The Power of Sonic Branding

Apr 28, 2025

By: Sonakshi Gupta

Think of the last time you opened Netflix — that sharp, cinematic ta-dum hits before any visuals do. Or how about the McDonald’s jingle? Just seeing the words “I’m lovin’ it” probably triggered the melody in your head. That’s no coincidence. It’s called sonic branding, and it’s working really hard behind the scenes of your brain.

Sonic branding is the strategic use of sound to create a distinct, memorable identity for a brand. It goes beyond just having a catchy jingle — it’s about designing a full audio identity that carries emotional depth, builds instant recognition, and triggers a subconscious connection with the brand.

Sonic branding isn’t a new concept — brands have been using music and sound in advertisements since the days when marketing was primarily done through radio. What has changed is the strategy: today, it’s less about a one-off tune and more about crafting a consistent, emotional sound experience that becomes part of the brand itself.

The Psychology of Sound

Sonic branding works because of the science behind it. Once sound bypasses conscious thought, it connects directly to emotion and memory — and while the process is fast, the impression it leaves is lasting. This is rooted in classical conditioning — the idea that, over time, we associate a sound with an emotional response, much like Pavlov’s dog linking a bell to food. Brands repeatedly pair themselves with sounds that are pleasing — usually ones that are simple, and harmonious — making it easier for our brains to form a strong, lasting connection. That’s what makes sonic branding so powerful: we remember what we feel, not just what we see. When a brand repeatedly pairs itself with a specific sound — especially one that feels familiar — our brains start linking that sound with positive emotions: comfort (Netflix at the end of a long day), happiness (sharing fries at McDonald’s), or even excitement (booting up a new Apple device).

Netflix: The Two-Note Masterstroke

When Netflix’s ta-dum plays, it doesn’t just tell you the show’s starting. It sets the tone: bold, cinematic, suspenseful. And it’s just two notes. This wasn’t by accident. It is proven that short, punchy sonic logos (or “sogos”) are incredibly effective for brand recall. The fewer the notes, the easier they are to remember (Research Gate). Think NBC’s three chimes, or Intel’s five-note “bong.” These aren’t just sounds — they act as anchors, securing the brand in our memory

Research even suggests the ideal “sogo” length is six notes — long enough to be memorable, short enough to be distinctive (Krishnan et al., 2012). Netflix lands squarely in the sweet spot. And the data backs it up. One IPSOS study found that ads with sonic branding elements saw “8.5x more branded attention than those without” (Taylor, 2023). 

In a world where we scroll past everything, sonic cues can’t be skipped. They just…play — and stay.

Curtesy of Sunder Muthukumaran via Unsplash

McDonald’s: A Jingle That Took Over the World

McDonald’s did not just make a jingle. In 2003, they launched “I’m Lovin’ It” — a campaign produced by Pharrell, sung by Justin Timberlake (yes really!), and purposefully “leaked” as a pop track before the commercial even aired. They invested over $1.3 billion in the campaign. 

The result? Instant recognition in 120 countries, across 20+ languages. Two decades later, the jingle is still etched in our brains — and it still works. Because, again: sound goes where visuals can’t. It bypasses logic and goes straight to emotion (nostalgia/hunger associated with Happy Meal).

Courtesy of Visual Karsa via Unsplash

Apple: The Sound of Minimalist Luxury

Apple’s sonic branding? Sleek. Simple. Elegant. Just like the products themselves.

The Mac startup chime isn’t loud or flashy — it’s clean and subtle. Every subtle "ding," "click," and haptic buzz is part of a larger sonic language that builds trust and familiarity. It’s why that little AirPods connection sound gives you a quiet sense of satisfaction — a small but powerful emotional payoff.

Apple understands that good sound design builds subconscious loyalty. It makes every interaction feel seamless, deliberate, and reassuring.

Courtesy of zhang kaiyv via Unsplash

Why Sound Wins

All of this ties back to some classic psychology. It is Pavlov-style conditioning, but with a sound design twist. You pair a good sound with a good experience, and over time, the sound itself becomes the shortcut to the feeling.

Even older research by Gorn (1982) showed that music — even when completely unrelated — could shift product preference just by setting the right mood. Sonic branding takes that idea and turns it into a long-term strategy.

Plus, sound works faster than visuals. It doesn’t require complete attention. It doesn’t need a screen. You can hear the Netflix ta-dum from another room and still know what’s coming.

And unlike logos, sound works without perfect conditions. A muffled jingle still triggers memory. It's branding that travels.

A Growing Industry, A Smarter Investment

Here’s the real kicker: sonic branding isn’t just effective — it’s smart business. Instead of paying millions to license popular songs for a 30-second spot, brands can build ownable, legally protected sound assets. These can scale across TikToks, ads, apps, podcasts — even in-store experiences (Taylor, 2023). New agencies solely dedicated to perfecting this field like Made Music Studio and DLMDD have come up. 

And younger audiences are all for it. A WPP study found that 75% of Gen Z feel more emotionally connected to brands that use music (Taylor, 2023). Brands are responding. Tostitos recently created a remixable TikTok track using chip sounds. That’s not just branding — it’s co-creation.

Many brands are only just beginning to realize the potential of sonic branding, and for now, it still gets a smaller slice of the branding budget. But that’s starting to shift. In 2019, Mastercard debuted a global sonic logo — a crisp, catchy melody meant to be heard across everything from TV ads to checkout terminals, making the brand instantly recognizable even without a visual. And in 2021, BMW teamed up with Oscar-winning composer Hans Zimmer to craft the signature sounds of its electric vehicles, turning engine noise into an emotional, branded experience. Bit by bit, brands are beginning to tune in.

Final Thoughts: Brands You Can Hear

In a world where we block ads, skip intros, and can doom scroll endlessly, sound is the one thing that still gets through. You can mute a commercial, but you can’t unhear a jingle. You can’t unfeel the emotion tied to it.

Sonic branding isn’t background noise anymore. It’s the new front door to brand identity. So next time you hear Netflix’s ta-dum, the McDonald’s jingle, or your MacBook powering on — remember: that’s not just a sound. That’s strategy. And it’s playing on repeat.

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Sonakshi Gupta is a sophomore in Media, Culture, and Communication with minors in Business of Entertainment and Psychology. She is passionate about marketing psychology, consumer behavior, and, of course, good food.