In today’s visually driven world, we often overlook one of the most powerful elements of branding: sound. Phoebe Lee, the managing director of Sonic Lobby, is hoping to change that narrative. As an audio branding expert, she helps businesses create distinctive sound identities that evoke emotions and strengthen brand recall.
What is Audio Branding?
Audio branding is the strategic use of sound and music to enhance a brand’s identity. From the iconic “ba-da-ba-ba-ba” of McDonald’s to the instantly recognizable Netflix “ta-dum,” sound plays a crucial role in brand recognition. Phoebe explains that audio branding is about creating an experience for customers. Whether it’s the soothing music in a spa or the upbeat jingle of a commercial, sound influences how people feel about a brand.
From Music to Making Businesses Distinctive
Phoebe’s journey into audio branding began in her childhood. A love for music led her to singing and piano lessons, eventually culminating in a Master’s degree in music. However, it wasn’t until she worked at a commercial music studio in Malaysia that she discovered her passion for creating jingles and audio logos for brands.
Realizing the potential of this niche industry, she launched Sonic Lobby. The transition from composer to entrepreneur was challenging—Phoebe had to step beyond her comfort zone and embrace sales, marketing, and business strategy.
Her father, a seasoned business owner, became her mentor, advising her to get out of the studio and actively promote her services. “My dad has been my mentor throughout my entrepreneurial journey,” Phoebe shares.
Her favorite quote, which reflects her approach to business and life, is: “Jump first before making a parachute.”
The Steep Learning Curves
The first year of running Sonic Lobby was tough. Phoebe initially tried to handle everything herself, from composing to client management. However, she soon realized the importance of delegation and collaboration. Partnering with her husband, also a composer, allowed her to focus on business development while he managed the production side.
Phoebe emphasizes the importance of stepping out, networking and educating people about audio branding. Many businesses don’t realize how sound can impact their brand, making education a key part of her entrepreneurial journey.
The Process of Crafting a Sonic Identity
When working with clients, Phoebe starts by understanding their brand and identifying where sound can enhance customer experience. Depending on the needs, she might create:
- Audio Logos: Short, recognizable sound bites (e.g., Intel’s chime).
- Jingles: Catchy, memorable tunes for marketing (remember Pizza Hut’s phone number jingle?)
- In-store Music: Background music that enhances the atmosphere of a business.
Each project is custom-designed, considering factors like brand personality, target audience and usage scenarios. The process involves research, concept development and iterations based on client feedback and in this interview, Phoebe recounts a story of her client and the importance of usage scenarios.
The Importance of Custom Sound Design
One of the biggest misconceptions Phoebe encounters is that businesses can simply use stock music instead of investing in custom sound design. She challenges this notion by comparing audio branding to visual branding: “Would you use a generic logo found online? If not, why would you use generic music?” A custom sound identity ensures exclusivity and strengthens brand recall.
Women in the Audio Industry
As a woman in a male-dominated field, Phoebe has faced challenges, including being overlooked in business discussions. However, she encourages women to push past self-doubt and take on bolder opportunities.
Phoebe says, “Personally, what I’m most proud of is my ability to bounce back when I face challenges. Professionally, I’d say it’s my social and communication skills, as they play a key role in building connections and securing business.”
What’s Next for Sonic Lobby?
Phoebe plans to expand Sonic Lobby’s reach by conducting more awareness sessions on audio branding. She wants to educate businesses on how sound can be a game-changer in marketing. With more companies realizing the importance of brand identity beyond visuals, the future of audio branding looks promising.
Her favorite book, Building a Storybrand by Donald Miller, has also played a role in shaping her approach to business storytelling and branding.
For businesses looking to enhance their brand with custom sound, Phoebe is active on LinkedIn and can be reached through her website (refer to the links below). If you found her through this podcast, let her know!
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