Sonic Branding: The Powerful Effects of Sound on Brand Resonance

Introduction

Music has always been more than an accessory to advertising– it is the emotional signature of a brand. Although its importance is often overlooked and its effects under-researched, sound is widely known to be one of the most effective psychological tools available to advertisers to connect with an audience on not only a cognitive, but emotional level. Today, as culture and technology evolve at rapid speeds, the role that sound plays in brand messaging has expanded far beyond the initial, iconic jingle into vast landscapes of sonic ecosystems. 

The Psychology and Science of Music in Advertising

Defined broadly, sonic branding refers to the “intentional use of music, sound, voice, and silence to create rational and emotional connections between people and organizations” (Pandey, 2015, Slide 2). Rather than a superficial, secondary addition of background music to an advertisement, sonic branding refers to a much more intentional, holistic approach to branding– one in which sound is a fundamental, integral element of a brand’s core identity (Minsky & Fahey, 2017). 

Neural Pathways of Emotion and Memory Encoding

 Numerous scientific studies have consistently demonstrated sound’s ability to not only connect with an audience– making an ad more likeable and engaging– but in fact, reveal its power to translate this connection into a tangible increase in an ad’s effectiveness. Cognitive science explains the mechanisms that cause these results: auditory cues engage the same regions of the brain responsible for emotion and memory– in turn, causing music to be an especially effective instrument for affinity and recall (Thakur, 2019, p. 23). 

When an individual experiences an emotional response to a brand’s message, both their brain’s hippocampus (the region responsible for forming and storing memories) and the amygdala (the region responsible for processing emotions like fear, pleasure, and motivation) work together. They simultaneously fire interconnected neurons in order to “tag” the moment as “meaningful” (LeDoux, 2000; McGaugh, 2004), eliciting a neuropsychological response that increases the likelihood that the message will be remembered later– strengthening its storage to the brain’s long-term memory (Thakur, 2019, p. 23). 

Empirical Proof of Impact

The empirical data on music’s effectiveness in advertising illustrates a consistent pattern: emotionally resonant sound directly fuels stronger brand performance. According to WARC’s Music Drives Advertising Profitability (2024), campaigns that incorporate music are 16% more likely to report a large profit growth than campaigns that do not. Their findings further demonstrate that this effect compounds when the music is emotionally aligned with the brand’s message, amplifying recall and preference. This highlights the need for sonic branding, in which sound is thoughtfully integrated at the core of a brand’s messaging– rather than a superficial addition. 

Long-Term Preference. According to The Role Played by Music in TV Advertisement (2015), elements of music such as its melody, tempo, and rhythm, have the power to directly influence a consumer’s attitude toward not only the advertisement, but the product itself (p. 2). Minsky and Fahey (2017), echo this theme with their findings that audio cues have the ability to create long-term brand preference, as they effectively engage the brain’s cognitive and emotional pathways faster than visuals do alone (p. 1). Nielsen’s digital ratings report (2016), reports that music-based commercials indeed outperform non-musical ads in empathy and recall scores by significant margins– illustrating the strong link between emotion and memory. 

Tangible Results in Consumer Behavior

Beyond emotional engagement, the measurable impact of sound translates into observable consumer behavior. Oxford Road’s The Sound of Growth report (2025), found that, across studied brands, investment in audio fueled 18% of branded search volume, on average   (p. 8). This result highlights the implication that audio does not merely support a consumer’s pre-existing perception of a message– in fact, it stimulates an active consumer response where there may have been none otherwise. Supporting analysis from Audacy echoes this behavioral translation, in which they identify audio as a channel that “translates attention into measurable action,” chiefly in search and conversation activity (Audacy, 2025). The strategic use of sound increases an audience’s likelihood of “positively differentiating a product or service, enhancing recall, creating preference, building trust, and perhaps most importantly, increasing sales and marketing return on investment” (Minsky & Fahey, 2017, p. 2).

Establishing Resonance. Ultimately, these data-based results and observable insights reinforce the conclusion that sound and audio function not only as a creative multiplier, but as a commercial one. Sound allows an audience to not only recognize or recall a brand– but to tangibly feel what it stands for. The synchronization between a brand’s message and the response of the individual transforms awareness into attachment– establishing an enduring connection that otherwise may be more difficult to achieve. Through its ability to construct emotional memory and produce tangible outcomes in awareness, recall, and profitability, sonic branding drives towards the ultimate goal of a brand’s messaging– building resonance.

Sound as Both a Science and as a Strategy

Throughout a century of research and practice, the enduring conclusion that marketers reach is that music operates simultaneously on both the cognitive and emotional levels of an individual’s perception. It connects the brain’s centers for emotional connection with memory, and in turn, translates an individual’s experiences with a brand to long-term resonance at a more effective level than visuals achieve alone. 

Both WARC’s profitability analysis (2024) and Oxford Road’s Sound of Growth report (2025, p. 8), reveal that investment in audio not only strengths the emotional engagement of brand messaging, but engineer enduring brand perceptions and emotional resonance– ultimately translating to measurable results, from increased recall to active search activity. Furthermore, Minsky and Fahey (2017), emphasize the conclusion that sonic branding in fact has the ability to “directly influence purchase behavior” (p. 2). 

Beyond distinguishing a brand, consistent and emotional sonic systems build identity that compounds value over time. Ultimately, it wields the power to establish and develop brand equity. It reinforces feelings of familiarity, trust, and emotional connection to a brand, allowing marketers to reach consumers at the highest level– resonance. 

Implication for marketers. Because this link is significant, it establishes the essential idea that marketers should thoughtfully consider: how to harness sonic branding so that their messaging is not only more meaningful to consumers—but tangibly more effective at eliciting a behavioral change. The use of sound, melody, and music should be thoughtfully integrated into the fundamental core of their messaging, in order to elevate an otherwise forgettable advertisement into a sustained, resonant association. 

From Jingles to Sonic Systems: Evolution of Emotional Branding 

The incorporation of music into brand messaging is not a recent initiative or discovery. For almost a century, brands have been relying on music to develop feelings of familiarity, elicit emotions, and enhance recall. However, the form and way in which audio is utilized in advertising has evolved dramatically over the years. 

Early use of Jingles

In the early part of the nineteenth century, the introduction of radio and television fueled the widespread use of jingles– short, catchy melodies utilized in branding to aid recall and memorability. As Thakur notes (2019), brands implemented jingles to “link brands with distinctive musical tunes… modernized but unchanged in purpose” (p. 21). Brands began to manage building associative memory, meaning that consumers not only remembered the tune of the audio– but recalled the brand itself. 

The Beginning of Sonic Systems

As time passed, the dynamics between consumers, companies, and the overall nature of the market evolved with emerging technology, and audiences became more fragmented. Therefore, marketers started to engage audiences through more complex strategies and channels– simultaneously realizing that jingle tactics were far too narrow to continue being effective. Brands began focusing on building sonic systems– cohesive collections of sounds, tones, and musical styles specific to their brand, but adaptable to different mediums and environments. 

A prime example is Intel’s sonic logo: a three-second chime that is “played once every five minutes somewhere in the world” (Trifa, 2012, p. 4). Nearly everyone today can identify this exact sound when played. Most importantly, they can identify the brand it belongs to– which establishes global recognition and notable trust. Similarly, it supports the idea that sound can effectively function the same way a visual logo does– instantly recognizable, consistent, and emotionally charged. 

Shift to Sonic Identity

 McDonald’s iconic “I’m Lovin’ It” sonic logo, has achieved a similar level of longevity and recognition, with the brand embedding its melody and rhythm into nearly every touchpoint with consumers. Extending from television commercials to the audio that plays through their drive-thru speakers, McDonald’s sonic system reinforces a sense of joy and consistency for their consumers (Thakur, 2019, p. 24). Industry reports often use the phrase “sonic ecosystems”-- highlighting the nature of a sonic system as one that is consistent across touchpoints and holistically integrated into all mediums of messaging and experiences that consumers have with a brand. This underscores the importance of a cohesive system that strategically aligns with the core identity of the brand which marketers aim to build and, ultimately, position within the minds of target consumers. 

In essence, the transition over time from basic sound inclusion to the thoughtful integration of sonic systems within a brand’s core messaging extends beyond advertisements–  sonic systems have become a fundamental part of a brand’s identity. These systems not only shape the perception of a product in the minds of consumers, but effectively construct their emotional resonance on a level deepened to trust– sometimes, even, belonging.  

Tik Tok, Virality, and Music-Led Trends 

With the sudden appearance of the digital-era and the rapid cultural transition fueled by emerging media platforms and online communication, the nature in which brands communicate their core messaging and identity has also fundamentally shifted. TikTok has redefined how sound functions in digital communication, transforming music and audio into the primary drivers of visibility, engagement, and cultural momentum. 

The Currency of Virality: Sound

Traditionally, visuals have been the dominating factor of digital media that fill our screens. However, Tiktok–originally an app called Musical.ly– pioneered the recent shift to a sound-first landscape. The platform’s algorithm clusters and distributes content based on the popularity of specific sounds rather than the visual content itself (TikTok for Business, 2022). 

TikTok’s interactive algorithm operates on a large scale at rapid speed– turning short sound bites and miscellaneous noises into viral brand catalysts. In this way, TikTok has actually “revolutionized audio branding”, as this process signals a fundamental shift: virality driven not solely by imagery or narrative, but by the contagious nature of audio itself– which inherently alters how brands must consider music in modern marketing (Sonic Minds, 2023). It has become its own unique environment– a sound-first ecosystem– where audio spreads more rapidly than visuals, and in turn, becomes the dominating symbol of a trend. 

How TikTok Trends Build or Break Brands and Songs 

It is essential that marketers understand the power that TikTok’s sound-algorithm holds in order to effectively utilize it. The system does more than amplify content; it turns ordinary recorded moments, older songs that have lost traction, and niche artists or products into global cultural phenomena. The platform systematically organizes and promotes videos based around trending audios– and therefore, can jointly spark an artist’s sound and a brand’s product to widespread visibility within hours.  

Ocean Spray x “Dreams” Viral Video. A prime example is the Ocean Spray x Fleetwood Mac “Dreams” instance in 2020. A TikTok user’s impromptu skateboarding video set to the 1977 popular track, in which he is also sipping from a large Ocean Spray bottle, sent the song straight back onto the Billboard charts– simultaneously sparking a surge in Ocean Spray product sales and brand affinity (Adams, 2020). Millions of viewers associated the feeling of the video: relaxed, carefree, nostalgic, with both the song and the brand– without conscious effort from either parties. One appraisal of the event noted that the song saw a 374% increase in streaming resulting from the viral event (Adams, 2020). This demonstrates just one example of many organic moments that have turned into major catalysts for brand visibility. TikTok has also demonstrated, however, through trial and error, that these audio-led virality loops are not strictly limited to purely organic moments– brands can strategically orchestrate them. 

Chipotle’s Viral #GuacDance TikTok. The viral #GuacDance challenge, initiated by a brand-produced audio clip, emerged as one of TikTok’s most successful branded campaigns. The campaign prompted 250,000 user video submissions over six days and yielded record-breaking guacamole sales for National Avocado Day– evidently demonstrating that brands have the ability to manufacture these kinds of viral phenomena to produce tangible results (Williams, 2019).

Tiktok’s unique algorithmic configuration: trending audio at the forefront of discovery and engagement, provides an unparalleled opportunity for marketers to utilize audio as a cultural mechanism– driving initial discovery and virality, but also product demand, momentum, and visible business outcomes. 

Authenticity and the Speed of Trends  

In an environment where consumers are seeing thousands of advertising messages per day, it has become essential– and much more challenging– for marketers to stand out and connect with consumers who are no longer interested in messaging that feels engineered. While traditional advertising followed a more structured framework of polished, overly-produced assets, the fundamental architecture that TikTok operates within is one of spontaneity, co-creative engagement, and boundless creativity. 

Authenticity as a Driver of Engagement. Users reward content they want to see more of, and reject content they are disinterested in; the algorithm continually adapts to their preferences to show them a tailored feed. With the ability to instantly skip or ignore unwanted messaging, authenticity is no longer a bonus– it is essential. In order for marketing to succeed, it must convey a feeling that resonates with users in real time– it has to engage them before they scroll past. The 2023 TikTok for Business Trends Report, noted that 70% of users feel closer to brands that participate in trends authentically– further validating that natural engagement builds emotional trust between consumers and brands far more effectively than artificial, overly polished productions. 

The Rapid Turnover of TikTok Sound Trends. The rapid speed at which platforms like TikTok evolve– and trends appear, peak, and disappear– further heightens the importance that brands maintain genuine, authentic participation in the cultural environment. Each week poses a fleeting opportunity for brands to engage in a micro-trend and connect with a niche cultural segment before it disappears– sometimes in a matter of days. 

The reversal of traditional cultural markers of musical success– specifically in television or commercials– is another result of digital platforms which accelerate rapid cultural turnover. As Love notes in Soda Goes Pop (2019), having your song placed in a commercial was, historically, a sign of creative legitimacy for an artist; it was a sign of “making it” in the industry (pp. 9–11, 230–231). Now– with platforms that discover, popularize, and cycle out music at an unprecedented speed– by the time a song is used in a commercial, the song is out of style, even considered obsolete. This example illustrates just how radically the platform has altered the cultural timing and relevance of audio, and therefore, its power over a brand's success when yielded effectively. 

The New Sonic Flexibility: Multiple Sounds for Multiple Audiences

Beyond the aspects of tone, formality, and speed, platforms like TikTok have further transformed the power that brands have to precisely target niche audiences with effective messaging. With modern, decentralized mediums of communication, the opportunity for flexibility and deeper connection allows brands to differentiate and tailor their messaging more effectively to targeted segments–  maximizing their ability to resonate with consumers, not merely reach the most viewers. 

TikTok Brand Repertoire’s. It is now essential for brands to keep pace with current trends and constantly innovate. However, it remains true that a brand’s success ultimately hinges on a genuine, consistent identity– one that consumers can recognize, and therefore, resonate with. An authentic, core brand identity is the key to long-term success, because those that lack it are unable to develop emotional resonance and establish enduring brand loyalty. 

Brands approaching platforms like TikTok must utilize this unique opportunity to connect with audiences by behaving as cultural participants and mutual creators– not corporations. WARC’s article, “Brands behaving like creators” (2023), specifies that brands behaving like creators means having a portfolio of sounds– not a singular sonic logo. One exemplary brand, Duolingo, uses “chaotic meme audio” to appeal to Gen Z’s humor; it leans into unpredictability and absurdity as part of its personality on the platform that it is now recognized for (Sonic Minds, 2023). Having a repertoire of sounds allows a brand to maintain coherence and build a consistent brand identity– while still adapting to the distinct tone of various audiences and reaching each niche in the most effective way. 

Muti-Sound Identities Across Niches. Brands that differentiate their audio assets are strategically positioning themselves to be engaged by distinctive consumer groups– effectively multiply their touchpoints. Not only are niche groups of consumers more likely to encounter the brand, but they are more likely to establish brand recall– even those who may otherwise be disinterested. This offers an unparalleled opportunity for brands to expand their total addressable market to consumers who were previously outside their feasible reach. 

TikTok’s Sonic Ecosystem and the Shift Toward AI-Driven Sound 

Collectively, these shifts towards authenticity, diversification, and rapid trend cycles reveal how the platform has radically transformed the role of music within modern advertising– even disrupting the industry itself. Audio’s power as a marketing tool requires both responsiveness and a willingness from brands to authentically engage as cultural participants– experimenting as mutual creators themselves. 

In order to maintain longevity, brands must remain relevant, present, and engaged with not just where things are– but where the culture is headed– especially with the rapidly evolving technological landscape. The nature of these digital environments inherently support the rapid development of new technologies with minimal bounds. Artificial intelligence has only just arrived, yet has already integrated itself into various aspects of modern society. While skeptics argue that AI does not yet have the capacity to replace humans, it is undeniable that the technology is advancing at a speed that raises profound questions about authenticity, creativity, and the nature of cognition itself. 

The Next Evolution of Sonic Branding: AI-Generated Audio 

AI-generated music refers to original audio entirely composed by machine learning systems– trained on enormous amounts of musical styles, patterns, and structures. Google’s MusicLM and Sony’s Flow Machines have the ability to generate individualized tracks within seconds; Suno and AIVA now give consumers the ability to produce an extraordinary range of tailored compositions: from peaceful soundbeds to complex arrangements (DeepMind Research Team, 2023). These rapidly advancing technologies– which have already reached a remarkably sophisticated level– question the continually evolving relationship between brands and music. 

Benefits of AI-Generated Music for Brands

AI-generated music offers marketers a new set of strategic advantages for meeting the demands of today’s rapid, sound-driven media landscape. Tools such as Suno and Mubert have the capacity to produce genre-specific tracks almost instantly, giving brands the power and flexibility to test and refine their audios in real time (MUBERT, 2023; Suno, 2024). The ability to respond to cultural trends as they emerge– rather than after they start to fade– can be the key differentiator that determines a brand’s viral moment of discovery and engagement. 

Its most significant advantage: the unparalleled speed with which it allows brands the flexibility to produce a high volume of customized audio compositions on-demand–in turn, can be engineered to effectively fit different audiences and situations. In environments like TikTok– where audio trends can appear, peak, and fade within days– this capability becomes essential to a brand’s success. 

Therefore, it has the potential to further revolutionize marketing efforts, enabling brands to more accurately target niche segments and leverage their assets to reach audiences effectively– further deepening brand resonance with loyal consumers. 

Risks and Considerations for AI-Generated Music 

While AI-generated music offers extraordinary advantages, it also introduces unique complexities that brands must navigate carefully. One of the most significant concerns for marketers is authenticity. Being machine-created, AI-generated tracks can leave a generic or emotionally flat impression on the audience– lacking the expressive depth of human-created music. For brands that rely on emotionally resonant sound to build trust and distinctiveness, this threatens to undermine the very purpose of their messaging as a whole. 

Legal uncertainty further complicates the use of AI-generated music, as there are not yet  clear guidelines for its use, nor for navigating complex issues. The Recording Industry Association of America or RIAA (2024), has raised concerns about AI systems that are trained on copyrighted songs without permission and major industry lawsuits have emerged–suggesting that the risk of infringement is real. 

The quality and consistency of the compositions themselves can be unpredictable, as generated audio does not always meet professional standards and may require human oversight and adjustments to ensure brand alignment on aspects of tone, emotion, or pacing. As the Google DeepMind Research Team (2023) notes, the creative potential of this technology itself is meaningful, but like all other artificial intelligence, requires strategic human direction. Otherwise, it can lead to misalignment or unintended consequences. 

It is essential that brands choosing to adopt these new technologies do so responsibly, recognizing the broader truth that these risks underscore: AI expands what is possible in sonic branding, but it also amplifies the need for expert guidance in navigating the ethical, legal, and creative terrain ahead. 

Implication for Marketers 

As sound continues to develop into a defining element at the forefront of brand identity, brands are increasingly pressured to navigate a landscape that is both richer in opportunity and complexity than ever before. For marketers, the following considerations highlight how to strategically approach audio in an environment shaped by emotion, culture, and rapidly accelerating technology. 

Why Sound Strategy Matters More than Ever

For marketers, the process of defining a sonic identity for a brand is now essential– it must maintain consistency across channels while simultaneously ensuring flexibility to adapt to rapidly changing trends, formats, and audiences. Navigating this complex environment requires expert knowledge in order to execute decisions such as when to license well-known music, when to build original compositions, when and where AI will add the most value, and how to maintain brand authenticity across a brand's touchpoint. 

Today’s audiences are highly attuned to emotional tone, cultural cues, and aware of the differences between organic participation and forced brand behavior. When brands adopt sounds or trends that don't match their identity, or utilize AI-generated tracks that feel artificial or inconsistent, they risk undermining trust instead of building it. Maintaining authenticity and coherence becomes more difficult as brands begin to experiment on new platforms, use trending audios, custom compositions, and AI-generated variations. Without clear, expert guidance, sound can become fragmented, leading to brand dissonance rather than brand identity. 

The Role of Humans in an AI-Driven Sound Future 

As much as AI technology has developed, the future of sonic branding lies in the partnership forged between machine capability and human creativity. Human artists and composers, strategists, and creative directors continue to be integral in forming the core foundation of any sonic brand identity– specifically emotional tone, narrative intention, brand values, and cultural meaning. 

The MIT Technology Review insights (2023), concluded that the strongest creative outcomes emerge from “hybrid workflows”, where overall direction and emotion was guided by humans while AI provided the tools for speed, experimentation, and volume. This developing hybrid structure underscores the growing importance of sound strategy blended with cultural literacy, and most importantly– expert creative oversight. A key nuance to understand here: AI is a tool that enhances the creative process– it doesn’t replace it. While AI tools have the ability to expand what is possible, without thoughtful human direction, brands risk producing audio assets that are off-tone, inauthentic, or misaligned with cultural nuance or their own identity and intended message.

 These new capabilities offer enormous creative potential, but also introduce challenges that brands cannot navigate on instinct alone. In a sound-first environment, where cultural relevance hinges on timing, tone, and authenticity, it is crucial for brands to have a clear, strategic approach guided by expertise to effectively integrate AI into their sonic identity. 

Preparing for an AI-Driven Sound Future

As AI technology continues to reshape the way audio is created, it is necessary that marketers adopt a forward-looking mindset– balancing innovation with responsibility. AI increases the operational complexity of sound, as marketers now must oversee expanding libraries of AI-generated variations, personalized tracks, and platform-specific adaptations– where they only previously managed a handful of audio assets. This growing volume and complexity requires not just creative insight– it requires structured governance, clear strategic principles, and expert guidance. 

Preparing for the evolving future landscape does not mean relying on AI to replace human creativity. In fact, AI’s arrival magnifies the importance of sound strategy, cultural awareness, and most importantly, expert brand oversight. Marketers must carefully evaluate how AI fits into their brands identity and workflow, how to ensure authenticity, and how their sonic identity will evolve responsibly over time. 

In this environment, the brands that will succeed will be those that understand not only how to use AI as a tool for efficiency, but as a way to extend and deepen their sonic identity. The sound-first future requires intentional frameworks, culturally informed decision-making, and thoughtful systems to ensure consistency amidst constant change– making it clear that brands cannot rely on intuition alone. It demands partners who understand not only how sound works, but how it moves through culture and adapts through rapidly evolving technology. 

Conclusion

Across decades of advertising, music has remained one of the most powerful tools in shaping how audiences feel towards and recall brands. However, in today’s fragmented media environment, its role has expanded far beyond the traditional, iconic jingle or soundtrack. Sound now operates as a strategic engine for a brand's emotional connection, discovery, even its identity. 

TikTok has demonstrated how sound now drives culture at unprecedented speed, turning songs into memes, products into culturally significant moments, and brands into mutual participants in a global audio conversation. And now, AI-generated music is reshaping how sound is made– introducing new creative possibilities, while raising questions about authenticity, governance, and long-term brand identity. 

This evolution reveals that sound is no longer a background element of advertising, but an increasingly central expression of a brand's strategy. To resonate with audiences, brands must understand not only what sound communicates, but how it moves through culture, adapts to platforms, and how it can be shaped responsibly through rapidly emerging technology. What is clear looking ahead is that brands who treat sound with intention– those that use audio not just to accompany a message, but to shape it– are those that will succeed. 

As the sound landscape continues to evolve and accelerate rapidly, marketers stand at a key inflection point in advertising’s history: one where emotional insight, cultural fluency, and technological literacy must come together. Brands that navigate this moment with clarity, strategic planning and expert guidance will build deeper, emotional brand resonance with their audiences. Those that do not will risk falling behind in a society where attention is fleeting, trends move fast, and resonance is everything. 

Music has always been more than an accessory to advertising– it is the emotional signature of a brand. If your team is ready to define a sonic identity that resonates across culture, platforms, and the future of technology, Loom Creative can help you find your voice. 

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