Daan van West on recognition, repetition and a little friction

What you hear in a commercial rarely starts with sound alone. That became clear right away in our conversation with composer Daan van West. A conversation about sonic identity: how a brand sounds and why that stays with you for so long.

Sonic identity is about recognition

A sonic identity is not a nice piece of music under a campaign. It is the whole set of sounds by which you recognize a brand, from a sonic logo to a permanent voice and a recognizable way of mixing. What exactly that involves, you can read in our knowledge base under What is a sonic identity?

According to Daan, it is not about beautiful music, but about recognition. About the moment when you feel without explanation: this is right. That moment does not happen all at once. A sound you hear more often slowly becomes attached to a brand. Not through volume, but through consistency.

The power of repetition and simplicity

Repetition sounds like boring advice. Yet that is exactly where the power lies. The simpler a motif, the faster it sticks. A few notes that keep coming back often do more than an elaborate composition that sounds different every time. That is also why it is good to know the difference between a sonic logo and a jingle.

Simplicity does take courage. Daan argues for not trying to capture everything in one composition, but for choosing a direction. Who are you making it for? And which feeling should stay with people? Answer those questions honestly and you are left with a core strong enough to repeat.

A little friction makes it interesting

What stood out in the conversation was Daan's preference for the unexpected. Sound that does not literally follow what you see, but adds something to it. A slight friction between picture and sound makes you listen more closely. That tension keeps a brand from disappearing into the background.

In the execution, too, he looks for authenticity. Live instruments, small imperfections, human timing. That is exactly where character emerges. We recognize that in the studio: a recording can be technically correct and still evoke nothing.

What remains is a feeling

In the end, no single melody sticks. What remains is a feeling that repeats itself, settles in and becomes inseparable from the brand. That is how sonic branding helps brand recognition: not by sounding louder than the rest, but by evoking the same feeling every time.

I believe sound is the most underrated brand asset. You only see a logo when you look. You hear a sound with your eyes closed too. That is why at TFA we work on sonic branding with the same care as on a final mix: with attention to what it needs to evoke, not just to how it sounds.

Curious how your brand sounds? Visit our studio in the Houthavens and listen along.