Brand audio is the strategic use of sound and music to reinforce a brand’s identity and connect emotionally with its audience. This includes two main elements: the brand tune, which is the distinctive musical theme representing the brand's style and atmosphere, and the brand sound, which typically involves a short audio-visual animation featuring the logo and/or brand slogan. Both elements work together to create a cohesive auditory experience that enhances brand recognition and memorability across various touchpoints, including video content, social media, podcasts, and advertisements.
A well-designed brand audio strategy goes beyond just choosing a catchy tune; it should reflect the brand’s values, mood, and overall identity. Whether it's the iconic heartbeat of Audi or the cheerful jingles of McDonald's, audio branding plays a critical role in building emotional connections and strengthening customer loyalty. Brand audio helps create an immersive brand world, influencing how people feel and interact with the brand in auditory environments.
Brand Audio: Why It Is Important
Brand audio is a powerful branding tool because it taps into emotions and memory in ways that visual elements cannot. Sound has the ability to evoke specific feelings, enhance mood, and even change behavior. With the rise of digital and video content, audio branding has become essential in creating a multi-sensory experience that connects with consumers. The strategic use of sound in branding increases recall, emotional engagement, and loyalty. A consistent brand tune and brand sound help form a complete brand identity that is not just seen but also heard, making the brand more memorable.
How Your Brand Audio Can Contribute to a Clearer Brand Strategy, Better Brand Recognition and Higher Customer Loyalty
Brand audio plays a pivotal role in strengthening a brand’s overall strategy by giving it a recognizable and consistent auditory identity. Just as a brand palette ensures that colors evoke the right emotions and associations, a brand tune or brand sound ensures that auditory experiences reinforce the brand's values and message. Consistently using the same audio elements across various platforms builds strong brand recognition, making it easier for the target audience to associate specific sounds with the brand. In turn, this fosters higher levels of customer loyalty as these sounds become ingrained in the audience’s emotional connection to the brand.
Brand Audio: What Is Its Function?
The primary function of brand audio is to provide a consistent and distinctive auditory experience that reinforces the brand’s identity. The brand tune serves as a sonic logo, representing the overall mood and essence of the brand, while the brand sound typically appears in short animated sequences, further embedding the brand into the consumer's memory. These elements can be used in various forms of media, from video ads and social media content to podcasts and in-store experiences. brand audio creates a bridge between the brand’s visual identity and its emotional impact, turning auditory cues into powerful marketing tools.
Brand Audio: A Real-World Scenario
A great example of effective brand audio is Intel’s five-note jingle, which has become synonymous with the brand over decades. This simple, memorable sound reinforces Intel’s high-tech positioning and has been used consistently across all their marketing and media. Another strong example is Netflix’s “ta-dum” sound that plays every time a show starts on the platform. This iconic brand sound has become an integral part of Netflix’s brand identity and adds to the anticipation of watching a show.
How to Define Your Brand Audio
When developing a brand audio strategy, it's essential to select audio elements that align with the brand's personality, values, and emotional tone. First, focus on the brand tune, which should be a short, memorable piece of music that reflects the brand’s atmosphere. Consider using platforms like Epidemic Sound or AudioJungle to find royalty-free music that matches the brand’s identity. Alternatively, use AI-powered platforms like Soundful to create custom music that can be exclusively licensed for the brand.
Next, create a brand sound—a short animation paired with sound that can be used in visual media to reinforce the brand’s logo and tagline. Canva Pro provides easy-to-use tools for animating logos and adding sound, ensuring that the brand sound integrates smoothly with other visual elements. The key is to maintain simplicity and consistency across platforms to reinforce the brand’s identity.
Brand Audio: Best Practice
Coca-Cola’s “Taste the Feeling” audio branding is a good example of how sound is used to create an emotional connection. The uplifting music, paired with the sound of a Coke bottle opening and the signature fizz, creates an immersive experience that is instantly recognizable. It taps into the joy and refreshment associated with Coca-Cola’s product, making the brand sound integral to its advertising campaigns.
Similarly, Mastercard uses a distinctive sound every time a customer makes a payment through its systems, creating a sense of trust and reliability with its brand sound. This has made Mastercard's audio identity an integral part of its customer experience, differentiating it from competitors in the payment industry.
Brand Audio: What to Avoid
When creating a brand audio strategy, it’s important to avoid sounds that are too complex, overwhelming, or that clash with the brand’s visual identity. Overly intricate soundscapes can confuse consumers and detract from the message, while sounds that don’t align with the brand’s personality or values can create a disconnect. Additionally, using generic, overused sound effects or music can make the brand seem unoriginal or forgettable. Finally, it’s key to ensure that the sound works well across different devices and platforms to maintain consistency and clarity.
When to Define the Brand Audio in the Branding Process
To ensure perfect alignment, the Brand Audio must be defined before the Color Coding, and after the Brand Sound.
