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Introduction to Sonic Branding

What is Sonic Branding?

Let’s kick things off by breaking down what sonic branding actually is. Sonic branding, or audio branding, is a subset of brand strategy where sound is used to reinforce the brand’s identity. It’s like a brand’s acoustic fingerprint, a unique audible expression that communicates its values, persona, and message in a way that resonates with the audience.

The Importance of Sonic Branding

Sonic branding is crucial in today’s digital age. Why, you ask? With the rise of voice-activated devices and audio streaming platforms, brands now have more auditory touchpoints with consumers than ever before. It’s no longer just about how a brand looks; it’s also about how it sounds. Sonic branding can evoke emotions, create brand recognition and increase recall – all of which are key to fostering strong brand loyalty.

Sonic Branding Elements

The sonic logo, or audio logo, is a short distinctive melody or sound used to identify a company. Remember the catchy McDonald’s whistle? That’s a sonic logo. It’s the audio counterpart of your visual logo and should encapsulate your brand’s essence in a few seconds.

Brand Theme

A brand theme is a longer piece of music that embodies the brand’s personality. It’s like the soundtrack to your brand’s story, used in advertising and other branded content to evoke the desired emotions and associations.

Brand Voice

Brand voice is not about a literal voice (though it can be). It’s more about the tonal quality and style of all audio content produced by a brand. It needs to be consistent, just like the visual elements of your brand, to ensure it’s easily recognisable and conveys the right brand identity.

The Psychology Behind Sonic Branding

Sonic Branding and Emotion

Ever felt a sense of nostalgia when hearing an old song? Or felt your heart race during the tense climax of a film, driven by the soundtrack? That’s the power of sound. It triggers emotions. In sonic branding, we harness this power to create a visceral, emotional connection with the audience.

Sonic Branding and Memory

Did you know that sound is also closely linked to memory? It’s true – our brains are wired to remember sounds and associate them with particular events or experiences. This makes sonic branding a powerful tool for enhancing brand recall. Imagine your brand’s sonic logo triggering a positive memory every time it’s heard – now that’s effective branding!

Brands that consistently use their logo have 36% higher audio scores than those that rarely or never use their logo in market.

Brands that consistently use their logos have 88% higher recall than those that rarely/never use their logos in market.

Brands that consistently use their logos score 10% higher overall for creative resonance than those that rarely/never use their logos in market.

Successful Examples of Sonic Branding

McDonald’s “I’m Lovin’ It”

McDonald’s “I’m Lovin’ It” jingle is a classic example of sonic branding done right. It’s catchy, upbeat, and instantaneously recognisable worldwide. The simple, happy melody encapsulates the brand’s fun-loving, carefree persona perfectly.

Expo 2020 Dubai

At the Expo 2020 Dubai, WithFeeling was instrumental in developing the theme song, sound strategy, soundscapes, and announcement messages, creating an immersive auditory experience for all attendees.

Intel’s Signature Sound

Intel’s signature four-note ‘bong’ is another outstanding example. Despite being less than a second long, this sonic logo is incredibly distinctive and synonymous with the Intel brand. It’s a testament to how a tiny piece of sound can make a big branding impact.

Dubai World Cup (Dubai Racing Club)

WithFeeling was entrusted with crafting the sonic identity ‘Dubai Millennium’ for the prestigious Dubai World Cup, encapsulating the energy and excitement of the event.

WithFeeling Sonic Branding Reel

The Process of Creating a Sonic Brand

Understanding the Brand’s Personality

The first step in creating a sonic brand is to understand your brand’s personality. What are your brand values? What’s your brand voice? Just as in visual branding, these elements should guide the creation of your sonic brand.

Designing the Sonic Elements

Next, it’s time to design your sonic elements. This process is a blend of art and science, requiring musical talent and a deep understanding of the emotional and psychological effects of different sounds. Remember, consistency is key – your sonic elements need to work in harmony with each other and your overall brand identity.

Signing off – Introduction to Sonic Branding

Sonic branding is an exciting field that merges psychology, music, and marketing to shape consumer experiences and drive brand loyalty. As we move into an increasingly audio-focused world, it’s an element of brand strategy that’s set to grow in importance. So, the next time you’re considering your brand strategy, don’t just think about how you look – think about how you sound.


  1. What is sonic branding? Sonic branding, or audio branding, is a part of brand strategy where sound is used to reinforce a brand’s identity.
  2. Why is sonic branding important? Sonic branding is important as it creates brand recognition, evokes emotions, and increases recall. It is particularly relevant in today’s digital age with the increase in voice-activated devices and audio streaming platforms.
  3. What are the elements of sonic branding? The key elements of sonic branding are the sonic logo, brand theme, and brand voice.
  4. What is a sonic logo? A sonic logo, or audio logo, is a short distinctive melody or sound used to identify a company.
  5. How is a sonic brand created? Creating a sonic brand involves understanding the brand’s personality and designing the sonic elements based on this understanding.