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Sound is finding its way into every facet of the brand experience, giving sonic branding plenty of runway as we launch into 2026. Last year, we identified personalization and authenticity as top trends to keep an ear on – and they’re still very much in play. But in 2026, it’s about crafting sonic brands that scale and feel unmistakably human. Here are our top 5 trends shaping how brands will sound this year.

1. Sonic Systems

In 2026, leading brands will move beyond one-off sonic logos and campaign tracks toward cohesive sonic systems – flexible musical frameworks built to iterate and scale across platforms, formats, and key moments..

Instead of creating solitary pieces, brands are building core themes tied to their DNA that can expand into long-form content, short-form cues, UI sounds, experiential audio, broadcast packaging, and more – all derived from a single, recognizable mnemonic.

Already happening:

Netflix continues to extend its iconic “tudum” into unique compositions, reinforcing a unified sound across streaming, live events, and physical environments. For example, take a listen to how Netflix playfully morphs its branding to support popular streaming launches.

Major sports leagues and teams like TGL and the Dallas Mavs are developing full broadcast and in-venue music ecosystems – not just themes – allowing their sound to flex from hype moments to storytelling to utility cues while remaining cohesive.

2. AI-ify

In 2026, expect more brands to experiment with AI-adaptations of their sonic assets. While the human element remains essential for emotional connection (see below), AI has demonstrated a strong ability to riff off of human inputs, enabling greater speed and efficiency throughout the creative process.

AI is already being used across the music industry for creative inspiration. This year, expect to hear AI-produced extended cuts and alternative variations of sonic assets as brands adapt their audio to ever-evolving content and create meaningful moments with audiences.

Already happening:

Coca-Cola has been experimenting with AI for a while now, recently creating a downloadable AI-powered instrument – Coke SoundZ – that enables fans to create original music using distinctive Coke sounds, like the crisp crack of a newly-opened bottle and the all-too-familiar fizz sound.

3. Human Element

It’s an interesting paradox, but the more we lean into AI, the more we seek real, human connection – and brands are no exception. As we pointed out in a recent article about AI music, engagement drops significantly without the presence of a human composer. The value isn’t in the perfection of the music – it’s in the relatability and shared emotion of the artist.

For this reason, in 2026 we continue to see brands value human touch – live musicians, real instruments, and organic performances that signal trust and emotional honesty.

Already happening:

AppleTV’s new visual identity was intentionally hand-crafted, as creator, TBWA Media Arts Lab explains, “Every shimmer was made for real, no CG shortcuts, a nod to Apple’s belief that craft should be felt, not faked” [Source: LinkedIn]. The new sonic logo, composed by Grammy-winning artist Finneas, was equally created by hand with pianos, effected percussion, and synths to convey a unique, magical, and cinematic feel.

4. Everyday Immersive Audio

Immersive audio is no longer reserved for marquee experiences – it’s becoming part of everyday brand environments as well. The popularity of immersive experiences has fueled a steady demand for audio, and will continue to do so throughout 2026.

Spatial audio, directional sound, and sound design are increasingly being used by brands in AR/VR settings, retail, sports venues, exhibitions, and theme parks to guide attention, elevate storytelling, and create emotional depth. With further advancement in audio system technology, brands will continue to experiment with immersive sound capabilities in 2026 to create enveloping and memorable experiences.

Already happening:

Sports and entertainment venues are using immersive sound design for everything from pregame hype, to transitions, player walkouts, and inspiring presentations throughout the experience. Check out the 2025 MLB All-Star Game Hank Aaron Tribute.

5. Soundcheck

With the advancement of sonic testing platforms, brands can confidently create and refine music that reflects their DNA, values, voice, and the emotional needs of their audiences. These tools allow teams to quickly test compositions and selections against specific emotional attributes, shifting away from intuition-based decision-making toward more predictable data-backed processes. In 2026, watch for faster iteration and real-time refinement of music that allows brands to drop the right sound at the right moment, without slowing creative momentum.

Already happening:

Sonic testing agency SoundOut continues to refine its platforms, allowing brands to rapidly test any piece of music across more than 220 emotional attributes and confidently select sounds that align with their DNA and intended audience emotions.

As sonic branding continues to evolve in 2026, the brands that stand out will treat audio not as an add-on, but as a living system – one that scales with technology while staying grounded in humanity. From flexible sonic systems and everyday immersive environments to AI-enhanced workflows balanced by authenticity, the future of sonic branding is both smarter and more emotional. In 2026, being heard will capture attention – being felt will set brands apart.