Many decision-makers still ask themselves: how does music affect sales, and does music in advertising really work? The answer does not lie in intuition or taste, but in neuropsychology. Research clearly shows how sound influences buying decisions - faster than image and far deeper than the written word.
Before we get to the numbers, though, it is worth starting with the basics: what is audio branding? In short, it is the strategic use of sound and music to build a brand's recognition, its character and an emotional relationship with its audience. It covers both a sound logo for a company and the full spectrum of applications: from ads, through apps, to physical retail spaces.
Why do a few seconds of sound work so effectively?
One of the most powerful elements of audio branding is a short intro - a brand music intro. It is a sound lasting just a few seconds that can encode a brand in the audience's memory faster than a logotype.
This happens because the human brain remembers sound patterns after just one or two listens. It is the foundation on which the psychology of music in marketing rests - and the reason a company jingle can be more effective than a thirty-second spot.
It is not without reason that the biggest global brands consistently invest in sound. How do brands use music? The examples are widely known - and that is exactly why they are effective. We break down the practical applications in the post on how sound strengthens a brand in advertising. These are classic sonic branding examples that work whether or not the audience likes a given brand. Sound simply stays in your head.
The role of music in building a brand - far broader than advertising
For many companies, music is still mainly associated with advertising. Yet the role of music in building a brand goes far beyond music for an ad campaign, music for a promotional film or music for a TV spot. Sound is increasingly designed as part of the user experience too.
This applies to areas such as:
- music for online advertising and music for social media ads,
- music for promotional video,
- music for a mobile app and app audio branding,
- music for the user interface and system sounds for a product,
- music for an electronic device or a device start-up sound,
- and even music for a mobile game or music for a children's app.
Each of these elements can carry a brand's identity and be a way to set the brand apart through sound. We show what this looks like in practice using the example of the eBilet scanner sound - a touchpoint few would think of as a carrier for a brand.
Custom or stock? Key decisions on cost and image
Here comes the inevitable question: is it worth investing in music for the brand when royalty-free music is available? The royalty-free vs custom dilemma affects most companies today. Stock is cheaper and faster, but it carries the risk of a lack of uniqueness. That is why marketers increasingly ask: is it better to buy stock or to commission music?
The decision has consequences that are not only creative but also commercial. How much does music for an ad cost, how much does a jingle cost, how much does audio branding cost, what is the cost of composing music for a brand - these are legitimate questions, but they should not be considered in isolation from copyright.
A music licence for advertising and copyright in advertising music can be far more problematic with stock than with bespoke music. Hence the growing interest in phrases like bespoke music price or jingle price.
A process that starts with strategy
A professional audio branding process starts not with sound, but with the brand. With answers to questions like: how to build a consistent sonic identity for a brand, which elements make up sonic branding, and whether audio branding makes sense for a small company. Only then does the sound appear - designed, considered and scalable.
In a world where it is ever harder to stand out visually, sound is becoming one of the last genuinely effective areas for building an advantage. Because you can close your eyes. But you cannot close your ears.
