Audio branding in the B2B sector

Alexander Wodrich, managing director at why do birds, argues that high-quality sonic identities can lead to better outcomes for B2B brands.

In today’s competitive business landscape, brands are constantly seeking ways to differentiate themselves. While visual branding has long been a priority, audio branding remains an underutilized yet powerful tool – particularly in the B2B sector. Many companies focus on logos, color schemes and typography, but sound is just as crucial in shaping brand perception. A well-crafted, holistic audio branding strategy can enhance brand recall, build trust, and create deeper emotional connections with clients.

Understanding audio branding in B2B v B2C

Audio branding, or sonic branding, involves the strategic use of sound elements – such as music, voice and soundscapes – to create a distinct auditory identity. While B2C brands have long embraced audio branding through jingles, advertisements and product sounds, B2B companies often overlook its potential.

In B2C markets, audio branding often aims to evoke instant emotional reactions and drive impulse purchases. Think of McDonald’s iconic “I’m Lovin’ It” jingle or Intel’s recognizable sonic logo. These sounds are designed to create a fast, memorable connection with consumers. In contrast, B2B transactions are typically more complex, involving longer sales cycles, multiple stakeholders and high-value contracts. Audio branding in this realm must therefore focus on consistency, professionalism and trust-building rather than immediate emotional engagement. In B2B audio branding it’s not about being the loudest!

In a B2B setting, where relationships and reputation are paramount, a cohesive audio branding strategy can subtly communicate a company’s reliability, expertise or innovation. Sound is deeply linked to human cognition and decision-making. Studies show that auditory stimuli can influence perception and behavior, making it an invaluable tool for shaping brand identity.

Key elements of a holistic B2B audio branding strategy

So, what elements are essential for developing a holistic audio branding?

1. Sonic logo

A sonic logo is the auditory equivalent of a visual logo – a brief, distinctive sound that instantly represents the brand. In the minds of most marketers, it sits at the end of video content. However, more and more often we see sonic logos also as opening elements, setting the stage for the brand right from the beginning. Especially when videos are not watched all the way to the end, you will want to leave the viewer with the right impression and present your brand in the first moment. Telephone on-hold lines are another prominent example where a sonic logo can welcome a caller with an identifiable audio signal.

2. Brand voice

The choice of voice in automated systems, video narrations and customer service interactions significantly impacts brand perception. A well-selected voice should align with the brand personality – whether that means sounding authoritative, friendly or witty. For budgetary reasons, it may be tempting to choose a digitized voice off the shelf. Using a standard voice that is possibly also used by your competitors can never be a good idea. It needs to be kept in mind that the use of a voice is the nearest you can get to a direct human interaction. So, authenticity is key. Be approachable.

3. Brand music

A holistic audio brand goes beyond just choosing the right audio tonality or musical genre for a brand. Sound has the potential to tell a story. Brand music pieces can contain several recognizable elements: a memorable hook, certain sound effects, unique instruments, riffs, rhythmical patterns and musical principles that should then be used flexibly over and over again in all musical applications of a brand.

Consistency is key

“…over and over again…”: As with all branding assets – be it visual or auditory – consistency is key. Brand recall and trust building take time. When a certain brand recall is not reached within a year or two, marketers often give up and let the continuous use of audio branding assets slip. Internally, people may also be getting tired of wearing those shackles. They miss the freedom of being able to create something fresh and unheard. This should, however, be possible within a good audio branding concept. Creating brand recall by means of consistency does not mean having to use the identical audio files over and over again. A good audio branding concept is flexible and will allow for variety.

The business benefits of audio branding in B2B

So, if done right, a comprehensive audio branding strategy delivers not just a stronger brand recall and enhances trust and credibility, it also makes brands unique and stand out in their competitive space. It can improve customer engagement – when interactions are more memorable and enjoyable. So, while B2C brands have long understood the power of sound, B2B companies are just beginning to recognize its potential. In an era where brand differentiation is key, companies that ignore the auditory dimension of their brand risk being unheard – literally and figuratively.