Why now is the time to build your brand’s Sonic Identity

Opinion

Sonic branding isn’t just effective; it’s the most distinctive and potent asset for brand recall, says Forever Audio’s CEO.

With advertising channels evolving and many formats under growing pressure, audio is fast becoming one of the most important tools for brand building, especially in the food and drink sector.

While the LHF regulations have sparked fresh conversations about campaign planning and compliance, they’re also shining a light on the role audio can play in building more recognisable brands. It’s about creative adaptation, and more importantly, long-term brand building.

The most distinctive brands are those that adapt across every channel. As brands navigate new media challenges, audio offers a consistent, creative way to build presence and recognition over time.

Sonic branding is a consistent, ownable audio identity that is fast becoming one of the most essential marketing tools. A sonic logo can do what a visual one can’t: it can show up across multiple formats, build memory structures over time, and become recognisable in just a few seconds.

Did somebody say…

With food and drink, sound is compelling. People listen to audio during emotionally charged routines, such as cooking, shopping, or exercising.

These are moments when brand messaging can genuinely land. Let’s look at Just Eat as an example.

Its sonic branding (a few unmistakable notes and a tone of voice) is now more closely associated with the brand than any image.

At Forever Audio, we’ve helped brands such as PepsiCo’s Rockstar Energy, Mitsubishi, Admiral, and Virgin Bet approach this challenge by starting with what matters. We talk to our clients to understand the brand’s value, how their audience feels, and what lasting impression the sound should leave. From there, we shape something bespoke, flexible and built to last.

Despite all this, most brands still don’t have a recognisable sound.

According to research from SoundOut, sonic branding isn’t just effective; it’s the most effective distinctive brand asset for brand recall. It outperforms everything from logos and taglines to colours and celebrity endorsements. Plus, when that sound is emotionally in tune with your brand’s values, it can increase campaign effectiveness by up to 30%.

Consistency is key

However, like all branding, consistency is key. The brands that sound the same across channels are the ones that stick. For food and drink brands specifically, Acast and YouGov also found that 94% of weekly podcast listeners are either fully or partially responsible for their household’s grocery shopping. It’s one more reason to put sound into your strategy.