The Secret Sound That Helps Your Favorite Brands Turn Up The Volume

Ever notice how some brands just hit the right note every single time? We sat down with our founder Geoffrey Stern to discuss how VoiceGift helps your favorite brands crank up the volume in all the best ways. From crafting custom sound experiences for big names like Tony’s Chocolate and Pantone to turning PR mailers into multi-sensory stories, Geoffrey gives us the inside track on why sound isn’t just background noise—it’s the heartbeat that brings brands to life.

VoiceGift: You’ve talked about your start in B2B in our VoiceGift Origin Story Post. What’s your favorite part about partnering with other brands to help amplify their message?

Geoffrey Stern: In general, there’s a significant disconnect between B2B and B2C. Brands focus on sales, profits, and growth, while consumers seek products and services that address their needs—like fashion, food, self-care, and more. One area where both converge is in brand identity, brand recognition, and brand voice. Whether you’re a company or an individual, you value your unique brand and understand that you have a voice. Voice and sound are a baby’s first window to the world—they are intuitive. For businesses, that realization often comes later. It’s always exciting to work with companies to help them discover, define, and then present their unique voice and sound.

VG: Speaking of sound, you recently provided solutions to brands like Tony’s Chocolate, Pantone, and Snif for PR mailers that highlight the senses. Why do you think sound is so effective in amplifying not only a brand’s message but also the recipient’s experience?

GS: All of our senses—including taste and smell—are influenced by our other senses. For example, a clear Coke wouldn’t taste the same. What makes sound unique is its ability to create context for other senses even before they come into play. I learned this visiting Taliesin West, Frank Lloyd Wright’s studio and school in Scottsdale, Arizona. Walking down a hallway, the guide explained that the sound I heard was a fountain, and Wright wanted visitors to hear the fountain before they saw it. Our recent projects for Tony’s and Snif used our sound chip to create an audio context before the product is experienced. This approach not only helps choreograph the experience, but by creating expectations, it fosters engagement and interaction—transforming the recipient from an observer to an active participant.

VG: What’s a standout “aha!” moment you’ve had when you saw a brand’s story come alive through sound? We’re talking goosebumps or heart-eyes kind of moment!

GS: There’s something called a sonic logo, where brands create a few musical notes as a signature sound. When I was growing up, Intel was a pioneer in this space. They made chips that powered the computer revolution but were largely unseen. They created the slogan “Intel Inside” and paired it with the iconic Intel “Bong” sound played whenever a user booted up their PC. One day, an engineer from Intel called asking if we could put the “Bong” sound into a box containing a new computer that didn’t have speakers. We could—and did. Here’s a video from a popular tech unboxer with over 108k views, where the sound stopped the unboxer in his tracks.

VG: For brands new to adding sound, what’s one little secret or insider tip you’d share to make sure their audio surprise hits all the right notes?

GS: It’s not about length; it’s about emotional impact and the first impression. I always tell brands that the smile (or surprise, shock, or focus) doesn’t grow bigger the longer the audio plays. If you’re adding an audio element to your product, packaging, or promotion, the critical point is that you focus on the sound itself. Whether it’s the sound of a door closing, a motor humming, a sonic logo, or a familiar voice—the key is the association you create between that sound or voice and your brand. The message itself is less important than the emotional connection the sound builds.

VG: What are some cool new ways brands can add sound magic to their marketing moments?

GS: Sometimes, brands forget what they’re really providing. For example, this audio clip from Snif’s introduction to a new scent showcases how they don’t just sell fragrances—they sell emotions, in this case, comfort. Sound can beautifully reinforce these emotions to elevate the entire brand experience.

VG: What are some brands or businesses you’d love to collaborate with in the future?

GS: I come from a generation that expressed ourselves through music. We heard songs dedicated to loved ones on the radio, then made mixtapes on cassettes, followed by CDs and playlists. The digital revolution has transformed the music industry, bringing both challenges and opportunities. The opportunity lies in enabling consumers to express emotions through the music of their choice when gifting. This is technologically possible; the main challenge is the complexity of licensing. I’d love to collaborate with the music industry to unlock the potential of music to elevate the gift-giving experience.

Now reader, it’s time to use your voice…

What are some brands you love that we need to tune into?

Is there a VoiceGift behind-the-scenes you want the inside scoop on?

And hey, what’s one unforgettable song that always hits just right for you?

Let us hear it in the comments!