Why Sonic Branding Is the Secret Weapon Modern Marketers Can't Ignore
Why Sonic Branding Is the Secret Weapon Modern Marketers Can't Ignore
In today’s fast-scrolling, ad-skipping world, brands are in a race not just to be seen—but to be remembered. And while visual logos have long been a staple of brand identity, new research suggests they may no longer be the most effective way to stay top-of-mind. In fact, one powerful asset is quietly outperforming them in early brand recognition: the sonic logo.
According to a 2025 global study from System1 and TikTok, which tested over 800 TikTok ads across multiple markets and verticals, sonic branding elements like jingles and audio mnemonics deliver significantly higher brand awareness lift than traditional visual cues like logos, slogans, and even celebrity appearances.
The Numbers Speak—And They Sound Great
When examining the effectiveness of different brand assets introduced within the first two seconds of a short-form ad, sonic logos topped the list—driving a staggering 191% increase in brand awareness. Compare that to:
- Logos: –30%
- Written brand names: –16%
- Brand slogans: +27%
- Brand colors: +12%
- Logo in Context: +182%
- Sonic assets: +191%
Yes, you read that right. Sonic branding outperformed even visual logos by over 220 percentage points in brand lift.
Why Sound Cuts Through
In skippable environments like TikTok, attention is fleeting. The first two seconds make or break an ad. Sonic assets trigger faster emotional and cognitive responses—embedding brand identity into memory more effectively than visual elements alone. Think of the Netflix “ta-dum,” the McDonald’s “I’m Lovin’ It” jingle, or Intel’s iconic five-note chime. These sounds don’t just complement a brand—they are the brand.
Sonic Branding Builds the Long and the Short
The System1 x TikTok study also reinforces that sonic assets aren’t just about recall—they drive results. Sonic logos that appear early in an ad boost both long-term brand equity and short-term conversion, helping brands win across the full marketing funnel. Unlike static visual logos, sonic branding adds emotion, storytelling, and rhythm—crucial ingredients in stopping the scroll and holding attention.
What This Means for Brands
If your brand is still relying primarily on visual identity to build recognition, it's time to listen up—literally. In a media landscape ruled by noise, the brands that break through will be the ones that know how to sound like themselves—consistently, memorably, and early.
Get in touch to start your sonic branding journey.