Sonic branding, also known as audio branding, is the deliberate integration of sound into your brand’s identity. The culmination of rhythms, tunes, tones, cadences, voices, and even stillness, is much more than simply a simple lyric.


“Most businesses still assume sonic branding is a jingle or sonic logo rather than a comprehensive suite of harmonizing sounds that link a brand identity,” says Daniel M. Jackson, the author of Sonic Branding: An Introduction, in an interview with Transform.


Consider the science of sensory marketing:

  • The Rice Krispies’ actual snap, crackle, and pop
  • The unmistakable ASMR sound of Pop Rocks
  • The squeaky scrawl of a fresh Sharpie


Effective sonic branding leverages sonic cues to draw in listeners and offers firms a unique chance to forge deep relationships via the power of sound. Whether you’re a self-creator, an entrepreneur, or just starting started, it’s imperative to consider the sounds connected to your brand early on. It should be considered for all forms of branding, not simply those involving large corporations.


Why sonic branding matters

We all have sounds that elicit specific responses or emotions, many of which are universal. You know what to do when you hear a fire alarm or a doorbell. What about the sound of birds tweeting, a warm fireplace crackling, or waves breaking on the beach?


How do you feel when you hear that music on the radio that makes you think of your ex? Each of these distinct noises can create an auditory sensory memory called an echoic memory, which preserves audio data (sound).


Brand awareness and loyalty may be increased by utilizing the emotional impact and connection that sonic branding can have on audiences. Thanks to associations, customers will remember your goods or service merely by hearing it.


A 360-degree brand experience is built through sounds. Knowing your target market is essential when developing a brand; sonic branding may help you get in touch with those people. For example, the background music in a “how-to” video or the sound of a button clicking in your app might influence the user’s mood and feelings in addition to their experience.


Sonic branding is a persuasive approach to influencing a customer’s experience through sound, even if all branding initiatives attempt to evoke emotional responses. Furthermore, according to research, companies having a sound identity are seen favorably by 33% of consumers under the age of 35. Audiences’ emotional ties must be cultivated through sonic experiences.


People need sonic branding today to connect to their audience, which is why many named artists use it and are teaching their co-workers and the artists around them about sonic branding. One of those people is Mark Siegel.


To know more about the topic, we want our readers to read about Mr. Seigel and understand his music journey and how he helps others around him with sonic branding.


Mark Siegel is an American songwriter, producer, and musician based in Nashville, Tennessee. He is the founder of Static Flight Music Group, an artist development company.


Siegel toured as a musician and music director before joining the alt-pop rock band NEEDMORE (2010 – 2013). After his departure, Siegel began writing for and producing several artists out of Nashville, TN, where his work has been featured in several film and television placements and garnered over 500 million streams.


In 2022, Siegel was the music composer for Sony Pictures Entertainment’s film Father Stu. Since then, he has become known for his cinematic film trailer compositions.


He has spent years casting a wide net in the entertainment industry, allowing him to be a part of many different stories. He has taken a different approach than many; learning several different skill sets will enable him to work with and experience more areas of the music industry rather than just sticking to one place.


It’s allowed him to thrive and become part of several different stories and artist careers. It’s rare to have a passion for both the creative & business sides of the industry, but he has found a way to love them both.


Knowing the importance of the connection to the audience, Siegel makes sure to keep his fans in the loop of whatever he is doing; he uses the approach called “sonic branding,” and whoever is working with him helps do the same.