Importance of Sonic Identity

sonic branding

Sound has become a very important tool to create an identity for a brand and an everlasting tool to build customer relationships

Music is popular because it has the power to make us feel things and enriches our lives with variety and experience. People who are alone often feel anxious and lonely, but we’ve seen how music and sounds can calm, bring people together, and connect them even when they can’t be there in person.

Music has the power to gently encourage you to start the day , and calming off the day may all be accomplished with the help of music. By tapping into the mystical potential of attentive listening, people have stood to gain tremendously

After the pandemic, many people turned to audio as a source of comfort and genuine connection. Podcast popularity has increased by 100% this year, and it is believed that 50% of all searches are now conducted via voice.

Pay attention! Brands

It’s quite evident that the roles performed by music and sound have never been more vital, and that they are reaching more people in more consequential ways than ever before. Accordingly, companies should take heed and include music in their brand’s structure.

The use of audio in advertising is not novel. In recent years, we’ve seen several well-known companies invest in developing their own unique musical identities, such as Mastercard, Formula 1,  the ringtone that comes pre-installed on every Apple iPhone, McDonald’s “I’m Lovin’ It,” and Intel with its “Intel Inside” tagline.

But few companies have considered how their brand comes across to the outside world. Many companies do indeed have rules for voice and tone, but voice and tone are not the same things as sound. The significance of sound is based on one key factor: time. And Intel is among the greatest instances of quick and efficient acoustic branding.

To boost its famed “ta-dum” sound, Netflix released a new version of its aural logo for theatres, composed by Hans Zimmer. Before working with Zimmer, Netflix already had the most well-known brand in the world, but now their sound is also known all over the world. Moreover, Netflix has beefed up its current iteration’s flagship audio feature.

The “ta-dum” from Netflix is more than simply a sound effect. It affects viewers, making them sit down on the couch for a few hours of escape with the expectation of wonderful amusement.  Sound is an integral part of any successful brand; while the original acoustic logo made our living rooms seem like movie theatres, Zimmer’s version made movie theatres feel like large venues.

To brand in sound takes more than a catchy tune

What we call “audio branding” is the practice of using distinctive sounds or pieces of music to convey a company’s values and personality. There is more to it than just memorable commercial tunes. Audio branding can include anything from the Skype connection sound to the “tan tan tatan” sound that comes after every Britannia commercial. The goal is to give your company a distinctive sonic identity that will become instantly identifiable to customers.

Sound beyond logos

But aural emblems are only the beginning. Acoustic branding involves monitoring the sonic experiences of all consumers and touchpoints in all markets, which requires a more comprehensive approach than you may expect. It’s a means to get your name out there and build relationships with individuals in ways that regular communication doesn’t allow.

Benefits of audio branding

  • Develop a brand identity that stands out and is easy to recall. You might think of sonic branding as the “caller ID” for a brand, albeit in the form of sound. After hearing the sound of the tag a lot in situations that are in line with how the brand is positioned, people will start to associate it with the emotions that the company wants them to feel. With the correct aural tag, consumers of different mediums will automatically think of your business.
  • Think of a new strategy to promote your brand’s values. To successfully implement audio branding, you need to create a unique audio DNA that represents the values and personality of your brand in a way that can be used as a universal identifier across all of your brand’s touchpoints. Everything from ads to showrooms to phone calls to social media posts must have the same tone and vibe.
  • Influence the mood of your clientele. Several studies have shown that playing soothing music in the background helps clients feel less stressed and anxious. Various additional studies have revealed ways to boost sales.
  • Build consumer confidence in your brand. Trust is a brand’s most valuable asset, and consistent behaviour is the best approach to establishing trust. Instead of relying on licensed music, a company that takes a targeted approach to develop its sound may provide consistency to consumer experiences, which can help establish credibility. While using licensed music might increase recall and impact, it can also work against a company if the song doesn’t reflect its core beliefs. And the noise and chaos that unintentional impact creates.

Should you use music for your brand?

Even though sonic branding is very effective, it may not be the best choice for every business. That being said, it’s worth considering whether or not to add some music to your brand. The following are some examples of when sonic branding might be appropriate:

If any of the following apply to you: 

  • Using audio or video media to promote your brand  across media
  • Hosting podcasts or vlogs 
  • The company produces a product that would be complemented or enhanced by incorporating original sounds into its functionality (like computers, cell phones, or home appliances); 
  • Content platforms or producing audiobooks


Indeed, music and sound are global languages that bridge boundaries between people, places, and traditions. The ultimate goal of any business should be for its products to be known and used all over the world.

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