Sound is the invisible force that shapes how we feel about a brand. It builds anticipation, triggers nostalgia, and even changes how we perceive the brand. A commercial might have impressive visuals, but without the right sound design, it can fall flat. In advertising, sound doesn’t just complement the message; it defines how audiences connect with it. Yet, many advertisements treat sound as an afterthought, missing out on its full potential. Here’s why your brand’s videos shouldn’t be one of them.
1. Sound Drives Emotional Connection
Sound has the power to elevate an ordinary moment into something deeply moving. It can dictate whether an ad feels exciting, sentimental, or nostalgic. Without the right sound, even the most visually stunning ad can feel uninspiring.
Take Cadbury’s commercials, for instance. The sweet jingle with its nostalgic twinkle of piano notes turns a simple moment – two people sharing a chocolate bar – into something heartwarming and romantic. Without it, the scene would lack the same emotional depth. Now, contrast this with Apple’s product launch ads. They feature snappy, high-energy beats that build excitement and get viewers pumped about the launch.
The purpose of each ad dictates its sound. Cadbury’s evokes warmth, while Apple’s creates hype. The right sound design doesn’t just accompany visuals – it actively shapes how the audience interprets and connects with them.
2. Sound Shapes Brand Perception
The sound a brand chooses defines how consumers see it. Levi’s, for example, using the energetic, catchy song “Makeba” for their commercials instantly associates the brand with youthfulness, confidence, and a funky, carefree spirit. Whereas, luxury fashion brands like Sabyasachi use slow, jazz-inspired or classical Indian instrumentals to exude sophistication, in turn establishing themselves as an exclusive, high-end brand. Sound helps cement a brand’s personality in consumers’ minds.
3. Sound Reinforces Brand Identity
Some of the most iconic brands have distinct sonic identities. Think of Netflix’s “ta-dum” or McDonald’s “I’m Lovin’ It” jingle. These sonic cues instantly trigger brand recognition. When used consistently, sound elements can become as iconic as a logo or slogan, giving a brand an unmistakable identity.
4. Sound Holds the Viewer’s Attention
With viewers scrolling past content in seconds, sound design can be the hook that stops them. A sharp beat drop, a sudden pause, or an unexpected sound effect can capture a viewer’s attention. And it doesn’t stop there. Good sound design can subtly guide viewers toward key moments in the rest of the video too. A well-timed audio cue can direct focus, emphasize an important message, or build anticipation before a big reveal.
Too often, brand videos treat sound as background music to be slapped onto visuals at the last moment. The result? A forgettable experience.
If you want your brand’s marketing videos to leave a lasting impact, it’s time to think beyond just visuals. Because when sound is done right, it doesn’t just complement visuals; it transforms them. It’s what makes a video feel premium, polished, and persuasive – what separates a film that’s simply watched from one that’s truly felt.
