What is Audio Branding?

Audio branding means translating your brand attributes and message into distinctive audible elements and using them consistently.

The objective of audio branding is to create a unique audio identity that connects the abstract elements of your brand with your audience. In fact, consistent and reasoned musical choices are the key to fostering interaction in today's multiple customer touchpoints.

By using sound, music, and voice, which echo your brand values, you can transcend your brand identity, core messages, and the experience of visiting your store or using your services or products from casual encounters into engaging emotions.

Audio branding improves brand recall

The brand identity is built on abstract attributes and associations, which a company wants to convey and stand out with. The rise of online streaming and new audio-first mediums are now pushing brands to expand their territory into the realm of sound by creating their own audio branding guidelines.

Studies are showing that sound has an uncanny ability to humanize and unify brands' presence in today's many touchpoints. Music and voice that are aligned with the brand persona generate more favorable responses and increase memorability.

Brands that use music that is ALIGNED WITH THE BRAND IDENTITY are 96% MORE LIKELY to be REMEMBERED by the consumer, than the brands that use ‘unfit’ music or no music at all.

Leicester University (2008)

PODCASTS generate up to 4.4x BETTER BRAND RECALL than
display ads on other digital media platforms.

Midroll & Nielsen (2018)

Audio branding increases
brand recognition

Songs, melodies, and rhythms create strong connection points to our memories and emotions. The use of music in branding purposes goes beyond choosing a single tune for a video on a project-by-project basis. Music should be tailored to fit the brand's own 'headspace' in order to make their communications more appealing and approachable.

Consistent and reasoned musical choices help brand messages come across in the right way to your target audience. By identifying fitting music and voice, your brand will come across as an advocate for an idea, lifestyle, or cause, rather than being seen as begging for attention.

SOUND is rated as a KEY ELEMENT of brand communication
by 41% of consumers.

Treasure, J. Sound Affects! (2009) ABA Yearbook 2009/2010

Audio branding benefit 4: Out of those who gave a definitive answer, 74 % of young adults believe that they develop a BETTER UNDERSTANDING of a company’s PERSONALITY through MUSIC.

Out of those who gave a definitive answer, 74 % of young adults believe that they develop a BETTER UNDERSTANDING of a company’s PERSONALITY through MUSIC.

PHMG (2019)

Audio can increase the impact
of branded visuals

Audio branding initiatives should go hand-in-hand with visual branding efforts, because visuals and audio should support one another to build a coherent brand strategy. What's more, studies have shown that sound has an unparalleled capability to amplify visual brand messages.

An audio logo played in perfect sync with a visual, animated logo is a prime example of this; the overall emotional impact and memorability increases significantly.

CONGRUENT SOUND AND VIDEO enhance the EMOTIONAL IMPACT
of visual communication by 1207%.

Prof. Charles Spence of Oxford University (2006)

The benefit of audio branding 6: Ads that closely LINKED their SOUND AND VISUALS delivered, on average, 14% HIGHER MEMORY ENCODING at end branding than more passive soundtracks.

Ads that closely LINKED their SOUND AND VISUALS delivered, on average,
14% HIGHER MEMORY ENCODING at end branding than more passive soundtracks.

Neuro-Insight (2018), Tuning into sound

Audio branding increases
marketing ROI

Any audio used in conjunction with your brand, from product sounds to in-store background music to branded videos, define and mold how your consumers perceive you on an emotional level. A strategic approach to sound can also make companies more appealing to consumers.

For instance, browsing time and sales in a retail store or purchase intent over certain types of products can be increased with the right musical choices.

MUSIC and the pace of it can influence CUSTOMER BEHAVIOR (slower music
increased the SALES at a US supermarket chain by 39.2%)

Krishnan, V., Kellaris, J.J., and Aurand, T.W. (2012). Sonic Logos: Can Sound Influence Willingness to Pay?

AUDIO ADS are more than 2x as likely to lift PURCHASE INTENT and
INFORMATION INTENT than display ads

Spotify For Brands (2017) The Power of Audio, Chapter 2

Why Audiodraft?

We help you ANALYZE, CREATE, and MANAGE your audio brand.

Audiodraft platform is at your service in all audio branding tasks, decisions, and activities. It works as a tool for creative decision-making, crafting production briefs, ordering custom music and creating guidelines, as well as storing your audio assets for future use. It helps you understand which sounds fit your brand the best.

It is hard to be objective with something as subjective as music. Not with us! Our approach combines creative market insights with data and technology to help you understand how sound affects your audiences' perception of your brand. You will be able to make informed decisions and order audio, which is always on-brand.

Audio branding case study: Fortum

Every brand has its own core message and values. But how can a brand use sound to convey its personality consistently in all of its communication, both to their clients and employees? This is what the energy company Fortum wanted to achieve with their new audio assets.

What do you sound like?