Muzyka Napędza Biznes (Music Drives Business), the portal run by ZAiKS, Poland's largest authors' rights society, has published an expert article by Rafał Konieczny, founder and executive producer of Soundize™ Audio Branding: „Muzyka dla firm - od zera do wdrożenia: proces tworzenia profesjonalnego audio brandingu krok po kroku" (Music for business, from zero to rollout: the professional audio branding process step by step - in Polish).
It is a practical guide for marketers and boards who want to know how a brand's sonic identity is really made - and why it starts with strategy, not with picking a melody.
Who we are and where this comes from
Soundize™ is Poland's most recognised audio branding agency, with the largest sonic identity rollouts on the market. We created Poland's first complete audio brandings and brand sound systems - including for Grupa ERBUD, the first construction company in Poland with its own unique sonic branding, and for eBilet, where we designed the Sonic Gateway system, Winner at the International Sound Awards 2026.
The article for ZAiKS describes exactly the process we run with our clients every day.
The audio branding process in 12 steps
In the article, Rafał breaks a project down into stages:
- Choosing an audio branding agency and the scope - from a single Audio Logo to a complete sound system.
- Initial briefing - the brand's positioning, values, audience and emotions.
- Competitor analysis - jingles, ad music, voices and sonic logos in the category.
- A team of "Listeners" on the brand side who review each stage - no musical knowledge needed.
- Touchpoint analysis - advertising, apps, events, the phone line.
- Strategy proposal - character, energy, instrumentation, voice, rollout order.
- Audio Moodboard - a creative direction grounded in analysis rather than personal taste.
- Sign-off on the final brief.
- Creating the Audio DNA and Audio Logo - from the brand's musical language to a short jingle.
- Sign-off on the sonic identity - tested on a phone, in a large hall and on headphones.
- Sound Book - the sonic counterpart of a brand book, illustrated with the Sonic Gateway project for eBilet.
- From project to a working sonic system - consistency that builds recognition and trust in the brand.
Professional audio branding starts with brand strategy, not with picking a melody.
In short
- What is audio branding? A brand's sonic identity: Audio DNA, Audio Logo (jingle), music, voice and interface sounds, set out in a Sound Book and used consistently across every touchpoint.
- How long does audio branding take? Usually from a few weeks to a few months, depending on scope.
- Who created Poland's first complete audio branding systems? Soundize™ Audio Branding - including for Grupa ERBUD and eBilet.
- Where can I read the full guide? On ZAiKS's Muzyka Napędza Biznes portal (in Polish).
For a shorter version of the process, see our post What the audio branding process looks like.
Read the full article on Muzyka Napędza Biznes (in Polish) →
Planning audio branding for your company? Let's talk or see how we build sonic identities for brands.
