The sound of a brand: Why sonic branding matters
Think about the last time you heard the Netflix ta-dum, the McDonald's ba da ba ba ba, or the Intel bong. You probably recognised them instantly, right? That’s the power of sonic branding.
Sonic branding, also called audio branding, is the strategic use of sound to reinforce a brand’s identity. Just like a logo or colour palette, a well-crafted sonic identity creates instant recognition and emotional connection. In a world where brands compete for attention across multiple platforms, sound is an often-underestimated tool that can make or break brand recall.
The science behind sound and emotion
Sound triggers emotions faster than visuals. Our brains process audio cues in just 0.146 seconds, much faster than visual recognition. This is why a simple jingle, chime, or melody can evoke nostalgia, excitement, or trust. Smart brands know this and use it to their advantage.
Brands that get sonic branding right
Netflix - The famous ta-dum before a show starts is a prime example of a sound that signals anticipation. Fun fact: the deep bass note was inspired by the sound of a wedding ring knocking on wood.
McDonald’s - Their “I’m Lovin’ It” jingle is not just a tagline but an earworm that reinforces positive feelings towards the brand. The five-note melody is so effective that McDonald’s sometimes doesn’t even need to use its name in ads.
Intel - The iconic five-note bong sequence has been synonymous with cutting-edge technology since the 90s. It conveys a sense of innovation and reliability, helping Intel stand out in a competitive tech space.
Mastercard - With digital payments becoming soundless transactions, Mastercard introduced a sonic logo, a short melody that plays during checkout, to reassure customers of a secure transaction.
Apple - From the iconic Mac startup chime to Siri’s subtle confirmation sounds, Apple has mastered the art of using sound to enhance user experience and reinforce brand identity.
Why your brand needs a sonic identity
With the rise of smart speakers, podcasts, and hands-free digital interactions, brands that ignore audio risk fading into silence. A strong sonic identity can:
Increase brand recall.
Enhance emotional connections with customers.
Create consistency across multiple touchpoints (TV, apps, ads, stores).
Differentiate your brand in a crowded marketplace.
Crafting the right sound for your brand
Not all sonic branding needs to be a jingle. It could be a unique voice, a particular instrument, or even an ASMR-style soundscape that aligns with your brand’s personality. The key is consistency, just like a visual brand identity, an audio signature should be recognisable and repeatable.
Listen to your brand
If your brand were a sound, what would it be? A soothing melody? A bold chime? A playful jingle? Whatever it is, don’t underestimate the power of sound in shaping perceptions and driving engagement. After all, in the noisy world of branding, sometimes it’s the sound that speaks the loudest.
Author: Lance Corrigan
Creative designer with a passion for visual communication and brand development, and a vision to make a positive impact on the world through design.
