What does a Saudi brand sound like?

Sami Omar El-Quqa, CEO at MusicGrid, argues that companies in Saudi Arabia – a nation with rich auditory heritage – should use sonic branding to their advantage.

You can close your eyes to a logo. You can scroll past a visual. But you can’t close your ears. Sound is persistent, emotional and deeply tied to memory, and in today’s fast-moving digital world, it's become one of the most powerful tools in brand strategy.

This is especially true in Saudi Arabia, where a new generation of brands is emerging: bold, design led and increasingly global in ambition. As Vision 2030 fuels cultural, economic and creative transformation, Saudi brands are rapidly redefining themselves. Ministries are evolving. Financial institutions are reimagining trust. Corporations are building with a global first mindset. And the most future facing among them are already investing in a dimension of identity that goes far beyond the visual – sound.

Today, sonic branding is no longer a novelty, it’s a strategic advantage. The most iconic global brands have made it a cornerstone of their identity. And within Saudi Arabia’s rapidly shifting brand landscape, we’re seeing a similar recognition emerge. Whether it’s the chime you hear when a fintech app opens or the soundscape that plays at the end of a commercial, brands are beginning to understand that sound doesn’t just support a brand, it is the brand.

At MusicGrid, we’ve seen this shift up close. We’ve helped shape the sonic identities of dozens of government entities, including long standing work with ZATCA and Monsha’at, translating institutional values into audio experiences that have stood the test of time across platforms, touchpoints and campaigns.

More recently, our collaboration with Bank Al Bilad offered a clear example of how sonic identity can deepen a brand’s presence across every channel. The goal was to translate the bank’s core values – trust, tradition and modernity – into something you could instantly feel, even with your eyes closed. The result is a sound identity that now lives across digital platforms, service environments and advertising, adding consistency, memorability and emotional depth to the brand experience.

What’s exciting is that this is just the beginning. Saudi Arabia has a unique opportunity to lead globally in this space, not by imitating Western sonic codes but by creating something entirely new. A sonic vernacular that’s rooted in local emotion, yet designed for global ears.

Saudi Arabia is a country of rich auditory heritage. From the rhythm driven energy of Najdi music to the unique textures found across different regions, Saudi culture has always had a deep relationship with sound. This isn’t about nostalgia, it’s about drawing from that emotional memory to craft modern, innovative brand experiences that resonate on a deeper level.

And the demand is only growing. With the rise of voice first platforms, short-form content, immersive digital environments and a population that’s highly connected, brands in Saudi are being heard more than they’re being seen. The opportunity, and the pressure, to get it right has never been greater.

Sonic branding doesn’t start with a melody. It starts with meaning. Just like a visual identity is born from brand strategy, so is sound. What does the brand stand for? What emotional space should it occupy? Where will it be heard, and how often? These are questions the most forward-thinking brands are already asking, and answering, with intention.

And for those still hesitating, here’s the risk: the silence is filling up. Your audience is already building audio memories. If your brand isn’t part of that conversation, you’re not just invisible, you’re inaudible.

Saudi Arabia is at a cultural and creative inflection point. The brands we build today won’t just shape business, they’ll shape perception, memory and identity for decades to come. But to truly lead, we have to move beyond what our brands look like, and ask: what do we sound like?

It might sound like optimism, rooted in heritage. It might echo the pulse of regional music or the clarity of a modern synth. It might be subtle, like a sonic logo in an app, or expansive, like a branded music experience.

But one thing’s certain: the brands that define this new era won’t just be seen. They’ll be heard and remembered.