Skip links

The Effect of Music and Audio Branding on Consumer Perception

How Music Shapes What We Buy

In the hustle and bustle of today’s fast-paced world, grabbing someone’s attention is like catching a shooting star—quick and rare. 

We often talk about the impact of logos, but what about the tunes that play in the background of our favorite stores or the catchy jingles in brand ads? 

We start hearing even before we’re born, and music has a special power. It can make us feel all sorts of things—calm, happy, or even a bit scared. 

Did you know?  

Close to 79% of people recognize brands by their sound.

Think about it—how often does a quick melody or a familiar tune linger in your mind? In a world where time is a precious commodity, sound branding quietly steps in, creating lasting impressions without us even realizing it.

Today, let’s dive into the mesmerizing effect of music and audio branding on how we perceive brands.

The Playlist of Perception

Music has this magical ability to set the mood, right? Well, it turns out, it can set more than just your Friday night vibe. Retailers and brands have caught onto this and are curating playlists strategically designed to influence how you feel about their products.

Ever noticed how a luxury store sounds like a sophisticated jazz lounge? That’s not by accident. Slow, melodic tunes make you slow down, appreciate the surroundings, and, in turn, the fancy items on display.

Now, think about the last time you heard a familiar song while shopping. That connection you felt with the music? Brands aim for that because, in that moment, the product becomes a part of the soundtrack of your life.

It’s not just about creating a jingle; it’s about crafting a sonic signature that echoes in the minds of consumers.

Creating a Sonic Signature

Tata Sky; The Whistle, uses a distinct whistle as its sonic logo. The brief yet catchy tune plays at the end of their TV commercials.

The whistle has become synonymous with Tata Sky, serving as a playful and memorable sonic cue. It reinforces the brand’s tagline, “Isko laga dala, toh life Jhinga La La!”

Airtel; Signature Tune, is played during commercials and as a caller tune for Airtel customers. This tune is not just a sound; it’s an experience. It has contributed to Airtel’s brand identity and is recognized by millions of users.

Amul; “Utterly Butterly Delicious” – jingle featuring a catchy tune accompanying its famous mascot, the Amul girl. The jingle often ends with the tagline “Utterly Butterly Delicious.” This simple yet effective jingle, created a musical association with the brand. It enhances brand recall and adds a playful element to Amul’s advertising.

Netflix; The “Ta-Dum” sound that plays before Netflix original content is a distinctive sonic logo. It serves as a prelude to an immersive streaming experience. This sound not only signifies the beginning of an original Netflix show but also creates a sense of anticipation, contributing to the overall viewing experience.

The Science Behind the Sounds

There’s science at play here. Studies show that music can influence our emotions and, subsequently, our buying behavior. Upbeat tunes might make you more likely to grab that flashy pair of sneakers, while soothing melodies could nudge you towards a calming cup of herbal tea.

Brands are essentially becoming maestros, orchestrating the soundtrack of your shopping experience to compose the perfect symphony of emotions that align with their products.

The Beat of Brand Consistency

Consistency isn’t just a virtue; it’s a powerful tool in the hands of marketers. When a brand consistently uses a specific sound or jingle across its advertising platforms, it creates a sonic signature. Much like the golden arches of McDonald’s or the swoosh of Nike, this audio identity becomes instantly recognizable.

Imagine you’re flipping through channels, and a snippet of your favorite brand’s jingle catches your ear. It’s more than a jingle; it’s a reminder, a familiar voice saying, “We’re here, and we’re consistent.”

The Power of Emotional Resonance

Let’s talk emotions.Music has this incredible ability to tug at our heartstrings and brands know this. When a brand taps into the emotional notes of a melody, it creates a connection beyond the product. It’s like the brand is saying, “We get you.”

Consider the impact of a car commercial with a soul-stirring melody. Suddenly, you’re not just looking at cars; you’re envisioning a lifestyle, an adventure. Music turns a mere transaction into an emotional journey.

The Rhythm of Recall: Memorability in Musical Moments

Ever had a song looping in your head for days? That, my friends, is what scientists call an “earworm.” Brands use this phenomenon to their advantage, aiming to get their tunes stuck in your head.

Our brains are wired to remember melodies far better than words alone. The rhythm and melody become a mnemonic device, imprinting the brand in our memory. 

When a brand’s jingle becomes your personal earworm, you unwittingly become an ambassador. 

You hum the jingle while waiting in line, and someone nearby recognizes it. Instant connection – the brand has seamlessly infiltrated your social sphere.

This subtle invasion into our daily lives turns consumers into inadvertent marketers. This memorability factor is a marketer’s goldmine, increasing brand recall and recognition.

Navigating Cultural Harmony: A Global Approach

In a world connected by the internet, brands often span across borders. Music, with its universal language, becomes a bridge that transcends cultural barriers. 

Think of the global resonance of McDonald’s iconic “I’m Lovin’ It” jingle—it’s a testament to how a well-crafted audio brand can harmonize with diverse audiences worldwide.

The Art of Subliminal Messaging

Ever noticed how certain tunes can make you feel more inclined to buy? That’s the art of subliminal messaging in action. When music complements a brand’s message, it creates a powerful subconscious influence.

A fast-paced, upbeat tune in a sportswear store might subconsciously encourage you to feel energetic and active. 

On the flip side, a slow, melodic track in a spa might prompt relaxation and tranquility. It’s like the brand is speaking directly to your emotions through music.

In-Store Experiences and Ambient Soundscapes

Beyond catchy jingles, the ambient music in stores plays a crucial role. Research suggests that the right background music can enhance the shopping experience, influencing the time spent in-store and even affecting purchasing decisions.

Imagine walking into a high-end fashion boutique. The carefully curated playlist isn’t just a random assortment of songs; it’s a part of the brand’s narrative. Slow, elegant tunes may encourage customers to linger, immersing themselves in the luxury atmosphere.

Audio Branding Across Platforms: Beyond the TV Screen

Audio branding extends far beyond TV commercials. With the rise of podcasts, audiobooks, and voice assistants, brands now have an auditory canvas on which to paint their identity.

Measuring the Decibels of Success: Analyzing the Impact

In the realm of marketing analytics, the impact of audio branding is measurable. Metrics such as brand recall, customer engagement, and emotional response provide valuable insights into the effectiveness of a brand’s audio strategy. Analyzing these metrics allows marketers to fine-tune their sonic approach, ensuring it strikes the right chords with their audience.

We’re built to react faster to sound than we can think. From ancient instincts to today’s world, sounds guide us. A beep says it’s safe to cross, a ding means your card is accepted, and a buzz says your computer needs a look. Sound, simple but powerful, keeps us in the loop. 🎵✨

The Bottom Line

So, why does sound matter in marketing’s fast lane? Because in a world where time is a luxury, a catchy tune or a familiar melody can do what paragraphs of text sometimes can’t.

It’s not just a background noise; it’s a strategic tool shaping how we perceive and connect with brands.

Next time you’re bopping your head along the aisles, know that it’s not just a catchy tune—it’s a carefully crafted melody steering your shopping adventure.

In conclusion, let’s continue our journey through the harmonious landscapes of our favorite stores, appreciating that the music playing isn’t just a melody – it’s a meticulously crafted part of the brand’s story.


Happy listening, and may your shopping adventures be filled with harmonious vibes! 🎶✨