Why Every Brand Needs an Audio Strategy With Karsten Kjems – VistaTalks Ep 166
In this episode of VistaTalks, we explore the growing importance of sound in branding with Karsten Kjems, CEO of Sonic Minds. With deep expertise in sonic branding, Karsten shared why audio must be part of every brand’s strategy in today’s digital-first world.
Karsten leads Sonic Minds, a global sonic branding agency helping brands develop powerful and consistent audio identities. His team’s work ensures brands don’t just sound good — they sound meaningful.
For Karsten, sound is more than an add-on — it’s a strategic asset brands cannot afford to overlook.
Why Sound is 50% of the Digital Brand Experience
In a world where most digital interactions rely solely on sight and sound, Karsten emphasizes that brands are missing a huge opportunity if they neglect audio.
«We choose as much with our ears as we do with our eyes. If something looks good but sounds cheap, it creates friction,» he explains.
Sound communicates instantly — it shapes perception, triggers emotion, and either builds trust or breaks it.
From Random Noise to Strategic Audio Branding
Many brands approach audio randomly, using stock music in videos, inconsistent product sounds, or generic podcast intros. Karsten explains that without a strategy, this approach leads to noise rather than connection.
The difference? Brands like McDonald’s, Intel, and Netflix have long understood that sonic assets are part of their brand’s intangible value, as important as a logo or color palette.
«A sonic logo is like planting a tree — the best time was 20 years ago, the second-best time is now.»
It’s Not Just for Big Brands Anymore
While global brands have mastered audio branding, Karsten sees more mid-sized companies and startups investing early in sound.
For brands with heavy digital, app, or product interactions, sound is becoming the primary brand experience — from app notifications to the tone of a coffee machine.
Avoiding Audio Pollution: When Sound Becomes Noise
One of Karsten’s strongest lessons is that sound must add value, not just fill space.
«Bad sound design is like someone knocking on your door seven times a day. It’s intrusive. Brands must ask: are we adding value or just creating noise?»
Poorly designed sound could be anything from aggressive app notifications to a water boiler that sounds like a fire alarm, which creates frustration and contributes to what Karsten calls audio pollution.
Cultural and Contextual Relevance: Audio is Not Universal
Sound is deeply cultural. What works in Europe may not work in India or the U.S. Without testing, brands risk creating sounds that clash with local perceptions or values.
«Just changing a voice to a local accent can build trust. Music can cross borders more easily, but human voices are very sensitive to cultural expectations,» Karsten notes.
The Role of AI in Sonic Branding
With AI increasingly generating music and soundscapes, Karsten knows where it fits as a tool, not a creative replacement.
«AI lacks emotion. Sound is emotional. The imperfections, the human touch, are often where the magic happens.»
He predicts a future demand for authentically crafted, human-made audio experiences that stand apart from AI-generated content.
Measuring Success: The ROI of Sonic Branding
How do you measure the impact of sound? Karsten recommends establishing a baseline (ground zero) to test current perceptions of a brand’s sound and measure improvements over time.
Key metrics include:
- Brand recognition through sound
- Emotional impact and brand fit
- Consistency across touchpoints
«If sound wasn’t valuable, why would McDonald’s, Intel, or Audi invest so heavily in it? Their sonic identities are multi-million-dollar assets.»
The Future of Audio: Voice Interfaces, Spatial Audio, and Beyond
With smart speakers, AR/VR, and spatial audio rising, brands must consider how sound will evolve in these new environments.
«Sound is becoming more complex — you can talk to your fridge now. But don’t add sound just because you can. Add it because it creates meaning.»
Karsten warns brands against chasing trends without purpose. Strategy, once again, is key.
Pay Attention to the Sounds Around You
Karsten closes the episode with a challenge:
«Tomorrow, count how many brand sounds you hear, your coffee machine, car, and apps. How many of them add value? How many are just noise?»
For brands, the takeaway is clear: Audio is no longer optional. In an increasingly digital world, what your brand sounds like is just as important as how it looks.