New Study: Elevating Brand Experience Through Sound
Brands are constantly seeking innovative ways to stand out and create memorable connections with their audiences. While visual branding has long been a cornerstone of marketing strategies, the significance of sonic branding—utilizing sound to convey a brand’s identity—has been gaining unprecedented traction.
According to recent research from Edison Research’s Infinite Dial study, audio consumption is on the rise, with an estimated 201M individuals in the U.S. listening to online audio weekly, and an estimated 98M individuals in the U.S. listening to podcasts weekly. These numbers highlight a critical opportunity for brands to leverage sound as a powerful tool for engagement. As people increasingly engage with audio through podcasts, streaming platforms, social media, and product UX/UI/apps, the need for distinct audio branding is now crucial.
What is Sonic Branding?
Sonic branding encompasses the use of audio elements to evoke emotions and reinforce brand identity. It’s about creating an auditory signature that resonates with consumers and complements the visual elements of branding. Companies like McDonald’s with their iconic “I’m Lovin’ It” tagline or Intel with their four-note sonic logo have shown how effective sound can be in embedding a brand into cultural consciousness.
Impact on Consumer Perception
At Veritonic, we have produced a plethora of research in recent months that breaks down the influence of audio on consumer perception and behavior, including how 77% of consumers can recall a brand more easily when they associate it with a specific sound. Furthermore, brands that effectively use audio are viewed as more trustworthy and relatable. This suggests that a well-crafted sonic brand not only enhances recognition but also fosters emotional connections.
Omnichannel Integration
In the omnichannel marketing environment of 2024-2025, integrating sonic branding across multiple touchpoints—such as social media, digital ads, and check-out experiences—is vital. A cohesive audio identity allows brands to create a seamless experience for consumers, reinforcing recognition whether they’re advancing through a podcast or walking past a store. For instance, a brand might use the same audio logo in a YouTube ad and as the sound cue in its mobile app, creating a cohesive experience that strengthens brand recall.
The Bottom Line
As you begin to plan your marketing strategy for the year ahead, be sure to keep the power of sound in building lasting connections with your audience in your plan. With audio consumption on the rise and the potential for enhanced brand recall and emotional engagement, incorporating sonic branding into your marketing strategy is no longer optional—it’s essential. By crafting a distinct audio identity, brands can ensure they not only reach their audience but also resonate deeply with them, creating a lasting impact in a crowded marketplace.
