Sonic Branding Statistics: The Power of Branded Audio

Sonic branding is a proven and successful way of setting your brand apart from others through the power of music and sound. These distinctive and memorable sounds evoke emotions and connect you directly to your audience. 

Music drives our moods and influences our decisions. The sounds we hear form an integral part of our day-to-day lives, from TV adverts to in-store music.

Take, for example, the McDonald’s ‘I’m Lovin' It’ sonic brand. It’s instantly recognisable worldwide. People resonate with its theme tune because it's so memorable, catchy, and repeatable. Many even credit it as a key part of the brand’s fightback against looming irrelevance in the early 2000s.

Read on and discover 15 different statistics proving that sonic branding works and why you should embrace it.

 

The benefits of sonic branding

Adding audio branding to your project, whether it’s an advert, TV, movie, or video game is a highly effective way of connecting you to your target audience. The main benefits are:

• Instant brand recognition: A catchy jingle or unique sound gives your project a more powerful identity, making it easier for audiences to identify across different platforms. 

• Improves brand recall: Sonic branding connects your project or product to emotions and memories, much like a pop song. It can evoke nostalgia, excitement, or calmness, shaping how customers feel about your brand.

• Influences in-store purchases: You can use brand sound at point-of-purchase displays and other touchpoints to create a more immersive and engaging customer experience, influencing buying decisions.

• Gets more attention: Adding sound or music accentuates brand identity, grabs your audience’s attention, and readies them for information and engagement. 

 

Sonic branding statistics: The 5 R’s

Research shows that branded audio impacts target audiences and the public in five different ways: Recall, Recognition, Resonance, Relationship, and Reach.

1. Recall

Soundbranding makes your product or project more memorable, so it can easily be recognised by consumers. 

• Ads containing sonic branding proved 8.53 times more effective than those with visual assets alone. Although consumers are exposed to many visuals daily, sound has the unique ability to cut through and trigger key emotions. 

• Six months after creating their sound logo, Tositos reported a remarkable 38% increase in brand recall. The sound of crunching tortilla chips, popping salsa jar lids, and drum beats created a fun and social vibe for the brand. 

• Studies show sound advertising has a longer-lasting impact on our minds than visuals do. Sound still lingers in our minds for five seconds after it has finished, but visuals disappear instantly, making them less effective. 

 

2. Recognition

Unique brand audio helps your project or product stand out even in audio-only environments like radio and podcasts. 

• Statistics show that 139 out of 250 leading brands now use a sonic logo. Distinctive sounds represent these brands and enable them to reach a wider audience.

• Old Spice’s successful use of brand audio saw an impressive recognition rate of 87% amongst Gen Zers with almost 50% connecting it to the brand. This shows how effective using sonic branding can be. 

• Brands with recognisable sonic identities can see an average 5% increase in perceived value. A catchy jingle creates lasting memories of your brand, and your audience will see you as more trustworthy when they hear it across multiple platforms.

 

3. Resonance

Sonic branding uses sound to tap into emotions and build stronger connections with consumers. 

• Research shows you react to sounds 20 to 100 times faster than words and images. Auditory information is processed quicker, meaning you resonate with catchy jingles far better than images and text alone. 

• There’s an 86% correlation between your subconscious reaction to sound and your decision to engage with, return to, or avoid certain brands. Choosing the right sound influences how a customer engages with a brand. 

• After using sonic branding in their ads, Mercedes-Benz saw a 300% growth from online comments. This shows how distinctive sound captures people’s attention and interests them in the brand.

 

4. Relationship

A unique sound for your brand makes people feel good about you, building trust and a sense of likeability. 

• A year after launching its sonic brand identity, MasterCard reported that 77% of its customers believe it makes the brand more trustworthy. Adding a distinct sound builds customers' confidence and strengthens relationships. 

• Studies show your brand is 7.7% less valuable if consumers don’t recognise your unique sound. A well-designed jingle means people will immediately think of your brand when they hear it. 

• Research shows sonic branding helps brands become 76% more powerful and 138% more effective in advertising campaigns.

 

5. Reach

Customised sounds let you connect with consumers across various platforms, helping you reach a wider audience. 

• Audio represents 31% of the average consumer's overall media consumption, with 28% of Americans listening to podcasts weekly. Easy access to smartphones and being able to listen anywhere means audio content has become a part of our daily lives. 

• In 2024, 88% of TikTok users said sound is essential when viewing videos, and 73% would watch an ad with sound. Audio adds emotion and enhances story-telling, which is more likely to grab the consumer’s attention. 

• Spotify’s ads have achieved great results; brand awareness has increased by 26%, and brand favourability has grown by 46%. Spotify studies show advertisements reach customers and influence their buying decisions.

 

Adding sonic branding to your next project

The importance of sonic branding goes deeper than creating a distinctive identity. It’s a primal way to engage with your audience and make a lasting impression. Survey after survey has proven that the use of music and sound strengthens trust, increases brand recall, and helps build a deeper connection between your product or project and your target market.

Register with us today and Universal Production Music’s team will be here to help you with all music and sound-related aspects of your next project. Browse our extensive library by playlist, collection, mood, or genre.