Saudi Arabia’s cultural and commercial landscape is changing. For Brand Identity in Saudi Sonic Branding Amid Modernization Heritage combined with storytelling, music has always been a vital part of Saudi Arabia’s culture. Now, brands are using sound as a strategic tool to make deeper emotional connections with audiences.
Each region of Saudi Arabia has its own musical signature. The Najdi Ardah, describes rhythmic drumming and poetry line, while the Hejazi traditions use melodic Oud compositions. However, this diversity represents a unique opportunity for brands to develop authentic sonic identities that work in both local and global contexts. But to succeed in this space, they will need to transcend generic Arabic music and adopt Saudi Arabia’s unique soundscape.
Why Sonic Branding Matters in Saudi Arabia
Sonic branding is more than just background music—it strengthens brand recall, builds emotional engagement, and enhances audience connection. In Saudi Arabia, where poetry and music have long been storytelling instruments, Saudi sonic branding allows brands to craft immersive experiences that leave a lasting impression.
Chris Atkins, Co-founder of WithFeeling, explains: “Sound is another language to tell a story; it’s a tool to connect people, immerse them in your narrative, and vibrate with their emotions.”
This philosophy is evident in the work of the Saudi Tourism Authority, which integrates sonic branding into its campaigns. By merging regional soundscapes with powerful visuals, it creates compelling content that resonates with travellers and locals alike. As a result, more brands are recognising the importance of Saudi sonic branding in shaping their identity.
Challenges in Authentic Sonic Representation
Although Saudi Arabia boasts a deep musical heritage, its commercial soundscape has often been influenced by Egyptian and Turkish music. While these genres carry cultural value, they do not accurately represent the Kingdom’s unique identity.
The Role of Sonic Branding in Saudi Arabia’s Digital Evolution
Saudi Arabia is at the forefront of a digital revolution, with Vision 2030 driving advancements in technology, tourism, and entertainment. As a result, brands in the Kingdom must think beyond visual identity and embrace multi-sensory branding strategies.
Sonic branding plays a crucial role in this transformation. With increasing digital interactions, brands must craft soundscapes that engage audiences across multiple touchpoints—whether it’s an in-app notification, an AI-driven voice assistant, or a cinematic brand experience. A well-crafted sonic identity ensures a company remains recognisable even without a logo or tagline.
Take, for example, the growing influence of AI-generated audio. With Saudi Arabia investing heavily in smart cities and AI-driven services, businesses that integrate personalised sonic branding into their ecosystems will stand out. Imagine a ride-hailing app where each car brand has a distinct startup sound, or an e-commerce platform that welcomes customers with a regional melody reflecting their location.
This shift means that brands must design sound with intention—not as an afterthought but as an integral part of their identity. As Saudi Arabia advances towards a hyper-connected future, the power of sonic branding will only grow.
Beyond Music: Crafting a Sound That Feels Uniquely Saudi
When people think of sonic branding, music is often the first thing that comes to mind. However, effective sonic branding in Saudi Arabia goes beyond just melodies and rhythms—it’s about crafting a distinct audio identity that represents the Kingdom’s evolving cultural landscape.
For example, a successful Saudi sonic branding strategy should consider:
The Sound of Daily Life: From the rhythmic calls of street vendors in Jeddah to the soft echoes of footsteps in the Empty Quarter, the essence of Saudi Arabia lies in its everyday sounds.
Cultural Symbolism in Sound: The traditional beats of the Duff (hand drum) or the Oud’s melancholic strumming can instantly evoke a sense of place.
Brand-Specific Soundscapes: A luxury brand in Riyadh might use subtle Oud tones blended with ambient textures, while a tech-driven startup could adopt modern synth elements infused with Khaleeji rhythms.
Successful sonic branding doesn’t just sound Arabic—it must sound Saudi. This distinction is critical, ensuring that audio identities reflect local traditions while remaining globally competitive.
Chris Atkins highlights this challenge:“The goal isn’t just to create Arabic music—it’s about making something that feels uniquely Saudi. That means moving beyond clichés and developing soundscapes that truly reflect the culture.”
Joe Dickinson, Chief Music Officer of WithFeeling, adds:“At WithFeeling, we avoid simply layering Arabic instruments over Western compositions. Instead, we start with traditional Saudi rhythms and scales, building outward into a sound that embodies the spirit of Vision 2030.”
To establish a truly Saudi sonic branding approach, brands need to rethink their methods. Rather than relying on imported sounds, they should collaborate with local musicians, incorporate traditional instruments like the Oud, Mizmar, and Duff, and ensure that their compositions reflect the Kingdom’s rich cultural landscape.
The Competitive Advantage of a Unique Sonic Identity
In a market as competitive and fast-moving as Saudi Arabia, differentiation is key. Companies are vying for attention across social media, video platforms, and digital advertising, all of which are saturated with visual content. This is where sonic branding becomes a game-changer.
A memorable sonic identity:
Cuts through the noise in crowded marketplaces.
Increases brand recall—customers can recognise a brand just from a sound cue.
Creates deeper emotional engagement—music and sound have a direct psychological impact.
Strengthens multi-platform presence, from YouTube ads to customer service IVR systems.
For example, global brands like Apple, Netflix, and McDonald’s have successfully leveraged iconic sound cues that consumers instantly associate with their brand. The opportunity now lies in Saudi brands pioneering their own unforgettable sonic signatures—ones that reflect Saudi culture, values, and aspirations.
As the Kingdom positions itself as a cultural powerhouse, the brands that invest in high-quality, locally inspired sonic branding will set themselves apart, both regionally and globally.
The Rich Musical Heritage of Saudi Arabia
Saudi Arabia’s vast geography has shaped its musical traditions, offering a foundation for authentic sonic branding. Each region contributes unique styles that brands can draw inspiration from:
Najdi Music: Rooted in poetry and rhythmic beats, often performed during the Ardah sword dance.
Hejazi Music: Melodic and Oud-based, reflecting the influences of centuries-old trade routes.
Khaleeji Music: A blend of African, Indian, and Persian rhythms, deeply connected to the Arabian Gulf.
Asiri Music: Fast-paced, celebratory music performed during Al-Dahha dance ceremonies.
Bedouin Music: Folk storytelling through song, capturing the spirit of desert life.
By drawing from these musical traditions, Saudi sonic branding can offer authentic, culturally immersive soundscapes that engage audiences on a deeper level.
WithFeeling’s Approach to Saudi Sonic Branding
Understanding the importance of authenticity, WithFeeling has developed a strategic approach to Saudi sonic branding, blending tradition with innovation.
Chris Atkins explains: “Our mission is to collaborate with local experts and musicians to reflect Saudi Arabia’s rich sonic heritage. By focusing on traditional instruments and regional styles, we create soundscapes that resonate both locally and globally.”
WithFeeling’s approach includes:
Authenticity Through Collaboration – Working with Saudi musicians to record regional sounds and build an original Saudi music library.
Saudi-ising Western Tracks – Blending contemporary music with traditional Saudi elements to create a unique yet familiar sound.
Bespoke Sonic Identities – Designing distinct brand soundscapes that align with Saudi culture and global branding standards.
This approach ensures that Saudi sonic branding remains culturally authentic, commercially effective, and emotionally impactful.
Emerging Trends in Saudi Sonic Branding
As Saudi Arabia grows into a global cultural and business hub, several sonic branding trends are reshaping how brands approach audio identity:
AI-Driven Soundscapes – Customisable, adaptive music experiences that evolve based on audience preferences.
Interactive Sound Installations – Engaging consumers through immersive sound experiences in retail and public spaces.
Cultural Collaborations – Partnering with Saudi artists to create more relatable and authentic brand sounds.
Joe Dickinson notes: “Saudi Arabia is one of the most digitally connected markets in the world. Designing branded soundscapes for apps, social media, and retail spaces ensures consistency across digital and physical platforms.”
As these trends continue to evolve, brands that integrate sound into their identity will gain a competitive edge in the Kingdom’s dynamic marketplace.
A Sonic Future for Saudi Arabia
Sonic branding in Saudi Arabia is more than a marketing tool—it is a way to honour the Kingdom’s musical traditions while embracing its future. By investing in Saudi sonic branding, businesses can create emotional connections with audiences while celebrating the country’s cultural depth.
With agencies like WithFeeling leading the charge, brands now have the opportunity to craft memorable, meaningful, and uniquely Saudi soundscapes that will define the Kingdom’s sonic identity for generations to come.