What Is Sonic Branding, and What Does It Cost in the UK?

Written by Luke Tyler, composer

Sonic branding is the use of sound to make a brand easy to recognise. It can be as small as a two-second sonic logo, or as big as a full system of music, app sounds and hold music. In the UK, my own custom projects start at £400 a day, with a minimum of three days. Big agency projects for global brands can cost far more.

I'm a composer, and sonic branding is one of the things I write to order. This guide covers what it is, what a project includes, how one runs, and what drives the price.

What is sonic branding?

Sonic branding means giving a brand its own sound and using it again and again. Over time, people link that sound to the brand, the same way they link a logo or a colour to it.

You'll also hear it called audio branding or sound branding. They mean much the same thing. A sonic logo is one part of it, but not the whole.

Sonic branding, sonic logos and jingles

• Sonic branding is the whole approach: every sound a brand uses, and the rules for using them.
• A sonic logo is a very short sound or melody, often a few seconds or less, used like a visual logo.
• A jingle is usually a longer, sung piece with words, often built around a slogan.

Famous sonic logos include Intel's five-note bong and the Netflix "ta-dum". I break those down, along with three more, in my post on sonic branding examples.

What does sonic branding include?

A project can include any of the parts below. Most brands start with a sonic logo and add more over time.

• Sonic logo. The short signature sound that ends adverts and opens videos.
• Brand theme. A longer piece of music built from the same idea, for adverts, events and films.
• Versions and cut-downs. Long, short and very short edits, plus versions that sit under a voiceover.
• Podcast and video music. Intros, outros and beds that match the rest of the brand.
• Product and app sounds. Notifications, start-up sounds and confirmation tones.
• Hold music. What callers hear while they wait.
• Guidelines. Simple rules on which sound to use where, so the brand stays consistent.

Why brands use sonic branding

Sound reaches people when they aren't looking. Adverts play while people look at their phones. Podcasts and smart speakers have no screen at all. A consistent sound helps a brand be recognised in those moments.

It also makes a brand feel more joined up. When the advert, the video, the podcast and the app all share one musical idea, the brand seems more confident and easier to remember.

How a sonic branding project works

Most projects follow the same path: brief, ideas, one chosen direction, then the full set of files. Here's how mine run.

1. Send a brief. Tell me what it's for, where it'll be heard, any references you love, and when you need it. Rough is fine.
2. Get a plan and a price. I come back with a scope, a timeline and a fixed price before any work starts.
3. Hear it take shape. You hear drafts as I go, with rounds of changes agreed up front.
4. Get your files and licence. Final files in the lengths and formats you need, plus a licence that sets out how you can use them.

A good brief makes a big difference. Write down every place the sound will be used, and three or four words for how the brand should feel. Share sounds or music you like, and say why you like them.

How much does sonic branding cost in the UK?

It depends on how much you need and how you'll use it. My custom projects start at £400 a day, with a minimum of three days, so the smallest project starts at £1,200. You get a fixed price for your project before any work starts.

What changes the price

• How many parts. A sonic logo alone takes less time than a logo, a brand theme and a set of app sounds.
• How many versions. Every extra length, mix or instrument version adds work.
• Research and workshops. Some brands want strategy sessions and testing before any music is written.
• Rounds of changes. These are agreed up front, and more rounds take more time.
• Rights and usage. Full ownership or exclusive rights usually cost more than a licence for set uses.
• Deadline. A very tight turnaround can mean clearing other work.

Agency and freelance prices

Large branding agencies often run long projects with research, testing and roll-out across many countries. Those can cost much more. One music licensing site's guide to audio logos puts agency sonic branding at roughly €5,000 to €200,000. At the other end, cheap freelance stings can cost very little, but check the rights carefully, because the licence is often unclear.

Whoever you work with, ask exactly what you're getting: which files, which versions, which rights and for how long.

Do you need sonic branding?

If people hear your brand often, it's worth thinking about. That might be through adverts, social video, a podcast, an app, a phone line or events.

If you only use sound now and then, start small. A short sonic logo with a few versions is a sensible first step, and you can add more later. If you need music for a single campaign, licensing a finished track can be quicker. My music for advertising page has tracks you can license directly, and my guide to choosing between royalty-free and custom music can help you decide.

Start a sonic branding brief

I write sonic logos, brand music and podcast music in my own studio. Send a brief through the custom composition page and I'll come back with a plan and a fixed price.

FAQs

What is sonic branding in simple terms?

It's giving a brand its own sound and using it consistently. Over time, people hear the sound and think of the brand. A sonic logo is the most common part.

How much does a sonic logo cost in the UK?

Prices vary a lot. My custom projects start at £400 a day, with a minimum of three days. Large agency projects can cost many times more, so always ask what's included.

What is the difference between sonic branding and a jingle?

A jingle is one piece of music, usually sung, often with a slogan. Sonic branding is the whole set of sounds a brand uses, and it may or may not include a jingle.

How long does a sonic branding project take?

It depends on the scope. My projects have a minimum of three days of work, and you'll get a timeline with your quote. Bigger projects with research and many versions take longer.

Who owns the sonic logo once it's made?

That depends on the deal. Some brands buy full ownership, while others license the music for set uses. Agree it in writing before work starts.

This is guidance, not legal advice. For anything unusual about rights or ownership, get advice before you sign.