TV Commercial Voiceovers—What Makes an Artist Stand Out
August 25, 2025
What happens when people hear Intel’s chimes or Netflix’s “Tu-dum” sound? Their minds instantly connect to the brands. This isn’t magic; it’s sonic branding at work. Brands are no longer just about the pretty logo and colours. Instead, smart brands know that sound is the secret weapon to connect. These audio cues stick in people’s minds long after they hear them. Furthermore, sound creates instant recognition. It builds emotional bonds that visuals alone cannot match. This is changing how we think about brand building. Therefore, let’s explore how sound can make brands more memorable and powerful. Contents
A] What is Sonic Branding?
Sonic branding is the use of sound to represent a brand. Furthermore, it includes music, jingles, voice tones, and sound effects. One should understand that audio branding, sound branding, and sonic branding all mean the same thing. Consequently, they create a unique audio identity for companies.
Consider Intel’s five-note chime. Similarly, McDonald’s “I’m Lovin’ It” jingle works the same way. Additionally, Netflix’s opening “Tu-dum” sound is another great example. These sounds are instantly recognisable. When people hear them, they know exactly which brand these sounds represent. That’s the power of sonic branding.
B] How Does Sonic Branding Build Brand Identity?
1. Psychological link between sound and memory
The brain processes sound faster than visuals. Moreover, music and sound create strong memories. When people hear a familiar tone, it brings back memories and experiences. This is why sonic branding works so well. Ultimately, sound connects directly to feelings and memories.
2. How do consistent audio cues foster brand recognition through sound?
Using the same sound through all the platforms builds recognition in the market. When people hear the same sound repeatedly, it becomes familiar, and this familiarity leads to trust. Subsequently, this trust leads to loyalty. As a result, consistent audio cues make brands easy to remember and recognise.
3. Role of music, jingles, tones, and voice
Each element serves a different purpose. Music sets the mood and emotion, jingles are catchy and memorable, tones create atmosphere, and finally, voice adds personality and human connection. Together, they create a complete audio identity.
Brand voices should match the company personality. For instance, a fun brand needs an upbeat sound. Conversely, a luxury brand requires elegant tones. The right combination of these elements makes brands unique.
C] The Role of Voice in Sonic Branding
Voice is the most personal part of the sonic branding that creates human connection. Furthermore, it also creates an emotional connection with the audience that goes beyond a simple connection. The right voice can make brands feel friendly, trustworthy, and exciting to the new customers.
One should understand that choosing the right voice-over artist is crucial for successful sonic branding campaigns today. They become the voice of brands in all audio marketing and advertising. A professional voiceover artist in Mumbai can help find the perfect voice match for brands.
D] What are the Benefits of Sonic Branding?
1. Enhanced brand recall
Sounds stick in memory significantly better than visuals in most marketing situations. Furthermore, people remember jingles and sounds long after seeing advertising campaigns or commercials. This means better brand recall when customers are making purchasing decisions later. When customers need products, they remember sounds first before considering visual branding elements.
2. Emotional connection
Music and voice create emotions that influence purchasing decisions in powerful ways. Additionally, happy sounds make people feel good about brands and their products. Meanwhile, calm voices build trust between companies and their target customer base. Similarly, exciting music creates energy that motivates customers to take action immediately.
3. Multi-sensory engagement
Sonic branding adds another sense to marketing that creates richer customer experiences. This is known as multi-sensory engagement. Under this practice, instead of just seeing brands, customers also hear, touch, taste, and smell them in multiple contexts. This creates a richer experience that engages more of the senses.
4. Versatility across platforms
Sonic brands work everywhere that audio can be played for customer engagement. Radio, TV, podcasts, social media, and phone systems can all use distinctive sounds. As a result, this creates consistent experiences across all customer touchpoints and interactions. Therefore, customers get the same brand feeling no matter where they encounter companies.
5. Competitive edge
Most brands still focus only on visuals for their advertisement and marketing strategies. However, using sonic branding sets companies apart from the competition in a meaningful way. It gives them a competitive advantage that is difficult for other brands to replicate quickly. Furthermore, customers remember the brands with distinctive sounds much better than the brands that do not have any.
E] How to Get Started with Sonic Branding?
1. Define brand voice
Start by understanding the brand’s personality and values that guide all the marketing communications. Are companies fun or serious in their approach to customer relationships and communications? Modern or traditional in their business philosophy?
The Sonic brand should match this personality across all the platforms and customer touchpoints. Write down three words that describe the brand accurately and represent the core value. Then use these words to guide sound choices for all audio branding.
2. Work with professional voice artists
Don’t try to create sonic brands alone without professional expertise and guidance. Instead, professional voice-over artists understand how sound affects emotions in marketing and advertising. They know how to match voice to brand personality for maximum impact. Furthermore, working with experts saves time and creates better results for businesses.
A skilled voice-over professional can help explore different options for sonic branding projects. Additionally, they can create samples that match brand vision and company values.
3. Ensure consistency
Use Sonic brands everywhere that audio can be played for customer engagement. Train teams to use the same sounds and voice styles consistently. Moreover, create guidelines that explain when and how to use brand sounds effectively. Therefore, consistency builds recognition and trust among target customer groups over time.
4. Test the audio identity across platforms
Try Sonic brands on different platforms to ensure they work effectively everywhere. Test them on radio, social media, and video content for maximum impact. Make sure they work well in all formats and don’t lose quality. Additionally, get feedback from customers and team members about the sonic branding effectiveness.
Remember that sonic branding is a long-term investment that requires patience and consistency. It takes time to build recognition and emotional connection with the target audience.
Conclusion
Sonic branding is becoming essential for strong brand identity in today’s competitive world. Furthermore, sound creates memories and emotions that visuals alone cannot match effectively. It builds a deeper connection with the audience that leads to increased loyalty and sales.
Peter Abraham stands as a premier voice-over actor in India, bringing over 15 years of expertise in the field. Throughout his career, he has voiced thousands of marketing campaigns that deliver exceptional engagement rates. His professional approach transforms brand voices into memorable audio experiences that resonate with the target audience.
Looking to establish a distinctive sonic identity? Contact me today to explore how professional voice-over services can elevate brand recognition.
Peter Abraham
Peter Abraham is a versatile voice-over artist based in Mumbai working in the voiceover industry since 2009. With a passion for storytelling and meticulous attention to detail in every project, he brings scripts to life with his captivating voice and professional delivery, exceeding client expectations. Whether it's a commercial or an audiobook, Peter specializes in a wide range of voice-over work, ensuring the highest quality.
