Kattenburgerstraat 5

1015 JA, Amsterdam

+31 6 360 98 998

24/7 Reachable by phone

Email address


My Five W's: When

The game is about consumer expectations and building deeper emotional relationships.

Personally: I live in Amsterdam, and our studios and offices are located near the central station. Our agency works on local and international cases.

In my opinion, projects that take cultural differences influenced by geography, history, and religion into account are exciting. It can be very challenging to create an audio and voice branding strategy for a Brand that’s communicating with a large, diverse group of people. Challenging but realistic and effective as long as you don’t aim for a mass. 

The game is about consumer expectations and building deeper emotional relationships.

The price is being chosen. Today’s consumers are conscientious about choosing only what they like. People decide quickly whether they’re interested or not. If not, they’re likely to move on quicker and don’t connect with your Brand, or pay attention to your story at all.

Your story and individual messages must be relevant and spot on to engage your audience. Your brand strategy, including your audio and voice branding strategy, should be consistent and holistic.

Don’t get me wrong though. I’m not saying your Brand should use for example only; one brand voice or the same jingle all the time. I believe that personalization and timing are key, but the emotions you evoke and the way your Brand is being perceived through sound should be consistent and holistic.

So consistency is key when it comes to strategy execution; the actual implementation of your strategic plan. And you want to make sure to include specific usage guidelines for each audio enabled consumer touch point where brand influence takes place. 

Audio branding should be intuitive, functional, and easy to understand. It should never be obtrusive, distracting, or annoying. 

Sounds easy right? But most of the time, it’s not as simple as it seems because it’s not always about the actual sound of your auditory Brand assets that isn’t working. Sometimes it has to do with the implementation of your auditory Brand assets that causes problems.


More to explorer

design user testing

Buy Me Breakfast

I know what I am going to do when I am allowed to go to cafes again. I am going to buy myself a delicious breakfast. And I’ll buy you one as well. I am going to look for 5 people. I’ll ask them to test my work. With simple questions I am going to learn about 85% of the usability problems. Not like this: Did this notification sound give you the information you needed in your experience?

blog sonic branding sound design

150 It Is. For now…

“More isn’t always better, Linus. Sometimes it’s just more”. – The Movie Sabrina (1995). Do large communities add more value than smaller ones According to British anthropologist Robin Dunbar, the “magic number” is 150. His theory concludes that we can only really maintain about 150 connections at a time.

blog sonic branding sound design

Sometimes More Is Just More

We can hardly remember a time when all of this wasn’t possible. Online communication tools and social platforms enabled us to develop bigger communities more easily. But do we achieve so much more by making everything bigger? Sometimes people tend to focus so hard on making everything bigger that they lose sight of what’s really important.

contact info

My office is located in the center of Amsterdam. 1015 JA, Kattenburgersrtaat 5. mail@maikelvanderwouden.com

Meet me

I love meeting new people. Contact me any time and we'll try to schedule a meeting in the near future.


Love it, hate it? Read one of my posts, or seen one of my videos? I would be very happy to receive any kind of feedback from you.


Subscribe to my new youtube channel. I will be sharing a weekly video about Voice & Audio Branding