How Sound Influences Brand Trust | Sonic Branding Explained

In this episode, Herwig Kusatz, founder of Sound Strategy and author of Trust You Can Hear, shares why sound plays a critical role in shaping trust, perception, and customer experience.We explore Herwig’s concept of Sonic Governance — the idea that while most organisations carefully manage how they look, very few intentionally manage how they sound.Herwig explains how poor sound design creates hidden business costs, what he calls the “noise tax,” and why leaders need to pay more attention to voice, cues, music, and atmosphere.Using real-world examples, including his work with Wiener Linien, Herwig shows how sound can improve recognition, build trust, and transform customer experience.This episode will change how you think about sound, branding, and leadership.Key Takeaways:Why sound shapes trust and perceptionThe hidden cost of bad sound designWhat Sonic Governance meansHow sound impacts customer experienceWhy brands need a sound strategyHerwigs Socials:Waiting list for the book - Trust you can hear book LinkedIn – ⁠Herwig KusatzWebsite – Sound StrategyInstagram - Herwig KusatzHost Socials:Instagram – ⁠⁠Siddhant Podcast Instagram