Sonic Branding
If you asked a consumer to draw the Nationwide Insurance visual logo from memory, few would even know where to start. But if you sang, “Nationwide is…,” nearly every American could complete the jingle with, “…on your side.” Likewise with, “Like a good neighbor…,” and the many iterations we’ve done for McDonald’s iconic “ba-da-ba-ba-ba.”
Sonic branding is not just a trend; it’s a strategic move that can redefine the way your brand builds and engages with its audience, fostering trust and emotional connections in an increasingly noisy world.
So, what is a sonic brand, beyond just one of those aforementioned earworms? Let’s dig in and talk about why sound is so effective and what other components should make up your brand’s sonic identity. Starting with the science.
We’re Wired for Sound
We begin life by decoding sounds in our mother’s belly. It’s our first contact with the world. At this formative stage, we hear—and even attach meaning to—sounds, the most important being our mother’s heartbeat. A slow heartbeat intuitively signals calm, while mom’s voice becomes familiar and soothing, even before we ever see her face.
Due to this early biological exposure, humans are hardwired to be sensitive to sound—and its meaning. Sound activates our brain more quickly than any other stimuli. Why? Because evolutionarily, hearing and instinctively reacting to the sound of an approaching predator meant the difference between life and death. If you didn’t respond immediately to that sound, you were out of the gene pool.
Audio as a Brand’s Hidden Superpower
Much like visual elements such as a brand’s typeface or color palette, sound design often flies under the radar, eliciting emotion and creating brand affinity in a subtle but incredibly effective way. App notifications, audio cues for ATMs, soundscapes in physical branches and offices, and sound design for online content all offer opportunities to increase trust and connection with your audience.
The Coupe Studios Difference: Where Science Meets Art
At Coupe Studios, we don’t just create sound for sound’s sake. We combine cutting-edge neuroscience with masterful artistry to strategically create sound that works. Our team is on the forefront of AI and audio neuroscience, knowing what tools are ready for prime time, what are just flashy party tricks, and what’s coming next.
We design every sound—every chime, heartbeat, and immersive audio logo—with purpose, leveraging our expertise to build connections and deliver real results. Our process is driven by the science of sound and executed with the precision and creativity of world-class composers and sound designers.