Turning up the volume in branding
How sonic branding can build deeper consumer connections
Almost every advert has a soundtrack. From the catchy chorus of a classic pop hit to a simple melodic jingle, music plays a powerful role in how we experience and remember brands.
And music does much more than set the mood. It helps build immersive, engaging brand worlds, giving them an emotional dimension that visuals and words alone cannot. Research shows that music directly engages the brain’s memory and emotion networks, helping create associations that can make brands more distinctive, memorable and meaningful.
But choosing the right track isn’t simply a question of finding a tune that fits the pictures. Get it right, and music can become an essential part of your brand’s identity.
The genius of genre
Different musical styles evoke different feelings, associations and expectations. The right genre can help communicate a brand’s personality, establish an atmosphere and make its world feel instantly recognisable.
Take Jess Glynne’s upbeat pop hit ‘Take My Hand’, which has been the soundtrack for Jet2Holidays since 2016. Now an essential part of their branding, the song’s infectious energy and feel-good optimism chime perfectly with the carefree excitement of a getaway. It’s so embedded in the Jet2Holidays brand that it’s almost impossible to listen to it without mentally packing a suitcase.
When we created a TV ad for The Kraken Black Spiced Rum, a cheerful pop anthem was never going to cut it. To capture the brand’s rebellious personality, we chose the underground garage-rock track I Won’t Go To Heaven, And That’s Alright by ALIAS. Its gritty sound, paired with striking visuals of Kraken tentacles, created a world of chaos and unease that felt entirely true to the brand’s daring, unconventional spirit.
Then there’s the power of a completely different emotional register. Petplan’s 2024 UK ad featured Freya Ridings’ Lost Without You, a poignant piano ballad that captured the heartbreak of being separated from a beloved pet. The music pulls at the heartstrings, reinforcing Petplan’s caring and trustworthy personality.
Beware, your ads are listening…
Music’s role in advertising is evolving beyond the traditional soundtrack too. Thanks to advances in digital audio technology, some brands can now explore context-aware advertising – adapting audio ads to suit the environment, listening habits or mood suggested by what you’re listening to right now on your headphones.
Spotify and audio advertising platform AdsWizz, for example, have explored ways to tailor audio advertising using listener data and contextual signals. Imagine listening to a chilled lo-fi playlist while working, only to hear an ad with a softer sound and more relaxed delivery. Switch to a high-energy workout playlist, and the same campaign could take on a faster, more upbeat feel.
Spotify and AdWizz, for example, have explored ways to use technology that tailors ads based on people’s listening habits. So, for instance, if you’re listening to a chilled, low-fi study playlist you might be served ads with softer music at a lower volume. Or, if you’re listening to a high-energy workout playlist, you might hear the exact same ad but now with a much faster, more upbeat sound that fits the vibe you’re in. Mad, eh?
The idea is to make advertising feel more natural and relevant to the moment, rather than an unwelcome interruption.
Jingles that ring a bell
But not every brand needs a full soundtrack. Sometimes, a shorter, catchier jingle can do the heavy lifting, becoming an audio asset that people recognise almost before they’ve consciously registered it.
Funky Pigeon’s jingle has evolved from a simple tune featured at the end of their ads to a staple of the brand’s quirky, out-there style. Their 2024 advert included a whole band of pigeons - the Funkettes - singing the jingle with harmonies, guitar riffs and percussion. It’s a good example of how a jingle can be adapted and nuanced to fit a brand’s personality.
Domino’s have used a yodelling-style jingle in their TV and paid social campaigns too. Parodying dramatic TV scenes, the ads build tension before the characters break into a resounding ‘Domino Hoo Hoo’, puncturing the suspense with a dose of silliness. It’s a simple, repeatable device that gives the brand a memorable audio signature, while turning its branding into part of the entertainment.
Is your brand being seen and not heard?
In a world crowded with logos, taglines and visual assets, sound offers another way for brands to stand apart and build deeper connections. And its potential goes well beyond advertising. A distinctive sonic identity can work across social content, podcasts, digital experiences, retail environments and even the everyday interactions people have with a brand.
New technologies are making it easier to create, adapt and deploy audio across different channels. But more options don’t automatically mean more distinctive branding. The real opportunity lies in building a sound that belongs to your brand: one that expresses its personality, works across its world and becomes more recognisable with every encounter.