We live in a visually saturated world. Logos, ads, colors, typefaces — all scream for attention. But while everyone is fighting for a place in your customer’s eyes, there’s one powerful shortcut to their memory that many businesses overlook: sound.
That’s where audio branding (also known as sonic branding or sound branding) steps in.
In simple terms, audio branding is the use of sound to reinforce your brand identity. Just like your visual logo, slogan, or brand color, an audio logo — even if it’s just 3 seconds long — can become a powerful trigger for recognition and emotion.
Think of the Netflix “ta-dum”, Intel’s iconic chime, or McDonald’s “I’m lovin’ it” jingle. You hear it — and you know the brand.
But audio branding goes beyond short jingles — it includes the full sound environment your brand creates. This includes the background music in your store, the tone of your customer service voice messages, the intro to your podcast, or the ambiance on your website.
Here’s why investing in your brand’s sound is not just smart — it’s strategic:
• Faster recognition
Audio works faster than visuals. Our brains process sound in milliseconds — an audio cue can trigger brand recall in under 2 seconds.
• Emotional connection
Sound goes straight to the limbic system — the emotional center of the brain. That means music and audio can create feeling, not just recognition.
• Multi-channel consistency
Whether it’s your store, an online ad, a customer service phone line, or your podcast intro — sound branding keeps your tone consistent and professional.
• Branded background music sets the mood
The music you play in your commercial space (store, restaurant, salon, hotel lobby, etc.) is also part of your brand identity. Carefully curated background music helps shape the experience, match your values, and emotionally engage customers — often without a single word being spoken.
• Stand out where others are silent
Most brands still don’t use sonic identity actively. That’s your competitive edge.
• A custom audio logo (like a short jingle or sound signature)
• Branded background music for your store, office, or venue
• Voice and tone guidelines for your phone system or ads
• Soundscapes that match your customer experience
• Music programming that reflects your brand’s personality
If your brand doesn’t have a sound — someone else’s will fill that space.
And in a market full of noise, the most strategic sound is the one that’s intentional.
Let your customers not just see your brand — let them hear it.
Ask about Cherry music, pricing, implementation or anything else. Our highly trained reps are standing by, ready to help.
A small investment that gives a substantial competitive advantage to your business!