Ever Noticed How Your Food Delivery Sounds Like Joy?

That little chime isn’t just a notification, it’s a feeling. A micro-moment that brings a smile. That’s sonic branding. And it’s quietly transforming how we connect with the brands we use every day.

Now think back to your last restaurant visit. Maybe it wasn’t just the food that made it memorable. It might’ve been the soft hum of jazz, the gentle clink of glasses, or the comforting sizzle from an open kitchen. Whether planned or ambient, sound sets the mood, drawing emotional boundaries around the experience.

In fact, some restaurants are now designing “sound experience meals” where music and ambient noise are paired with specific dishes to explore how sound can change how we feel and taste. A soft violin note might make dessert feel sweeter. Forest sounds can make earthy ingredients taste richer. It’s proof that sound doesn’t just support experience, it can define it.

“Before logos, we branded with sound.”

Long before modern branding, temples used conch shells, bells, and chants not just for ritual but for emotional and spiritual alignment. These ancient sounds weren’t decoration, they were design, meant to ground and guide.

And today, from the ding of your food delivery to the chime of a successful payment, sonic cues continue to shape how we remember and connect.

What Is Sonic Branding?

Sonic branding is the use of sound to express a brand’s identity.
Just like a logo shows who you are visually, sonic branding shows who you are audibly.

It can take many forms:

• Sound logos – like Netflix’s “ta-dum”

• Notification chimes – like Swiggy’s order confirmation

• Product sounds – like the WhatsApp “whoosh” when sending a message

• Jingles or anthems – like Britannia’s “ting-ting-ta-ding” or Airtel’s tune by A.R. Rahman

It can also be subtle, a calm notification ping, a welcoming tone, or the success sound in your app’s checkout. If it reflects your brand’s personality and is designed with intention, it’s sonic branding.

Why Does Sound Matter So Much?

Because sound isn’t just processed, it’s felt.

In just 0.05 seconds, our brain begins forming an emotional response to a sound. Faster than visuals.
People may forget your app’s color palette, but they’ll remember how it sounds when something goes right.

Here’s why sonic branding works:

• Emotionally sticky – Activates memory and feeling at once

• Intuitive guidance – Indicates success or error without extra visuals

• Differentiation – While most brands focus on visuals, few design for sound

• Behavior reinforcement – Repeated sound cues build habits

• Cultural memory – Familiar sounds (like a camera shutter) create instant recognition

Everyday Brands That Get Sonic Right

1. Netflix

Just two notes, yet the “ta-dum” tells you exactly what’s coming: premium, binge-worthy content.

Video Source: Netflix (YT).

2. Zomato

That zoom order chime? It’s instant joy. Quick, crisp, and reassuring.

Video Source: Zomato (YT)

3. Google Pay

The “ka-ching” after a transaction builds trust. Simple, effective, and repeatable.

Video Source: Google Pay (YT)\

4. Nokia

That iconic ringtone? It didn’t just ring, it defined an era. Proof that good sound sticks for life.

Video Source: Abhijit Nair's Channel (YT)

5. Hyundai

From car startup tones to subtle safety alerts to TVCs, Hyundai uses sound to make every drive feel intuitive and modern.

Video Source: Matthew Scola (YT)

6. Airtel

Airtel’s signature tune, composed by A.R. Rahman, blends modernity with emotion, creating a melody that transcends ads.

Video Source: Music Beats (YT)

7. Britannia

With its catchy rhythm and cheerful tone, Britannia’s jingle triggers instant nostalgia and brand recall.

Video Source: Britannia International (YT)

How Can Designers Use Sonic Branding?

You don’t need to be a sound engineer, just a thoughtful designer.

Ask yourself:

• What does “success” sound like in my product?

• Can a sound replace or support a visual cue?

• Is my tone fun, minimal, calming, and does the sound match?

• Am I using sound on purpose, or just because I can?

And remember: silence is a powerful design tool. Use sound to enhance, not overwhelm.

Sonic Branding Is More Than a Trend

It’s a sensory asset, as valuable as typography or motion.
Whether you’re designing an app, a service experience, or a physical space, sound adds emotional depth.

In a world overloaded with visuals, sound is your quiet differentiator.

So next time you're designing a product experience, ask not just what it looks like,
Ask: What does your brand sound like?