Can’t Unhear This: Why Audio is Redefining Brand Communication

In a world dominated by visual content, vibrant colours and dazzling fonts, a crucial element often slips through the cracks: the power of sound. We write for the eye, but do we truly consider the ear?

The truth is, how our copy sounds aloud is just as, if not more, important than how it looks. I am a sucker for good sentence flow, carefully chosen words, and rhythmic cadence. I believe they are not merely stylistic flourishes; they are the keys to unlocking a deeper, more real connection with our audience. Enter audio branding.

Beyond the Visual: The Emotional Resonance of Sound

We often underestimate the emotional impact of sound. 

Think of your “break-up song,” the melody that instantly transports you back to a specific moment in time. Mine was this. 

I would be terrified of the Predator SFX. 

And this is a song that still soothes me to sleep.

These are not mere auditory experiences; they are emotional imprints, deeply etched into our psyche.

Unlike visuals, which engage the cognitive processing centres of the brain, sounds directly stimulate the limbic system, the seat of emotions and memory.

Neuroscience confirms this: specific sounds trigger specific neural pathways, evoking feelings of joy, fear, nostalgia, and everything in between.

Audio is inherently intimate and personal. It bypasses the conscious filter, speaking directly to our emotions and memories. This intimacy makes it a powerful tool for brands seeking to forge genuine connections with their audience.

Suffice it to say, no other medium can penetrate our emotional core quite like audio. 

The Timeless Appeal of Audio: From Street Cries to Sonic Logos

Using audio for communication and branding is far from a modern phenomenon. 

From the street cries of ancient traders to the captivating musicals of “La La Land,” sound has always played a vital role in human interaction. “Kharaab se kharaab chai” – I can’t get that earworm heard in railway stations and trains out of my mind. Stunning advertising, I’d say.

Did you know that in 1926, Wheaties became the first brand to utilise a jingle?

“When I’m writing, I am more conscious of the sound actually, than the meaning” says English writer Philip Pullman. I reckon this emphasis on the musicality of writing is crucial for crafting compelling audio content.

The Rhythm of Meaning: Alliteration, Cadence, and the Power of Three

Rhythm is a potent driver of meaning in audio. 

• Alliteration, the repetition of consonant sounds, creates a sense of flow and memorability. 
• The “power of three,” the use of three parallel phrases or words, adds emphasis and impact. 
• But only if the rhythm is natural and engaging, not jarring or forced.  

Think of these iconic advertising slogans: 

“Have a break, have a KitKat” – surely the tagline rings in your mind immediately.

Or does the jingle “Gilette – the best a man can get” resound more? That’s a great use of rhythm right there.

Even “Maybe she’s born with it, maybe it’s Maybelline” is a personal favourite ‘cos its such an earworm. 

Well, these slogans are catchy for a reason – they’re consciously crafted to resonate with the ear, creating a lasting impression.

Even written text employs sound to create rhythm. Consider the classic “Beanz meanz Heinz,” a phrase that relies on alliteration and a simple, rhythmic structure to convey its message.  

Embracing Limitations: The Gift of Focused Attention

Audio, however, presents unique limitations. Listeners cannot scan or re-read content. They are often surrounded by distractions and lack visual cues to guide their understanding. They must absorb the message in a single listening.

But I am a die-hard optimist – always looking at the brighter side of things. These limitations, therefore, can be seen as a gift. They force us to be concise, clear, and engaging. They demand that we craft content that captures attention and holds it. The absence of visual support compels us to paint vivid pictures with words, relying on sound to evoke emotion and create a memorable experience. It makes us push boundaries.

The Audio Renaissance: Podcasts, Voice Assistants, and Sonic Logos

Today, audio is experiencing a renaissance. Podcasts, voice assistants, and sonic logos are transforming the way we consume information and interact with brands. 

Sonic logos, like the Intel chime or the Netflix “tu-dum,” are becoming increasingly important in establishing brand recognition and creating emotional connections. 

The Ear as the Ultimate Arbiter: A Practical Approach

We build and share experiences through sound, and by mastering its nuances, we unlock its full potential. To harness the power of audio, we must shift our perspective. We must move beyond the visual and embrace the auditory. 

Here’s what I do:

• Read to myself: Pay attention to the rhythm and flow of sentences.
• Read out loud: Listen for awkward phrasing, clunky sentences, and jarring sounds.  
• Record myself and listen back: This provides an objective perspective on how copy sounds.
• Embrace iteration: Be prepared to revise and refine my copy based on what I hear.

Try it! You may be surprised at how much your copy changes when you listen to it with a discerning ear.

Happy listening, happy writing. 

Sources and related content:

The link between sound and emotions – Greentree Audiology in St. Louis

Explain the importance of sound in our daily life. – Doubtnut

Memorable Ad Jingles And How They’re Made (Part 1) – Audiosocket Blog