Sonic branding strategy

Source: https://www.instagram.com/reel/DdtIJL0IsJP/?stkn=Znd0bXdwbHlqNWly

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Summary

Sonic branding uses sound and music to make a brand instantly recognizable, and it works because auditory memory sticks to your brain differently than visual memory does. The creator walks through examples like Netflix, McDonald's, NBC's 1927 chimes, and Apple TV's new sound logo by Finneas to argue brands should think beyond visuals.

Core ideas

One context card plus 7 ideas

Sound beats sight for memory: Visual memory fades over time, but auditory memory links to emotion and repetition, so it gets stored differently in the brain.
Recognition without effort: Three notes from Netflix, McDonald's, or Curb Your Enthusiasm are enough for anyone to identify the brand instantly, proving how deep sonic cues run.
NBC's chimes are the origin story: In 1927, NBC created three chimes to cue radio engineers during station changes, played live with hand bells. The original problem is gone but the sound stuck around and NBC still uses it today.
Apple TV just caught up: Last year Apple TV realized they had no sound logo and brought in Finneas to compose one, treating audio as a growth lever they'd been missing.
Sonic branding isn't new: It's been working for a century, it's just underused by most brands building identity today.
Beyond sight and sound: The creator pushes brands to consider what they sound like, feel like, taste like, and smell like, not just visuals like color and font.
Multi-sensory equals magnetic: Brands with human resonance reach people through more than one sense, which is what makes them stick.

Quotes

“Sonic branding is a strategic use of music or sound to reinforce your brand identity.”
@madison.utendahl

“It literally gets stored differently, which is why you can hear three notes of that damn song from childhood and be transported instantly back to the car ride with your dad.”
@madison.utendahl

“The most magnetic brands, okay, the ones that have human resonance, they're reaching us in more than one way than what we can see.”
@madison.utendahl

“Stop just thinking about your brand in only visuals, okay?”
@madison.utendahl

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