Listen up! Why Audio Branding Matters Now
For years, board rooms, brainstorming sessions and round tables the world over have resounded with the same idea: Without visual marketing, you’re irrelevant.
There’s no doubt that our era is one of total optical overwhelm, so it’s logical to think we need eye-catching graphics and instant visual cues to have any hope of capturing an audience’s attention. But what if, by obsessing over the visual landscape, we’re overlooking one of the most powerful marketing vehicles there is?
Enter audio.
Sound really resonates
Audio branding is the art of using voice, music and other sonic elements to define a brand identity. It refers to any sound that accompanies the experience of a product or service—online, offline or in between. And while it might not be the #1 element that comes to mind when we consider branding, it’s definitely one of the oldest and most iconic. Just think of it:
Victorian market sellers hawking their wares to passersby.
Jazz-infused radio jingles of the 40s.
McDonald’s “I’m lovin’ it.”
Spotify playlists by Starbucks.
iPhone’s sonic UI (those endlessly satisfying, tactile keyboard clicks or the reassuring snap of a locking phone).
Netflix’s ta-dum.
Audio branding is all around us, reaching deep into our sensory and emotional experience. Yet, even though it’s omnipresent, it still flies under the radar in conversations around branding.
Brand whispering
Unlike other formats, audio has a unique ability to travel with you. It can weave itself into your day, joining you on a morning commute, a shopping trip or a twilight jog. And, crucially, it often doesn’t require full attention in order to hit home.
As we spend more time with our speakers on and EarPods in, brands are reaching outside the box to craft new sonic signatures, audio ads, playlists and podcasts that flow naturally along with rhythms of a listener’s life.
Reebok is one example of a brand that’s integrating playlists into their output. Curating and collab-ing on mixes designed to energise listeners in the morning and relax them in the evening. In doing so, they’re illustrating the potential for brands to move beyond pure audio advertising and explore fresh opportunities for developing continuous, low-key brand-customer relationships that build loyalty in the long run.
But why is audio effective?
The science behind audio branding is powerful: sound taps straight into the brain’s emotional centre. Studies show that auditory stimuli trigger the limbic system, the part of our brain that’s responsible for emotions, memory and long-term recall. Unlike visuals, which require conscious processing, sound makes its way into our subconscious, imprinting itself faster—and more deeply—than other media.
This is why a well-crafted sonic logo or jingle can spark instant feelings of warmth and familiarity; why a single note can inspire trust, build excitement or bring on nostalgia—making sound one of the most potent tools in the branding arsenal.
Simply put, sound is a shortcut to feeling—and feeling is how brands make their mark.
Turning creativity up to eleven
When top creative minds dig into the world of audio, mind-bending things can happen.
In 2020, Beck’s Multi-Sensory Experiment in Brazil combined cutting-edge science with branding to deliver a high-impact promotional campaign that proved just how powerful sound can be.
During the campaign, members of the public were invited to a beer tasting session with a twist. While they enjoyed their complimentary Beck’s, they were exposed to low-frequency sound waves that made the beer taste less bitter. In this experiment, the branding team was tapping into auditory-taste interaction, a phenomenon rooted in how our brains process multi-sensory inputs. The frequency of the auditory stimuli essentially masked the bitter notes in the beer, completely changing how participants experienced the flavour.
Now that’s creativity at a whole new level.
What about the rest of us?
Okay, so we’re not all about to manipulate the scientific potential of sound frequencies to maximise our marketing campaigns. But building an audio identity doesn’t have to be brain surgery. Here are a few possible avenues to get your brand in people’s ears:
Curated playlists: Like Reebok, you can take the mixtape approach to communicate your brand’s vibe and invite customers into your world.
Sonic stamps: These are the one-second sounds that stick with you—chimes, swooshes, bass notes. They're a good way to create quick brand recognition in the saturated digital world.
UI sounds: Following on sonic stamps, rethink your app sounds to reflect your brand. Every tap, swipe and notification is an opportunity to build the brand experience.
Podcasting: This is a way to add a personal and narrative touch to your brand world. Whether educational, behind-the-scenes or focused on community-building, podcasts are a great way to create more intimate customer relationships, beyond basic advertising.
Real-world soundscapes: Does you brand have a physical location? Forget BBC1 blasting over the speakers. Instead, consider how you could use ambient sounds to turn spaces into curated brand atmospheres.
Bringing audio and video together: Audio is the secret sauce for unforgettable video ads. Don’t let sound be an afterthought. Bring it into discussions and let visuals and audio work together.
Hold messages: Got a phone line? Even wait time is a chance to reinforce your brand’s vibe. Why not ditch the muzak and transform your hold audio into a reflection of who you really are?
A lasting note
Even if you’re not about to launch a full audio campaign, take the time to ask yourself: what does your brand sound like? What emotions are you triggering with the audio that accompanies your content? How can exceptional copywriting boost and support your audio output? How will you make the most of audio to build your brand?
In a world saturated with visuals, building a distinctive sonic signature will elevate your brand’s presence, helping you stand out on a whole new level. So, consider this your invitation to make sound a bigger part of your brand world. The tools are within reach, and we predict that this trend is only going to grow stronger over the coming months and years.
(Oh, and we’re not alone! When our copy team recently attended CopyCon 2024 in London, audio branding specialists Kristie O’Brien & Alex Alcock of PHMG took to the stage to underscore the power of sound in marketing. We love to hear it!)
