Music Branding for Global Brands: Unifying Latin Aesthetics

Creating a musical identity for a global brand requires a deep understanding of how sound resonates across cultures. Natura Una faced this challenge when expanding its makeup line to seven countries, each with its own musical and cultural identity. The mission: to develop a sonic language that could speak equally to Latin women, from Argentina to Mexico, while preserving the brand’s essence, celebrating Latin beauty in all its diversity.

The Modular Solution: A Lego of Sounds

Instead of offering a set of predefined tracks, our team (Chico Correa and Concreto Neves) developed a sound brand book and a modular system of sample blocks that work like Legos: musical elements that can be combined in different ways. These blocks were grouped by shared technical fundamentals such as BPM and key, while still allowing for a wide range of combinations. In Argentina, local producers could spotlight a reggaeton percussion layer. In Brazil, funk might take the lead. Yet the end result always maintained a consistent and recognizable sonic identity.

Curating a Dialogue Between Tradition and Modernity

We immersed ourselves in the rhythms woven into the Latin American soundscape: from Brazilian ijexá and forró to the cumbia that echoes across the continent. Instrument selection was just as intentional; traditional sounds like atabaques and congas were blended with synthesizers and processed guitars. This combination created a bridge between cultural heritage and contemporary expression, perfectly reflecting the spirit of Una: a woman rooted in her origins yet fully modern. That balance is essential in music branding for global brands.

Example of content shared on the Natura Colombia channel with sounds from our sample bank

A Practical Guide to Composing in the Natura Una Style

Natura Una's aesthetic unification project in Latin America includes a strategic guide that guides producers on how to compose tracks aligned with the brand's identity. It includes clearly defined dos, for example: combining two to three rhythms (such as forró + dancehall or funk + reggaeton), maintaining specific BPMs, and always balancing organic instruments (tambourine, atabaque) with electronic ones (synthesizers, beats). And don'ts: using only one genre, exceeding three rhythms, or ignoring established BPM ranges.

This flexible structure allows for anything from 6-second jingles to full 1-minute tracks, while preserving the core of the Natura Una identity. The magic lies in adaptability: local producers can rearrange blocks or even compose from scratch, as long as they follow the brand’s sound and mood guidelines. This ensures both cohesion and cultural relevance in every market.

For marketing teams, the system offers global sonic consistency, with a difference. It empowers local teams to create authentic expressions that connect with their audience while staying true to the brand. The result is a musical identity that is both distinctive and diverse, rich, like Latin America itself.

Example of a track composed by a local producer based on our document, on the Natura México channel

Music Branding as a Tool for Emotional Connection

The Natura Una case reveals the potential of music branding as more than just background music. While many global brands default to generic soundtracks to please everyone, Natura proved that it’s possible to embrace cultural diversity without losing brand coherence. A Colombian woman may feel connected through cumbia; a Brazilian woman may recognize the pulse of funk, but both share the same emotional resonance and sonic signature.

Natura Brasil content from our sound brandbook

Looking Ahead: The Future of Music Branding

This project sets a new benchmark for global music branding. In a world where consumers value authenticity and cultural connection more than ever, Natura Una’s approach offers a compelling path forward. It shows that a brand can embrace many musical languages without losing its voice. For branding and music professionals, the challenge remains: how can we apply this modular, culturally sensitive framework across other markets and industries?

The answer may lie in a simple, timeless skill: listening (truly listening) to the many voices that shape today’s global soundscape.