May 6, 2023

The sound of a brand: Understanding audio branding

Competition can be fierce out there, which is why creating a brand identity that is robust, isa must! Logos, colours, font types—the visual elements—are the number one focus when it comes to a solid brand identity that tells a story. Tone of voice and communication style are up there too. But what about how your brand sounds?

Audio branding, also known as sonic branding or music branding, is often overlooked. However, the power of sound shouldn’t be underestimated. Who doesn’t want to have people able to recognise your brand with their eyes closed?!

Plus, a bunch of studies have indicated that audio branding can have a notably positive impact on brand recall. This includes visual ads where audio branding or music is utilised, as well as audio-only ads where brands have established a brand sound. Further, a 2020 report from audio conglomerate Spotify found that audio ads had a 24% higher brand recall than visual ads.

Think back to the most memorable ads from television or radio for a moment—what comes to mind? Chances are some audio branding just popped into your head. (The fact that Victory Blinds and Lube Mobile’s phone number are so easily recalled says a lot about the power of a jingle, that’s for sure!)

Fast-forward to today and you’ll feel very familiar with the audio logos of brands like Netflix, McDonalds and Intel.

What is audio branding?

So, what is audio branding really? It can be a few things, but generally speaking it’s a strategic method of using audio elements such as music, jingles or sounds to establish a distinct and memorable brand identity.

Much like the rest of your branding, your audio branding should convey a brand’s personality, capture its intention and create a connection with its desired audience. They are carefully selected or designed to help you recognise a brand and capture its essence, making a lasting impression.

The unsung power of audio

Audio branding is not just about creating catchy jingles or memorable sounds; it has a profound impact on consumers’ perception of a brand. Let's dig deeper into why audio branding is worth incorporating into your overall brand strategy:

Emotional connection

The relationship between sound and human emotion is well-established. It can trigger memories, evoke feelings, and create a sense of familiarity. Audio branding allows you to tap into the emotional aspect of your audience’s brain and stir up feelings with your brand. When done right, the sound associated with your brand can evoke positive emotions, such as joy, excitement, or nostalgia, leading to increased brand affinity and loyalty

Brand recognition

Just like visual elements, sound can serve as a powerful brand identifier. When consumers hear a familiar sound associated with a brand, it triggers instant recognition—even before they see the brand logo or name. Audio branding can help you create a distinctive and memorable audio identity that sets your brand apart from the competition and helps consumers easily identify and remember your brand.

Immersive experience

Today’s consumers engage with brands through various touch points—from websites and social media to TV, radio, events, and more. By incorporating audio branding across these touch points, you create a consistent and cohesive multi-sensory experience for your audience. This holistic approach helps immerse your target market while reinforcing your brand’s message, personality, and values


In a crowded market, standing out from the competition is crucial. With audio branding you have another opportunity to differentiate your brand. A well-crafted audio identity can become part of your distinct and recognisable brand voice, setting you apart from competitors and leaving a lasting impression on your target audience

Crank up the volume on your brand

If you want to stand out and make the most of your marketing activities, it’s time to start making some noise with your brand’s audio identity!

With the right audio branding strategy in place, you can give your brand a unique voice that truly resonates with your audience. So go ahead and unleash your sonic creativity to build a brand that sounds as good as it looks!