21 January 2026 ✎ radio · sound · branding
A brand you can hum outlives a brand you can only see. Field notes from building sonic identities for industrial giants and furniture stores alike.
Close your eyes and think of your favourite brand. Now hum it.
If nothing came out, that brand is missing half its identity.
Every brand has a voice
What does a brand sound like? To us that's not a funny question at all. Steel has a baritone. Handloom cotton is a veena. A children's snack is, obviously, a kazoo.
Radio is the rehearsal room
Radio remains the cheapest place to discover a brand's voice — no sets, no costumes, just a script, a mic and the listener's imagination doing the production design for free.
Start with silence
Our sound briefs begin with what the brand should never sound like. Silence the clichés first; the sweet song follows.
keep reading
