, the most compelling brands today lead with a sonic point of view. Every choice—down to the sound of a store’s environment or a campaign pitch track—affects how your audience feels, remembers, and connects.

Why does this matter? Because sound works on an emotional level that bypasses logic. Music can build anticipation, release tension, or trigger deep-seated memories. In other words, it’s not just decorative—it’s transformative.

The Case for Sonic Foundations in Branding

We spend a lot of time creating moodboards for our clients at Neurotic Dog Studios: typography, color palettes, photography, tone of voice. But if we stop at the visual, we’re only telling half the story.

If you're branding a wellness retreat, it shouldn't just look peaceful—it should sound like morning birds, ocean rhythms, or the slow exhale of wind through trees. That’s how people remember places—and that’s how they’ll remember your brand.

Gehrmann suggests creating sound vignettes just like we create visual references. Field recordings, ambient noise, music clips—these fragments help shape a brand's emotional resonance from the beginning. He recommends including music in every phase of brand development: from the internal creative brief to the client pitch.

Practical Takeaway for Health & Wellness Brands

If you're building a practice or wellness brand that strives to heal, calm, or energize, sound should be part of your brand prescription from day one. Consider:

• Onboarding Playlists: Welcome new clients with sound that reflects your ethos.

• In-Office Soundscapes: Use ambient music or nature sounds to reinforce your brand’s atmosphere.

• Digital Touchpoints: Integrate subtle, consistent audio cues across apps or videos to support your visual identity.

Beyond Sound: The Multi-Sensory Brand

While sound has been an overlooked cornerstone, it’s just one part of the full sensory brand experience. For health and wellness practices, consider how scent (like lavender in waiting rooms), taste (a signature tea or supplement), or touch (soft textures, natural materials, therapeutic tools) reinforce your brand’s emotional tone. The most memorable brands don’t just communicate—they surround.

Final Word

As Gehrmann puts it, if you’re not capturing your brand’s sonic DNA, you’re building something incomplete. Don’t hand your clients a brochure. Invite them into a world.