Close your eyes for a second. Hear that “ta-dum”? You didn’t see a screen, you didn’t read a logo, but instantly, your brain went: Netflix.
That’s the magic of sonic branding. A two-second sound can trigger recognition, emotion, and even action. In a world where visual content is everywhere, sound cuts through the noise—literally.
According to research by PHMG, 60% of consumers believe music and sound can make a brand more memorable. And here’s the kicker: people process sound faster than visuals, meaning your brand voice might be more powerful than your brand color palette.
What Exactly Is Sonic Branding?
Sonic branding is the art of creating a unique audio identity for your brand. Think of it as your logo, but in sound. It could be:
- A jingle (McDonald’s: I’m Lovin’ It)
- A sound logo (Intel’s ding-ding-ding-ding)
- A custom playlist for in-store experiences
- Even a voice tone your brand uses on AI assistants like Alexa or Siri
Why It Works
1. Sound Is Emotional
Music and sound connect directly to emotions. That’s why a simple “ta-dum” can feel like comfort at the end of a long day, or why Apple’s “start-up chime” feels like innovation in a sound wave.
2. Brand Recall Goes Up
Studies show audio logos increase brand recall by 96% compared to visuals alone. Pair sound with storytelling, and you have a memory that sticks.
3. Consistency Across Platforms
Your logo might look different on a billboard vs. Instagram, but your sonic identity? Always the same. It travels with your brand everywhere,TV, podcasts, ads, even in-store.
Real-World Examples That Prove It
- Mastercard created a global sonic identity that plays at every point of transaction, from ads to point-of-sale machines.
- Coca-Cola uses that satisfying “pop & fizz” sound, instantly triggering thirst.
- Netflix’s ‘ta-dum’ is now so iconic it’s been remixed by Hans Zimmer for cinematic impact.
Why Your Brand Needs It Now
The world is shifting towards voice-first technology, think smart speakers, voice searches, AI assistants. By 2024, 55% of households globally are expected to own smart speakers. If your brand isn’t recognizable by sound, you’re already one step behind.
The Takeaway
Visual branding gets attention. Sonic branding gets into memory, and stays there. If your brand doesn’t have a sound strategy yet, it’s like showing up at a party without a voice.
At Glomm Digital Agency, we help brands create their own Netflix ‘ta-dum’ moment, because in the digital era, silence isn’t golden, it’s forgettable.