Drawing from her experience as Vice President of the Cambridge University Jazz Orchestra, DLMDD’s Laura AlYousif explores how jazz’s improvisation, emotional connection, and teamwork mirror the art of sonic branding.
Working as part of the creative team at sound boutique DLMDD, I’ve seen so many parallels between leading a jazz ensemble and crafting a brand’s sonic identity. All are about storytelling, emotional connection, and collaboration.
Essentially, both roles require an understanding of how sound influences people, often in ways they don’t consciously recognise. Here’s what I’ve learned from my time with the Cambridge University Jazz Orchestra (CUJO) that has shaped how I think about sound in branding today.
Jazz Improvisation vs Sonic Branding
Jazz is built on improvisation, but that doesn’t mean it’s chaotic. The best improvisers rely on deep preparation—they have the skills and knowledge to adapt in the moment.
The same is true in sonic branding, and I’m learning how creating a brand’s sound is a process of trial and error. You experiment, get feedback, refine and try again.
Just like in jazz, the ability to riff on an idea until you land on something perfect is essential.
Music theory, the subconscious and emotional connection
People don’t need to know music theory to feel its impact. We naturally expect musical phrases to resolve, which is why so many iconic sonic branding elements use perfect cadences or satisfying resolutions.
My knowledge of music theory was a great starting point, helping me understand our subconscious expectations for sonic identities so they resonate with us. Just like in jazz, where you know how to play with tension and release to get the right reaction from an audience, sonic branding is about engineering and an emotional journey through sound.
Performing live teaches you exactly how to get an emotional response from an audience—you feel the energy in the room, you adapt, and you find the moments that make people lean in. Sonic branding works the same way, as the impression a brand makes through sound should be as intentional as the impression a musician makes on stage. The key is to create something that feels natural – something people connect with, rather than something that just tries to grab attention.
For my final project at Cambridge, I analysed film scores—specifically, how composers manipulate emotions and guide audiences through a story. Ultimately, branding works in the same way as a film score since a great sonic identity doesn’t just exist in the background; it enhances the brand’s story and deepens the audience’s emotional connection.
No place for divas
CUJO was a 20-piece ensemble, and in a group that big, there’s no room for egos. You have to know your place in the team. In jazz, the best performances happen when musicians develop an almost telepathic connection.
You predict what your bandmates are about to do, communicate with a glance, and adjust in real time. That same mindset applies to creative teams working on a sonic brand. It’s about trust, synergy, and knowing when to step forward and when to provide support.
Being part of a large ensemble meant understanding that even as a soloist, you’re still just one piece of the bigger picture. If one person tries to dominate, the whole performance falls apart. Knowing when to lead and when to step back is essential for creating something that truly works as a whole.
Owning mistakes and moving on
One of the biggest lessons I learned from performing live was how to recover from mistakes. When you’re singing in front of 300 people, and something goes wrong, the worst thing you can do is let it show.
If you carry on with confidence, the audience might not even notice. If your band is tight and connected, they’ll adjust with you. In branding—and any creative work—you can’t dwell on missteps. You have to take responsibility, learn from them and move forward. The creative process is about evolution, not perfection.
So, if there’s one principle from jazz that every brand strategist should embrace, it’s connection – connection with the team, with the audience and with yourself. Whether you’re on stage or in a studio crafting a brand’s sound, the goal is the same: to create something people will truly feel.
Jazz taught me how to listen, adapt, and communicate without words. Now, in sonic branding, I’m using those same skills to help brands find their voice—not just through music but through meaning.
