Audio Branding: Amplifying Brand Identity

In today’s fast-paced, multi-sensory world, brands are constantly seeking ways to stand out and connect with audiences. While visual branding (logos, colors, fonts) has long been a cornerstone of identity, there’s another powerful tool that’s often overlooked: audio branding.

What Is Audio Branding?

Audio branding (also called sonic branding or sound identity) is the strategic use of sound such as jingles, sonic logos, voice, or soundscapes to reinforce brand identity, improve recall, and build emotional connection.

The 5 elements of an audio brand are:

1. Sonic Logo
2. Jingle
3. Brand Voice
4. Product Sounds
5. UX/UI Sounds

Learn more about the the 5 elements of an audio brand here.

Why It Matters More Than Ever

With 80% of audiences multitasking while watching TV (Nielsen 2020), attention spans are shrinking. In this environment, sound becomes a critical tool for cutting through the noise, literally. Research shows that sonic cues outperform visual cues in grabbing attention and enhancing recall. In a study of over 2,000 TV ads, sonic elements ranked highest in effectiveness, even above celebrities and slogans. Consistency across content, including sound, creates stronger recognition and trust.

Audio Is Everywhere

From TV and radio to social media, apps, websites, podcasts, and even physical spaces like offices and events, audio branding can be woven into nearly every brand touchpoint. It’s not just about jingles, a voice, or a piece of stock music, it’s about creating a consistent, recognizable soundscape that reinforces your brand’s personality and values.

The Process of Building an Audio Brand

Creating a successful audio brand involves more than picking a catchy tune. It’s a strategic process that includes:

1. Discovery: Understanding the Brand – Define your brand’s values, voice, and audience.
2. Differentiation: Mapping Touchpoints – Identify where and how sound can enhance the brand experience.
3. Creation: Creating Sonic Concepts – Develop multiple audio directions that reflect your brand identity.
4. Testing: Testing and Refining – Gather feedback and fine-tune.

Real-World Examples

Veritonic surveyed more than 1,600 consumers across the US and UK to establish consumer levels of brand recall, engagement and emotions associated with a selection of sonic logos. Insurance brands like Liberty Mutual, Farmers, and Nationwide have mastered audio branding and are well represented on that list. Their sonic logos are simple, sticky, and often include the brand name boosting recall and emotional connection.

Liberty Mutual

When it comes to audio branding, Liberty Mutual has become a standout example of how simplicity and repetition can drive brand recall. Their now-iconic jingle, “Liberty, Liberty, Liberty... Liberty,” launched to widespread recognition in under a year, quickly climbing to the top of Veritonic’s annual Audio Logo Index.

What makes it so effective? According to Liberty Mutual’s Chief Marketing Officer, it’s the “simplicity and stickiness” of the tune. The jingle doesn’t just sound catchy, it embeds the brand name directly into the listener’s memory. The tactic of name repetition is a proven strategy in sonic branding.

Liberty Mutual’s success underscores a key principle: a memorable audio identity doesn’t have to be complex, it just has to be consistent, recognizable, and aligned with the brand’s voice.

Farmer’s Insurance

When you hear, “We are Farmer’s,” it’s very likely that you instantly hum “Bum-ba-dum- dum, bum-bum-bum” in your head. That’s the power of sonic branding. We would argue, it’s more powerful than their graphic logo, which you may find harder to visualize. Even the appearance Academy Award winning actor, J.K. Simmons in their advertising campaigns – while highly recognizable – is not as valuable to the brand as the audio logo. He proudly proclaims, “We know a thing or two, because we’ve seen a thing or two.” But it’s the sonic asset that lands in our psyche.

Nationwide Is On Your Side

Probably the granddaddy of them all, Nationwide Insurance is recognized most by it’s sonic logo that declares “Nationwide is on your side.” The tagline was introduced 60 years ago as “the Man from Nationwide is on your side.” It was shortened and put to music for a national campaign in 1969. The simple, seven-note jingle is incredibly catchy, making it easy for people to remember the brand and differentiate it from competitors. It’s had many incarnations since then, but the melody and the lyrics have remained consistent, helping Nationwide stay top-of-mind when consumers think of Insurance.

The Takeaway

There are many other examples of brands across many categories that use Sonic Branding to raise awareness and recall. QSR brands like McDonald’s (I’m Loving It), Beverage Companies such as Coca-Cola (It’s the Real Thing), and countless others. They all have one thing in common: they realize the incredible value of sonic branding.

Brands that invest in a consistent and strategic sonic identity can build stronger emotional connections, improve recall, and stand out in a crowded marketplace. Whether you're launching a new campaign or refreshing your brand, it’s time to ask: What does your brand sound like?

As Vice President and Executive Creative Director at Brandience, Tim Hogan leads with an insight-driven approach that ensures creativity is always aligned with strategy. With award-winning work spanning brands like Maker’s Mark Bourbon, Bush’s Baked Beans Skyline Chili, and more, he has helped transform regional favorites into nationally recognized names. Known for his curiosity, collaboration, and passion for the process, Tim inspires teams and clients alike to push boundaries and deliver meaningful results. To connect with Tim, go to https://www.linkedin.com/in/tim-hogan-2947096/