In this glossary, you’ll find essential terms for sonic branding, from audio logos and sonic DNA to functional sound design. Whether you’re crafting a new brand sound or refreshing an existing identity, this guide helps you understand the language and key touchpoints.
Core Sonic Branding Concepts
Sonic Branding
The strategic use of sound to reinforce brand identity. Sonic branding includes the creation of a sonic universe (logo, anthem, voice, music system) that expresses a brand’s values, tone, and emotion across multiple touchpoints.
See our in-depth explanation of what sonic branding means.
Sonic Identity
The unique sound DNA of a brand. It is consistent, recognizable, and emotionally resonant. It’s built to grow with the brand and includes all elements of the audio expression.
Sonic DNA
A recurring and distinctive set of musical features and motifs that define a brand’s sound identity. It forms the foundation from which all branded compositions are derived.
Audio Branding
A broader term often used interchangeably with sonic branding. It refers to the deliberate use of audio elements in a brand’s communication strategy.
Signature Brand Sounds
Sonic Logo
A short and distinctive audio signature (usually 1–5 seconds) that reflects a brand’s identity. Think of it as the auditory version of a visual logo. It’s often used at the end of TV, radio, or video content.
Brand Anthem
A longer musical piece that reflects the spirit and values of the brand. Often used in emotional storytelling or high-impact campaigns.
Sung Slogan
A musical interpretation of a brand’s tagline or verbal slogan, often created to enhance memorability and emotional impact.
Musical Theme
A melody or harmonic structure consistently associated with a brand. It can be adapted for various platforms and campaigns while remaining identifiable.
On-Hold Music
Music played when a customer is waiting on a call. It sets tone, builds brand trust, and can be uniquely composed to reflect the brand.
Functional & UX Sounds
Functional Sound Design
Sound created to improve user experience or communicate a function, such as alerts, confirmations, or transitions. Used in product interfaces, apps, smart devices, etc.
UX Sound
Audio cues that enhance digital interactions. Includes sound design for buttons, notifications, and product behavior. These micro-sounds reinforce brand tone and usability.
Design & Strategy Terms
Moodboard
A curated set of musical or sound references used during the design process to define the desired tone, pace, and emotional resonance.
Harmony
The combination of simultaneously sounded musical notes to produce chords. Used to express emotional tone — e.g., major for optimistic, minor for introspective.
Groove
The rhythmic feel or sense of swing in a musical piece. Groove impacts perception — energetic, relaxed, authoritative, etc.
Timbre
The tone quality or color of a sound. A violin and a synth playing the same note will still sound different — that’s timbre.
Voiceover / Vocal Identity
The spoken elements of a sonic brand — including voice selection, tone, accent, and pacing — aligned with brand personality.
FAQ
Q: What is the difference between a sonic logo and a sonic identity?
A sonic logo is a short signature sound, while a brand anthem is a longer musical piece that reflects broader brand values.
Q: How does sonic branding help brand recognition?
By associating consistent and distinctive audio elements with a brand, sonic branding improves recall, emotion, and connection across touchpoints.
Q: Is sonic branding the same as audio branding?
They’re often used interchangeably. Some consider audio branding broader, but both refer to building brand equity through sound.
Want to Create Your Own Sonic Language?
Sixième Son is the world’s leading sonic branding agency. We’ve created over 500 sonic identities for global brands across every touchpoint.
