Audio is a powerful and critical part of branding, though its power is often overlooked. With the scale and opportunity we’re witnessing evolve within the digital audio landscape, it’s clear that audio branding is no longer just a nice-to-have, but a fundamental pillar of effective marketing, shaping brand salience and deepening consumer connection.
We’re bombarded with images, videos, and graphics on a daily basis – our brains are constantly working overtime to process this stream of visuals. Audio, however, offers something different, capturing attention and forging lasting memories on a more emotional, instinctive level.
Research consistently backs this up. A study by System1 and Radiocentre revealed “there was a significantly strong positive relationship between well-branded audio ads that elicit a strong emotional response and advertising recall”.
They also found that “introducing [a] brand’s distinctive audio assets (e.g. music, characters, etc.) earlier in the ad, ideally within the first few seconds and maintaining fluency throughout, can help listeners process the wider ad content/message more effortlessly.” (Listen Up!, 2023)
Crucially, when used consistently, they strengthen both short-term impact and long-term brand memory. In short, audio branding isn’t just about ‘catchy jingles’. It’s about building a recognisable sonic identity that resonates and sticks, with the goal of making your audio as iconic and recognisable as your logo – cue the Netflix ‘du-dum.’
Consider some of the UK’s most memorable ad slogans, as voted by the British public in a recent YouGov survey (ASA, January 2025):
- ‘Every little helps’ ~ Tesco
- ‘Just Do It’ ~ Nike
- ‘I’m Lovin’ It’ ~ McDonalds
- ‘Beanz Meanz Heinz’ ~ Heinz
- ‘Autoglass Repair Autoglass Replace’ ~ Autoglass
These aren’t just words. Many are tied to melodies or audio cues that make them instantly identifiable, as the ASA aptly puts it, “Some ads even become so iconic, they go beyond their original purpose, becoming part of our language, humour, and culture.” That’s the sign of effective branding, and audio is often what makes that possible.
Just as visual guidelines dictate logo usage, colour palettes, and typography, audio guidelines ensure that every sound associated with your brand is consistent. Without them, you risk creating a fragmented, confusing brand experience.
Sound sparks emotion, triggers memory, and creates bonds. In 2025, including audio in your brand guidelines should no longer be an afterthought, it should be standard practice.
