A Slice Of... Why Consumer Brands Should Consider Sonic Branding (No. 35)
Why Consumer Brands Should Consider Sonic Branding.
What Does Your Brand Sound Like?
In an era of visual overload and shrinking attention spans, brands are constantly searching for new ways to cut through the noise and clutter. While many have a brand logo, tone of voice and robust graphical design system, a powerful tool is often overlooked: sound.
Sonic branding, also known as audio branding is the strategic use of sound to express and reinforce brand identity. From Netflix’s unmistakable “ta-dum” to the Intel chime or the "beep-bop-beep-beep-bop" of the F1 notification (thats the best I could manage), these aren’t just sounds they are instantly recognisable memory anchors, emotional triggers, and trust builders.
When done well, sonic branding becomes as recognisable as a logo or tagline. It’s about creating an identity your audience can hear and feel, even when your design system and brand logo aren’t present.
Today’s media landscape is increasingly audio-driven. From podcasts and audiobooks to TikTok and app notifications, sound has become a dominant force in how people consume content and connect with brands.
Here’s what makes sonic branding so effective:
- Speed of recognition: Sound is processed faster than visuals, helping your brand become instantly recognisable.
- Emotional depth: Music and the human voice can evoke powerful emotions. Everyone recognises the Jaws theme! Quick recall is essential for building loyalty and trust.
- Cross-platform consistency: Whether it's a podcast intro or a TikTok clip, your sonic identity unifies your brand across formats, even when you can't see it.
- Future-proofing: As voice search and audio-first experiences grow, brands that don’t sound like anything risk being forgotten.
Sound has always been a shortcut for recognition. Think of the clatter of horse hooves, the ring of a church bell, or the buzzing of a wasp , your brain knows what these mean before you consciously think about it.
It’s the same in marketing. A distinct sound can tell your audience who you are, your values and what you stand for in miliseconds.
Research recently showed that nearly three quarters of Europeans recognise the Nokia ringtone and associate it directly with the brand, amazing eh? That’s the power of a well-designed sonic identity that makes the brand pop straight into the head of the consumer.
Visual branding will always be important. But in a world where people are listening just as much as they’re looking, your brand needs to sound as good as it looks.
Using these audio logos, the best marketers understand that audio is no longer optional, it’s a core part of storytelling and brand recall.
So, it’s time to ask, What does your brand sound like?
You can find our contact details below:
Alan Gilbody on Linkedin:
Slice Design Company website https://slicedesign.co.uk
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