What is sonic branding? The rise of the “audio identity” in branding

What do McDonald’s, Netflix, and Intel all have in common? Hint: It’s not just their killer logos. Welcome to the world of sonic branding, where brands are turning up the volume and discovering their audio identities.

While the term “brand” has become synonymous with visual elements — like logos, typefaces, and color schemes — in this day and age, branding is essential and has expanded to include sound. A trend that is currently on the rise, sonic branding can include distinctive jingles, signature notification sounds, on-brand music, and more. When used properly, the power of sound can make your brand more recognizable and impactful.

If you’re thinking of adding sound as part of your brand identity, you’ve come to the right place. Let’s explore how some of the world’s most iconic brands have harnessed the power of sound and delve into the stories behind these sonic branding examples and why they’re so effective.

A brand is an instant signal of what a company or organization values and how it operates. And great brands exemplify what they’re about in every part of the experience.

So, how does a company with a strong brand come across?

“If Nike opened a hotel, I think we would be able to guess pretty accurately what it would be like,” says Seth Godin. “If Hyatt came out with sneakers, we’d have no clue what they’d be like. That’s because Hyatt doesn’t have a brand — they have a logo.”

This principle extends to how your brand sounds, too. In fact, it’s easy to imagine the music that plays in a Nike store versus the lobby of a Hyatt. Both companies extend their brand experience with audio that fits.

Sonic branding is the strategic use of sound to reinforce a brand’s identity. It could include anything from a quick jingle used as an “audio logo”, background music in stores, or even hold music played for customers.

Consider this: a 1982 study by Milliman showed that background music in grocery stores corresponded to an increase in sales. Selecting slower tempo music caused buyers to spend 34% longer in stores, and now playing a supermarket soundtrack is the norm. This low-key music is a way that grocery brands use audio identity to increase engagement.

Not every brand will use audio the same way, but the best brands think of sound as an opportunity to enhance their brand. Natural food stores will even use music differently than big box grocers, for example. It’s one more way to create an experience that resonates with your audience and reinforces your brand identity. That’s perhaps the best sonic branding definition available.

At Envato, we’ve been thinking deeply about sound as part of a brand. Before we dive into audio branding case studies, let’s take a moment to explore a recent audio rebranding closer to home with our own rebrand.

Envato’s new audio identity captures the energy and spirit of our creative community. And even better, it features one of the talented authors from our marketplaces. Producer K. Sparks composed Envato’s sonic branding with the aim of capturing the essence of our brand: energy and creativity. It’s a testament to the power of sound in reinforcing brand values and creating a memorable user experience.

Now, let’s explore five brands that have mastered the art of audio identity. All five of these sonic branding examples involve sounds that are instantly recognizable and have become ingrained in popular culture.

There’s one sound that lets us all know we’re unlikely to get anything done for the next few hours.

Netflix’s audio logo, affectionately nicknamed “ta-dum” by its creators, is the unofficial sound of binge-watch sessions. It’s quick and straightforward and grabs your attention. For many streamers, it serves as a transition from the day’s tasks to relaxation time.

Netflix entertained a range of sounds as part of their intro, even considering a goat noise before landing on “ta-dum.”

This is a great reminder: an audio identity doesn’t have to be complex to make an impact. That simple, bass-heavy sound is more than enough to set the stage for the upcoming show.

Movie enthusiasts are sure to know this audio identity. The deep, resonant tone of the THX audio logo signals that you’re about to experience cinema-quality sound.

THX is a company that ensures that cinematic sound quality is top-notch. For them, audio identity as part of the brand is a must. Known as “The Deep Note,” this audio brand has been thrilling audiences since 1983.

This sound flexes the power of cinema-grade audio. The building crescendo sets the stage for the complete audiovisual experience that home theaters can’t match. Through this sound, THX establishes itself as an expert in audio.

Apple and the iconic Mac are synonymous with creativity. Long favored by working creatives for powerful software and ease of use, macOS is a creators’ platform. There’s something about this tone that sets the stage for a work session. It’s energizing but peaceful.

What can we learn from this sound? For one, we love that it has evolved over time while staying true to its sonic roots. As technology and Mac speaker hardware improved, it paved the way for a more pronounced version of the same sound, and every iteration served the same purpose: connecting to Apple’s brand via sound.

This audio identity requires a trip down memory lane. Nokia went all the way back to the 1800s with a guitar piece called “Gran Vals” to inspire its iconic ringtone. While Nokia exited phone manufacturing in 2014, this ringtone lives on as the original signature sound of mobile phones.

Nokia’s audio branding strategy teaches us the power of consistency and ubiquity in creating a lasting audio identity. By using the same tune across its entire range of phones for years, Nokia made this sound a signature part of its brand.

The ringtone’s success lies in its simplicity and catchiness. It’s easy to remember and instantly recognizable, even in noisy environments. This commitment made it possible to identify a Nokia phone simply by hearing its ringtone.

The three-note chime sequence (G, E, C) has been the cornerstone of NBC’s broadcast brand. For nearly a century, the network has used this sonic signature across various media platforms. It has spanned NBC’s brand from radio to television and now to digital streaming.

Remember that you can flex how you use sound based on the context it’s heard in. With the chime varying from news bulletins to primetime shows, the sound adjusts based on NBC’s programming. This flexibility keeps the sound relevant across contexts while maintaining its core identity.

Convinced of the power of audio branding? You might be wondering how to add it to part of your brand kit. Keep these principles in mind as you explore your audio identity:

You don’t have to hire a musician to create a memorable brand. You can use an existing library of sounds that resonate with you to build your own audio identity. The Envato library includes pre-built sounds and tracks you can use for your audio identity. Even if you didn’t compose it, you can find sounds that fit your brand perfectly.

Start with an assessment of where audio fits in your overall brand. Consider how your audience experiences the brand, then look for opportunities to enhance it with sound.

You’re not too small, too early, or too simple to add sound to your brand. While it’s often overlooked, audio branding is a powerful tool. The examples we’ve explored show that audio can create lasting impressions and connect to your audience.

Remember, you don’t need a complex symphony to get started. Even simple, well-chosen sounds can make a big difference. Skip hiring a big-name studio for your audio branding. Tap into an existing audio library from Envato, and mix-and-match what’s out there to build up your own brand.

If you liked this article, you might also find our other insights on 2025 branding trends super interesting, as well as this graphic design trends article with lots of inspiration to transform your ideas. Check them out!