When you picture a brand, what stands out first? For most, it’s a logo, colors, maybe a slogan. But what about the sound? In today's hyper-visual world, the role of sound is often underestimated, yet it’s every bit as crucial. This is where audio branding comes in: the strategic use of sound to build, reinforce, and elevate your brand presence.
This article explores the importance of audio branding in marketing. Drawing insights from voice actor and audio branding advocate Jodi Krangle’s interview on The Pod Files podcast, we’ll also examine what audio branding is, how it works, and share powerful audio branding examples to inspire you, whether you’re a marketer, entrepreneur, or agency professional considering your brand’s next move.
What Is Audio Branding? Defining the Sound of Brands
Audio branding, also called sonic branding or sound branding, refers to the deliberate use of audio elements to define and represent a brand’s identity. But what is audio branding in practical terms?
Jodi Krangle, who provides voiceover services for major brands like Dell and Nespresso, describes audio branding as the art and science of aligning brand sound identity with the brand’s core values and audience expectations. This can include everything from sonic logos (think Intel’s iconic chime) to product sounds, music in commercials, podcast intros and outros, on-hold music, and even the voice your brand chooses for customer service.
“You get the information from the visuals, you get the heart from the audio.” —Jodi Krangle, The Pod Files podcast
That heart is what separates a forgettable ad from one that is genuinely memorable, and, more importantly, emotionally impactful.
Why Audio Branding Matters in Modern Marketing
In an era saturated with visual clutter, brands struggle to stand out. Attention spans are shrinking, and customers are often reaching for the "mute" button. Yet, as Jodi Krangle says, “the sound that [brands] put on their visual is just as important as the visual, if not more.”
Here’s why audio branding should be at the core of your marketing strategy:
Emotional Connection: Sound evokes emotion quicker than visuals. A melody, a tone, or a voice can instantly trigger nostalgia, excitement, reassurance, or urgency.
Brand Recall and Recognition: Audio cues—like a well-crafted sonic logo are processed faster and stick longer in memory than images. This creates strong associations and brand recall.
Consistency Across Platforms: From podcasts to radio, social media clips, and commercials, a unified approach to your audio brand builds recognition and trust across all touchpoints.
Accessibility: Great audio branding ensures your brand is accessible to all, including those for whom visuals may not be primary (think: visually-impaired audiences).
Standing Out Amidst Noise: “If you’re not putting out a really good product that has the whole package… you’re going to be lost in a sea of average.” With so much advertising noise, a distinctive sound gives your brand the edge.
Audio Branding vs. Sonic Branding: Are They the Same?
If you’re wondering what is sonic branding, or how it differs from audio branding, you’re not alone. The terms are often used interchangeably.
Sonic branding is sometimes used to emphasize a broader, more immersive approach that includes not just music and logos, but the overall “sonic identity”, the holistic, multi-sensory soundscape a brand creates. However, in practical usage (and as described by Jodi Krangle and many leading audio branding companies), the two concepts largely overlap. Both focus on using audio strategically for branded communication.
How Does Audio Branding Work? Key Elements & Process
So, what goes into building a powerful brand sound identity? Here are the main components:
1. Sonic Logos
A sonic logo is to your ears what a visual logo is to your eyes, short, easily recognizable, and full of brand meaning. Think of tones like the Netflix “ba-dum,” or the McDonald's “I’m Lovin’ It.”
Krangle points out, “you can make [a sonic logo] in so many different ways, depending on what tempo you use, what instruments, what song it’s in the middle of… it’s just so versatile.”
2. Signature Music & Jingles
A musical phrase or theme that consistently accompanies branded messages. Think Coca-Cola’s holiday music or the classic Windows startup sound—a “universe you can explore,” as podcast host Bogdan Bratis describes it.
3. Brand Voice (Voiceovers)
The voice you choose to represent your brand in ads, on customer service lines, or in podcasts is a fundamental part of your sonic identity. Krangle stresses that the right voice conveys trust, warmth, and brand personality.
4. Product & UI Sounds
The chime when you open a device, notifications, or even the sound of a car door closing, these contribute to brand recognition and user experience.
5. Soundscapes & Environmental Audio
For physical spaces, like stores, museums, or even hospitals, sound can shape ambiance and influence behavior. Krangle gives examples of soundscapes in children’s hospitals that make environments less intimidating and more comforting.
The Business Impact: Audio Branding Examples
1. Netflix's Sonic Logo (“Ba-dum”)
Krangle singles out Netflix’s intro sound as her favourite:
“It sets you up to be excited about what comes next. That’s the emotion I get from it.”
This micro-melody does more than brand Netflix’s shows, it signals entertainment, relaxation, and anticipation.
2. McDonald’s “I’m Lovin’ It”
The McDonald’s sonic logo originated from a Justin Timberlake song, later distilled into five notes. Its flexibility means it adapts to seasonal or campaign moods and is instantly recognisable to billions.
3. Microsoft Windows Startup
For millions, the classic Windows startup chime triggers both nostalgia and associations with productivity and technology. It’s a “branding” moment that happens every time users turn on their PCs—a masterclass in repeat exposure.
4. Hospital Soundscapes
As a judge for the International Sound Awards, Krangle highlights how even non-commercial spaces use sound, like sound-designed children’s hospital wards that improve wellbeing and comfort.
Audio Branding in the Age of AI
With the rise of AI-generated voices and music, it might be tempting to automate brand audio. But as Krangle notes:
“AI is great for productivity. It’s not good for connectivity… It helps us produce, enhance what we already have produced, but it doesn’t connect us with one another.”
Real human voiceovers and custom-created music provide authenticity and emotional resonance that AI-generated audio can’t match, at least not yet. For brands aiming to build lasting connections, investing in human-driven audio branding services is crucial.
Working with an Audio Branding Company: Why Go Pro?
While some brands experiment with DIY approaches, most established businesses hire an audio branding company or studio for their expertise. Professional audio branding services offer:
Strategic audits of your brand and audience
Development of unique sonic identity or guidelines
Creation of original music, sonic logos, and sound libraries
Voice casting and direction
Consistency in production values across all channels
A great audio branding company doesn’t just make things sound good, they ensure that every sound aligns with your brand’s values, personality, and market objectives.
How to Build Your Audio Brand: Steps for Marketers
Ready to approach your audio branding journey? Here are actionable steps:
Audit Your Current Sound What do people currently hear from your brand? Listen to your ads, website, app, customer service lines, and physical spaces.
Define Your Sonic Identity Work with experts to determine what emotions, values, and messages your brand sound should convey.
Create Key Assets Commission a sonic logo, select a brand voice, develop audio templates, music beds, and perhaps unique product sounds.
Deploy Across Platforms Ensure consistency across all marketing and customer experience channels.
Test and Optimize Gather feedback from real users, does your audio spark the emotion and recall you want? Adjust as needed.
Protect Your Assets Just like visual trademarks, sonic logos and original sounds should be registered and protected.
Common Pitfalls and How to Avoid Them
1. “One-Off” Audio Projects
Treating each ad or campaign as standalone leads to inconsistency. Instead, develop an enduring audio brand system.
2. Underestimating the Role of Voice
Krangle reminds us: “You may be able to speak well, but can you speak someone else’s script so it sounds like your own?” Professional voiceover artists deliver nuance and credibility.
3. Over-Reliance on AI
While AI tools can assist in tedious tasks or inspire creativity, only human-created or human-refined sound will connect emotionally.
4. Neglecting Sound in Physical Spaces
Stores, clinics, offices, and events also need a branded audio environment. These “micro-moments” of sound impact perception and loyalty.
Final Thoughts: Audio Branding Is the Future of Brand Growth
As Jodi Krangle sums up, “audio branding could be your secret weapon for explosive growth.”
Brands that ignore audio risk being drowned out in a cacophony of competitors. Those who invest in sound can create emotional resonance, boost recall, and build trust, outlasting the fleeting attention garnered by visuals alone.
Audio branding isn’t a trend. It’s a necessity for modern marketing, storytelling, and customer connection. As more brands catch on, the bar will only rise. Your brand’s sound identity will be as fundamental as your logo or tagline.
Quick FAQ: Audio Branding Terms
What is an Audio branding company?
A specialist firm that creates cohesive sound identities for brands.
What is audio branding?
The strategic use of sound, music, and voice to establish brand identity and foster emotional connection.
Sonic branding definition
Another term for audio branding: building a brand’s “sonic identity.”
Sonic logos
Short, memorable audio cues linked to brands, like jingles or tones.
Brand sound identity
The unique set of audio characteristics representing a brand.
Audio branding examples
Netflix’s “ba-dum,” McDonald’s “I’m Lovin’ It,” Microsoft Windows startup sound.
Ready to Elevate Your Brand Through Sound?
Whether you’re a startup, a global giant, or somewhere in between, your sonic identity can set you apart. The most powerful brands of tomorrow are already getting heard. Will yours be one of them?
Let Jodi Krangle’s passion for the power of sound inspire your own journey. Consider partnering with audio branding services for a more memorable, connected, and successful brand experience.
CEO & Founder of Saspod. Podcast Producer & Digital Marketing Expert. I'm based in Glasgow, where on the side I play keyboard in function bands throughout Scotland, and I'm addicted to coffee.
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