In a world where a consumer meets hundreds of marketing messages a day, the question of how brands use music is becoming one of the most important strategic topics.
What is sonic branding and why does it matter so much today?
Sonic branding, also known as audio branding or a sonic identity, is a strategy for building a brand's identity through sound. It covers everything: from a sound logo for a company, through distinctive app sounds, to music in advertising and UX audio on websites and in mobile apps.
In a world dominated by the visual message, adding a sound layer gives a brand a third dimension of communication - emotional and memory-based.
Sound can work at deeper levels of the audience's consciousness than image. As a result, well-chosen music strengthens the message, builds engagement and an emotional bond that later translates into user action - from clicking an ad to buying a product. We break down exactly this mechanism in the post on what audio branding and a brand's Audio DNA are.
The role of music in advertising: from emotion to loyalty
Research confirms that music in advertising builds an emotional bond with the audience, and that its rhythm, tempo and character directly influence how people feel. Melodies and harmonies attract attention, underline the narrative and make an ad stick in the memory.
That is exactly why marketers increasingly plan a presence for music across media: from music for online advertising, through music for a TV spot, to music for social media ads and music for promotional video.
Sonic elements of communication can support storytelling, strengthen the atmosphere and, as a result, attract audiences and build their engagement. That in turn affects the brand's credibility and its long-term relationships with customers. We gathered the hard numbers behind this impact in the post on why sound sells.
Sound beyond advertising - in the app and the product
Sound is no longer limited to campaigns. In the age of digitalisation, music for a mobile app and music for the user interface are becoming an integral part of the user experience. Subtle UX sounds, notifications and a device start-up sound are elements that build the overall perception of a brand and its professionalism.
Brands that deliberately use sound - both in apps and in campaigns - create a coherent, multisensory image. Such a process requires an understanding of what the audio branding process looks like and how to fit it to the brand's strategy.
Where to source music and sounds?
When planning activity, it is worth considering different sources of music. Music for an ad campaign and music for a mobile app can be made to order, giving full control over sonic identity, but you can also reach for ready-made music libraries and sound effects. Every solution has its place in a strategy - depending on the goals, the budget and the level of uniqueness expected.
It is worth remembering, though, that music and sounds should be:
- matched to the target group - understanding the audience is key when choosing the style and character of the music,
- consistent with the campaign narrative - the soundtrack has to work with the message and tone of the communication,
- legally licensed - legal questions matter when using music from libraries or external compositions,
- part of a long-term strategy, not a one-off add-on to a campaign.
Applications of sonic branding in practice
Beyond advertising, sound can be present at many customer touchpoints:
- music for a retail display and music for a showroom - in places where products are physically present,
- app and notification sounds - strengthening the user experience,
- dedicated playlists on streaming platforms - building community engagement and a bond with the brand,
- event sponsorship and music collaborations - engaging target groups directly through experiences.
What a jingle is within this system, and what a full identity is, we explain in separate posts.
