What Is a Sonic Audit?

A sonic audit is a systematic inventory and evaluation of every sound a brand currently makes, from advertising music and sonic logos to hold music, app notifications and retail environments. It maps what exists across all touchpoints, assesses consistency and ownership, and is typically the first phase of any sonic branding programme.

Sonic Audit in Practice

A sonic audit answers a simple question: what does the brand sound like today? Researchers gather every audio asset in circulation, advertising music, telephone hold systems, app notifications, event and retail sound, then assess each for consistency, distinctiveness and legal ownership. The findings expose the gaps and contradictions a new sonic identity must resolve, which is why the audit is the standard first phase of any sonic branding programme. The most cited example is Mastercard, which mapped its global brand touchpoints, from payment terminals to advertising, before launching its sonic brand in 2019, so that a single melody could be adapted coherently to every context where the brand makes sound.

Famous Example

Mastercard mapping its global touchpoints before its 2019 sonic brand launch