Sonic branding, or audio branding, is part of the DNA of any good brand, Kirsty Muddle, the CEO of Dentsu Creative, has argued at an industry conference.

“We’re coded to listen before we see. It’s human nature. It’s part of our makeup to decode and codify moments and things by sound and that just translates into a branding environment,” Muddle told the Mumbrella Audioland conference in Sydney.

Sonic branding is “much deeper than a campaign,” she said.

“It’s part of the DNA of the brand. I would argue that it’s not just CMOs that should be arguing for that, but the CEO too. “A good brand is important to the employees of an organization. It's important to investors.”

For brands considering the role of sonic branding, or the audio logo, Muddle recommends it should be the “anchor point” of a brand’s strategy.

“This is a huge mechanic for people to engage with your brand. You can start to shape that perception using sound and sonic devices,” she said.

You can read the Mumbrella wrap-up of the session here.