Research · sound, voice and music · November 2026

What do sound, voice and music do for your brand?

We have been making sound for brands since 1975: from sonic logos and audio identities to voice-overs and music for radio and TV. In three research overviews, we set out what the science says about it. And we are honest about what has been proven and what has not.

35studies in three overviews
1,860participants in the sonic logo study
987radio listeners in one voice experiment
+6%brand choice in experiments

Three studies, one question

What does sound do for your brand? The first overview covers sonic logos and audio identity. The second covers the voice and the third covers music in radio and TV commercials.

RESEARCH 01 · SONIC BRANDING

What does sound really do for your brand?

Sonic logos and a consistent audio identity can strengthen brand recognition, brand associations and brand personality. How large that effect is depends on your audience, the context and brand fit.

Timbre and choice of instrument determine whether a brand sounds rugged or sophisticated.
Recognizing a melody is not the same as recognizing a brand.
In experiments, recognizable music increased brand choice by 6 percent.

14 studies and 3 review studies

Read the sonic branding research

RESEARCH 02 · VOICES IN COMMERCIALS

What does a voice do for your brand?

Voice choice and delivery shape how a commercial is processed, remembered and judged. The condition is that the voice fits the brand.

Varied intonation and moderate emphasis support attention and memory.
Male voices are not automatically more persuasive.
When people recognize a familiar voice themselves, appreciation rises.

13 studies

Read the research on voices

RESEARCH 03 · MUSIC IN COMMERCIALS

What does music do for your brand?

Music can shape how people experience, notice and remember your brand. The condition is that the music fits the message and becomes linked to your brand.

Different music gives the same commercial a different brand meaning.
A familiar song does not automatically bring your brand to mind.
Music is not always better than no music.

8 studies

Read the research on music

What the studies together let you hear

Sonic logo, voice or music: the research arrives at the same three lessons.

Recognized is not yet linked

People can recognize a melody or a voice without connecting it to the right brand. What counts is the link to your brand.

Brand fit beats rules of thumb

There is no universally best sound, no universally best voice and no universally best music. Timbre, vocal character, delivery and music choice only work when they fit what your brand wants to convey.

Test in your own market

Effects differ by audience, country and context. So test sound, voice and music with your own audience instead of relying on general standards.

Sound, voice and music work best when they fit your brand, are recognizable and are linked to the right brand.

Opnameruimte van TFA met paarse plafondverlichting, microfoonstandaards en een raam naar de regiekamer

Lounge van een TFA-studio met oranje fauteuils, een keyboard en een groot raam

Where we put the research into practice: the studios of TFA in the Houthavens, Amsterdam.

How strong is the evidence?

Not every outcome has been studied equally well. Here is how the findings compare.

Recognition and associations

Sound, voice and music shape how people recognize and experience a brand.

Clear evidence

Attention and processing

Delivery and intonation determine how well a message lands.

Clear evidence

Attitude and brand choice

Experiments show positive but modest effects.

Promising

Sales and return

This has rarely been measured so far. So you test it in your own campaigns.

Test it yourself

This classification is our summary of the three overviews: an indication, not a meta-analysis.

How we use this for your brand

Research points the way. The difference is made in the studio, through casting, composition, direction and mix.

SERVICE

Audio post-production and sonic branding

From sonic logo and audio identity to sound design and final mix: sound that makes your brand recognizable and gives it character.

View the service

SERVICE

Voice-overs, AI voices and casting

From voice choice to final mix: how we find and direct the voice that suits your brand.

View the service

More about sound, voice and music for your brand, in plain language.

NEWS

What sound really does for your brand

Lennard Groot on what the research confirms and why we make no empty promises.

Read the article

NEWS

The power of a recognizable voice

How Lidl’s consistent voice signals the brand before the name is even said.

Read the article

FAQ

What does sonic branding deliver?

The short answer: recognition and character, depending on your audience, the context and brand fit.

Read the answer

FAQ

Are male voices more persuasive in advertising?

No, not automatically. What matters is which voice carries your brand best.