soft branding

In today’s competitive business landscape, creating a strong and distinctive brand identity is essential for success. While visual elements like logos and colours play a significant role, an often overlooked aspect is the power of sound in shaping brand perception. Sonic branding, also known as audio branding, has emerged as a powerful tool to establish a unique and memorable brand identity in the minds of consumers. In this blog post, we will explore the impact of sonic branding, clarify its differences from audio branding, provide examples of successful sonic branding campaigns, and delve into the concept of the sonic identity of a brand.

The Power of Sonic Branding:

Sonic branding harnesses the power of sound to evoke emotions, create associations, and enhance brand recall. By incorporating distinct audio elements such as jingles, sounds, or melodies, brands can create a sonic identity that resonates with their target audience. This auditory experience leaves a lasting impression and fosters a deeper connection between the brand and its customers.

Is Sonic Branding the Same as Audio Branding?

While often used interchangeably, sonic branding and audio branding are not entirely the same. Sonic branding refers specifically to the strategic use of sound elements to establish a brand identity, while audio branding encompasses a broader scope, including the use of sounds and music in various brand-related contexts.

To understand how to establish an event identity through branding, explore the blog post “Branding Brilliance: Establishing Event Identity.”

Examples of Sonic Branding:

Many successful brands have embraced sonic branding to enhance their recognition and consumer engagement. One of the most iconic examples is the Intel Inside jingle. This five-note sonic logo has become synonymous with Intel and is instantly recognizable worldwide. Another example is the McDonald’s “I’m Lovin’ It” jingle, which reinforces its brand message in a catchy and memorable way.

The Sonic Identity of a Brand:

The sonic identity of a brand is a holistic representation of its unique audio elements. This includes the brand’s sonic logo, jingles, sounds, voiceovers, and even the music used in commercials or marketing campaigns. A well-crafted sonic identity reflects the brand’s personality and values, amplifying its overall identity and ensuring consistency across various touchpoints.

To learn about soft branding and how it can create a subtle yet impactful corporate identity, visit the blog post “Soft Branding: Creating a Subtle and Memorable Corporate Identity.”

Why Sonic Branding Matters:

Sonic branding matters for several key reasons:

  • Brand Differentiation: In a crowded marketplace, sonic branding sets a brand apart from its competitors and helps it stand out in consumers’ minds.
  • Emotional Connection: The power of sound triggers emotions, allowing brands to create a deeper and more emotional connection with their audience.
  • Brand Recall: A well-crafted sonic identity increases brand recall, ensuring that consumers remember and recognize the brand easily.
  • Multisensory Experience: Sonic branding adds a layer of multisensory experience to a brand, complementing its visual elements and creating a more holistic brand perception.


In today’s digital age, harnessing the power of sonic branding is crucial for businesses aiming to leave a lasting impact on their audience. By creating a distinctive and memorable sonic identity, brands can evoke emotions, enhance brand recall, and forge a deeper connection with their customers. As you work to build and refine your brand, consider incorporating the power of sound through sonic branding to shape a remarkable brand identity that resonates with your target audience.