Jamie Thomson is a Sonic Branding Strategist Trusted by Forward-Thinking Companies
With over 15 years’ experience in brand strategy and music production, Jamie has delivered 700+ projects for global brands across multiple industries.
Sonic Branding That Connects Meaning with Memory
Memorable brands are seen and heard, yet sound remains one of the least strategically considered aspects of brand identity.
Too often, companies treat audio as an afterthought – a generic track behind a product demo, or a notification sound chosen for its tone, not its meaning. The result is a disjointed experience where sound feels separate from the brand, rather than part of it.
At Fonetik, sound begins with strategy. I treat audio the same way as tone of voice or visual identity, mapping it to brand values, emotional intent, and audience experience. The goal is to design a system that reinforces memory and builds trust across touchpoints.
The Meaning Behind the Name
Fonetik comes from the word phonetic – the study of how language sounds. It reflects the idea that brands don’t just communicate through words and visuals. They also communicate through sound.
Every tone, notification, and piece of music carries meaning. It signals intent, sets expectations, and determines how a brand is perceived in the moment. When that sound is unconsidered, it becomes noise. When it’s designed with purpose, it becomes part of the identity.
Fonetik exists to bring that level of thinking into brand audio, treating sound as something that can be structured, applied, and understood, not just heard.
A Career Built on Brand Strategy and Music Production
I’ve been working with words and sound for over 15 years. I began my career as a journalist, writing for national publications in Scotland, and in 2013, I founded Brand New Copy, a brand messaging consultancy in Edinburgh.
Alongside my career in messaging and strategy, I’ve worked as a music producer and songwriter, developing tracks for independent artists, labels, and publishers across Europe. I’ve attended songwriting camps, collaborated with professional musicians, and refined my craft through certifications in advanced songwriting, mixing, and pop production.
In 2025, I founded Fonetik to bring these two disciplines together, applying the strategic thinking of brand messaging to the creative craft of audio identity. The studio aims to help brands sound as good as they look.
A Collaborative Process, Led by Strategy
Fonetik is intentionally lean. Every project is led by me, but when a brief calls for specialist input, I bring in professional musicians, composers, and engineers from my trusted network.
Whether it’s a live string arrangement, a specific instrumental feel, or a particular mastering aesthetic, I collaborate with the right people to get the sound just right.
Everyone involved is selected based on their industry-specific experience, ensuring the end result matches your goals and your audience.
Our Principles and Values
Every brand has its own audience, ambition, and aesthetic. But the principles behind effective sonic branding remain the same. At Fonetik, three values guide every project:
Intentionality
Nothing is created for decoration. Every sound must serve a purpose, whether it’s reinforcing recognition, guiding interaction, or triggering emotion at just the right moment.
Coherence
A sonic identity only works when it feels unified. From UX cues to brand themes, every element is designed to sound like it belongs to the same world, even when heard in isolation.
Partnership
Whether you’re a startup refining your first product, or an enterprise brand with global reach, the process is collaborative. We work closely to understand your vision and translate it into a sound system that supports your brand at every touchpoint.
Where I Focus My Expertise
I work with companies that want their audio presence to be as intentional and impactful as their visual identity.
These are typically forward-thinking brands that understand the value of consistency, creativity, and strategic application.
Fonetik is especially suited to industries where digital experience, emotional connection, or brand distinctiveness is essential. My sector expertise spans:
SaaS and B2B tech
UX audio and brand recognition enhance product experience and drive adoption.
EdTech and eLearning
Sound can support knowledge retention and engagement.
Wellness and lifestyle
Tone and atmosphere create emotional connection and brand perception.
Finance
Reassurance, reliability, and trust need to be conveyed quickly and consistently.
Energy and utilities
Sonic systems can build stakeholder confidence across complex, regulated environments.
E-commerce
Audio can support confidence at key moments like onboarding, browsing, checkout, and confirmation.
Work With a Sonic Branding Partner Who Puts Strategy First
Every Fonetik project begins with a clear objective, a structured process, and a sound system built to last. If your brand is ready to take sound seriously, let’s start the conversation.