The Soundtrack of Your Brand: How Music and Sound Design Can Boost Customer Engagement

Think about the last time you heard the iconic chime of a commercial, or how certain brands have a jingle that pops into your mind the moment you hear the first note. Now think about how much more memorable those brands become because of that sound. Just as a movie has a soundtrack to enhance its story, your brand can benefit from its own carefully curated audio identity.

Welcome to the world of sonic branding—where music and sound design do more than just entertain—they create emotional connections, enhance brand recognition, and ultimately, drive customer engagement.

The Power of Sound in Marketing

Have you ever walked into a store and instantly felt uplifted because of the background music playing? Or maybe you’ve heard the “whoosh” sound when sending an email and felt satisfied with that completion? That’s the subtle but powerful effect of sound. When used correctly, sound can evoke emotions, make experiences more immersive, and deepen customer loyalty.

Studies show that music and sound can increase brand recall by 96%. That's why companies like Intel, McDonald's, and Netflix have all invested in sound design. These are brands that know their sound—whether it’s Intel’s five-note audio logo or Netflix’s signature “ta-dum”—immediately connects customers to their brand identity.

How Music Influences Emotions and Actions

Sound doesn’t just help people recognize your brand—it influences how they feel about it.

• Emotional Connection: Music can tap into your audience’s emotions faster than any other medium. Whether it’s a calming melody that creates a sense of trust, or an upbeat tune that triggers excitement, sound can set the emotional tone of your brand interaction. Spotify, for example, uses personalization algorithms not just for music, but for ads too, ensuring that the right type of sound accompanies their marketing messages.

• Behavioral Impact: Research shows that background music can affect how long people stay in a store, how much they buy, and even how they perceive the price of items. Slow, calm music in restaurants, for instance, encourages diners to linger and spend more, while fast-paced tunes in retail environments can boost energy and impulse buys.

Creating the Soundtrack of Your Brand

Ready to turn up the volume on your brand? Let’s break down how you can use sound design to create your own unique brand soundtrack and boost customer engagement.

1. Start with Your Brand's Personality

Before you jump into sound design, think about your brand’s personality. Are you fun and energetic? Sleek and professional? Calm and reassuring? Your audio identity should reflect your brand’s core values. For example, a luxury brand might opt for classical, minimalist sounds, while a sports brand might choose high-energy beats that echo motivation and excitement.

A great way to get started is by asking, “If my brand was a song, what genre would it be?” The genre and mood of the music you choose will say a lot about your company’s identity.

2. Create a Sonic Logo

A sonic logo is the auditory equivalent of your visual logo. It’s a short sound or jingle that represents your brand. Think about Intel’s five-note melody or McDonald's "I'm lovin' it" jingle. These simple, memorable sounds trigger instant recognition.

Even if your business is small, having a distinctive sound attached to your brand creates a long-lasting association that grows over time. The key to a great sonic logo is simplicity—short enough to stick in the memory, but distinct enough to stand out.

3. Curate Playlists for Customer Engagement

Whether you have a physical store, an office, or a digital presence, the music you choose can influence how customers feel when interacting with your brand. You can create specific playlists that align with your brand’s values and mood.

Take Starbucks, for example. They curate in-store playlists that reflect the brand’s hip, relaxed vibe. You can use this same concept to curate a soundscape that enhances the experience of being in your space—whether virtual or physical.

• In-store/Office: Choose music that reflects the environment you want to create. Soothing background music may encourage longer customer stays, while lively tracks could make your space feel dynamic and exciting.

• Digital Channels: Whether it’s a podcast, a live stream, or even the music accompanying a YouTube ad, every sound that comes from your brand should fit into the larger sound identity you’re creating.

4. Use Sound in Digital Marketing

Sound design can be a huge asset in your digital marketing efforts. Whether it’s adding background music to your website, sound effects in your social media videos, or music for online ads, these elements can enhance customer engagement.

For example, YouTube ads with memorable jingles or soundtracks often outperform those without sound, particularly when paired with powerful visuals. Even a few seconds of the right sound can grab attention and leave a lasting impression.

5. Leverage ASMR (Autonomous Sensory Meridian Response)

ASMR videos have gained massive popularity, and brands are starting to take notice. The soothing sounds—like tapping, soft whispers, or page-turning—trigger a sensory response in some viewers, making them feel calm and relaxed.

Brands like IKEA have embraced ASMR by creating content that focuses on soft sounds of their products, like sheets being folded or pillows being fluffed. By incorporating ASMR into your marketing, you can create a unique and memorable experience that draws customers in and leaves them feeling good.

Case Studies: Brands with Killer Sound Strategies

• Apple: Apple has perfected the art of using sound subtly but effectively. From the distinct “ding” when an Apple Pay transaction goes through to the soft click of a keyboard on a MacBook, each sound enhances the user experience and reinforces the brand.

• Mastercard: Mastercard recently revamped their entire sonic identity. They created a global brand sound that works across different markets, designed to be adaptable for various platforms, from physical stores to digital payments.

• Coca-Cola: Coca-Cola’s use of sound in marketing—such as the pop and fizz of a freshly opened bottle—is iconic. They’ve even built ads around this sensory experience, reinforcing their brand identity as refreshing and uplifting.

Final Thoughts: Turn Up the Volume

Your brand is more than a logo, slogan, or color scheme—it’s a full sensory experience. By creating a strategic sound identity, you can boost customer engagement, evoke powerful emotions, and make your brand unforgettable.

In a world where visuals often take the spotlight, sound remains an underutilized tool that can set you apart from the competition. So, ready to craft the soundtrack of your brand? Let’s make some noise.