Multiply the power of a brand name with a sonic signature

Fast Company

16-06-2025

Sound is one of our most primal senses. Originally an early warning system from predators, sound still shapes our first impressions when we encounter something new. However, the branding world has historically led with the visual: brand name, logo, and design come first; sonic branding, if done at all, is done later. In today's AI-enabled world, this is a missed opportunity. When a sonic signature is developed at the start of the branding process—from the same phonetic DNA as the name—brands can engage consumers across multiple senses, turning first impressions into full-brain experiences.
Why does sound matter? Branding is now more competitive than ever before. According to the U.S. Census Bureau, over 5 million new business applications were filed in 2024 alone. As these brands are launched into an already saturated marketplace, sound remains one of the most underrated tools for standing out.
Sound is a call to action
The power of sound is rooted in cognitive science, which shows that our brains are wired to seek out what's different. When we encounter something novel—like a brand—our brains quickly decide if it is worth remembering, all within the first few seconds. In that instant, sound gives brands a head start: auditory input is processed two to four times faster than visual input, and results in quicker reactions.
For this reason, sound has historically been used as a powerful call to action. The first recorded example is when Paulinus of Nola, a Roman senator, introduced bells into the Christian church in 400 AD. These bells were the first 'sonic signature,' serving as a signal to call worshippers for prayer. Over a millennium later, scientist Ivan Pavlov formally proved the power of sound in the 1900s, showing that dogs could be conditioned to salivate at the sound of a bell (even when no food was presented). Today, we see this principle everywhere—it's why movie soundtracks make us feel a certain way (even when the movie isn't playing), or why YouTube has 10-hour videos of nature sounds to use while studying.
Sound has a unique ability to transport us somewhere else, and this has extremely valuable implications in branding. Research from sonic testing firm SoundOut found that brands with recognizable sonic logos were seen as 5% more valuable (by 30,000 consumers), translating to millions of dollars in additional value. This was supported by Kantar's BrandZ research study, where brands with strong sonic assets reached 76% higher brand power and 138% increased perceptions of advertising strength. This means that sound is able to successfully drive consumer behavior (interest, engagement, or even purchase). Finally, a strong sonic logo markets itself: It's estimated that Intel's was played once every 5 seconds around the world after its release in 1994.
Start with naming
However, the sound of a brand doesn't start with its sonic signature, but with its name. Brand names are a priming tool of their own—they signal how a brand might behave. From over four decades of proprietary linguistic research, we know that different sounds can prime different associations in the mind of a consumer (this is called sound symbolism). We've found that sounds like 'z' and 'v' are fast and energetic, while sounds like 'b' and 'g' are large and stable, and so much more. When combined, these sounds shape the perception of consumers; an arbitrary name like Blackberry (loud and distinctive) creates different expectations from an invented name like Dasani (smooth and luxurious).
When a brand name and sonic signature align, the result is more valuable and entirely authentic—a duet of brand assets that live and breathe as one. For example, Toyota's 3-note sonic signature features a choir of voices singing 'oh-oh-ah,' mirroring the vowel sounds of the brand name. Lucid Motors did the same: creating a 5-note melody that mirrored the five letters of Lucid. This synergy forms a lasting link between name and sound, boosting recognition—and consequently, purchase intent—even when the name or sound is encountered on its own.
Beyond memorability, the integration of name and sonic has another powerful benefit. Cognitively, words and language (like a brand name) are processed in the left hemisphere of the brain, while music and sound are processed in the right. When name and sonic work together, they activate the whole brain—at both a conscious and subconscious level. This allows a brand to truly transcend the sum of its parts.
A brand name on its own can make you think. A sound on its own can make you feel. But when name and sonic signature are designed as one, they create a unified cognitive experience: becoming more resonant, memorable, and impactful. In a crowded market, this isn't a luxury—it's your competitive advantage.