Audio branding: the sounds that make a brand unforgettable
The world is getting louder and louder – podcasts, voice-activated assistants and digital soundscapes are becoming commonplace in our everyday lives. How can you use targeted sonic branding to make your product stand out above the noise?
Audio branding: why brands need a distinctive sonic identity
With the boom in podcasts, streaming services and voice-activated assistants such as Alexa, Siri and Google Assistant, a new channel is emerging via which brands can interact with their target groups: audio. But to be heard in this world of sound, brands need a clear audio or sonic identity.
The power of sound
According to the “Using audio to build brands” study by ARD MEDIA and RMS (2023), sound-based advertising strategies can contribute to brand success. Audio branding can be used to embed companies and their products in the minds of potential buyers on a long-term basis, acting as a strategic brand-building tool and increasing mental availability and potential market share. Find out more here: ARD MEDIA study 2023 (in German only).
What is audio branding?
Audio or sonic branding refers to the development and strategic use of acoustic elements that make a brand recognizable. Among other things, these elements include:
- Sound logos: Audio “logos,” like the legendary Intel Bong
- Jingles: Short, recognizable melodies, often used in advertising
- Brand music: Music that’s consistently linked to a specific brand
- Audio signatures: Distinctive sounds that are played, for example, during voice interactions or product notifications
Why is audio branding important?
In an increasingly acoustic world, simply being visually recognizable is no longer enough. Brands also need to develop a sonic identity that will help them to stand out from the competition and build an emotional connection with their target group.
Dr. Lars Peters, Podcast Sales Lead Germany and Spain at Spotify and Deputy Chairman of the German Association for the Digital Economy’s (BVDW) Digital Audio focus group, outlines the importance of this topic: “Digital audio has become a key component of digital media use in recent years and its growth looks set to continue in 2025. The way people consume audio content is constantly evolving, driven by technological innovation, changing user needs and an increasingly diverse media landscape. From podcasts and audiobooks to interactive formats, the world of digital audio is more dynamic than ever. New technologies such as artificial intelligence and automation are giving rise to both opportunities and challenges. At the same time, smart devices are influencing consumer behavior, with the role of individual technologies like smart speakers being re-evaluated. Against this backdrop, the most important trends for the future are now emerging – and they will shape not only the content itself, but also the way it’s produced and marketed.”
Five online audio trends in 2025:
- The use of online audio products and services is increasing and becoming more diverse.
- Smart devices are driving the trend, but smart speakers are lagging behind.
- Boundaries between online audio genres are becoming increasingly blurred (audiobooks, podcasts, vodcasts).
- AI is changing how content and advertising is produced.
- Automation is advancing into all areas.
Advantages of audio branding:
#1 Greater brand recognition: A brand’s music and soundscape are often more memorable than its visual elements.
#2 Emotional appeal: Music and sounds evoke emotions and can make a brand more attractive.
#3 Cross-channel presence: From podcasts and voice interactions to advertising – a sonic identity has an impact everywhere.
#4 Fit for the future: Audio is a growing market. According to the German Association for the Digital Economy (BVDW), disruptive innovations such as immersive audio formats and personalized soundscapes have the potential to radically change the industry.
The Audio x Innovation Lab, a BVDW initiative, explores the changes that the digital audio industry is likely to face in the next five years. These include – spoiler alert:
- Personalization: Brands need to tailor audio content to meet the needs of individual users.
- Immersion: 3D and binaural audio formats will make the listening experience more immersive.
- Links with other channels: Successful audio branding works best in combination with video and social media.
Recommended reading (in German only): BVDW: Ten predictions for innovation in the digital audio industry
Best practices: how audio branding works
#1 Sound logos: minimalist but memorable
A sound logo should communicate a brand’s identity within just a few seconds. Examples:
- Netflix: the iconic “Tudum” sound that plays before every piece of streamed content
- McDonald’s: “I’m lovin’ it”, accompanied by a distinctive melody
#2 Jingles: catchy tunes with branding potential
A jingle is a musical advertising message. The combination of words and music makes it memorable, for example:
- Coca-Cola: the music for the “Taste the Feeling” campaign creates an emotional connection to the brand
- Haribo: the classic “Happy World of Haribo” tune (“Haribo macht Kinder froh …”) has made an impression on generations of children
#3 Voice interactions: audio in dialogue
As voice-activated assistants grow in popularity, audio branding is becoming ever more important. For example, integrating a brand-typical greeting tone into Alexa Skills can increase user loyalty.
Successful audio branding: how to create a sonic identity
- Step 1: Define your brand values
What emotions and messages do you want to convey? The acoustic signature of a premium brand will be different to that of a dynamic start-up.
- Step 2: Analyze your target group
What soundscapes appeal to your target audience? This is where data gleaned from market research and the development of marketing personas is invaluable.
- Step 3: Develop acoustic elements
Engage a professional audio branding team to use modern technology, including AI-supported sound analysis, to create sound logos, jingles and more.
- Step 4: Testing and optimization
Use A/B testing and user feedback to evaluate the effectiveness of your sonic identity.
- Step 5: Integration into all channels
From advertising to voice control apps to social media – a brand’s audio identity must be used consistently across all channels.
What opportunities can AI open up in terms of audio marketing? Host Verena Gründel discusses the possibilities with Ric Scheuss in the DMEXCO podcast (German only). The CEO of TRO – Music, Sound and Voice for Brands offers insights into the latest developments!
Audio branding: the sound of the future
Brands that want to be successful in the digital age need to make themselves heard. A sonic identity can help them not only establish recognition and familiarity, but also build a deeper emotional connection with their target group. The future belongs to those who invest in audio branding now, laying the foundations for an acoustic brand universe.
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