Last month, California passed a landmark law banning excessively loud ads on streaming platforms like Netflix, Hulu and Disney+. For years, volume control has been an issue on streamers, with my family regularly diving for the remote to duck the volume on screaming loud spots. While standardising technical specs is a meaningful step forward in improving the quality of the streaming experience, this new law has also sparked a deeper realisation about how brands sound and how they can stand out in an increasingly crowded audio landscape.

As technology evolves, we’re moving towards increasingly audio-first experiences across the board. How a brand leverages sound is increasingly important, as it sparks emotions and memories. Standing out isn’t about being the loudest because you don’t want audiences diving for the mute button and turning you off entirely in frustration. It's about being the most distinct and the most meaningful. Sound builds brands.

Strategically crafted sonic identities yield measurable ROI. A recent report uncovered several key insights: brands that effectively use music and sound are 50% more likely to be preferred in their category; highly engaging music can double marketing ROI; and music that fits campaign visuals can make consumers seven times more willing to pay more.

IPSOS has found that when sonic branding is present in the first two seconds of an ad, brand awareness jumps by 191%, outperforming every other type of brand asset in the mix (including visual logo, slogan, spoken brand name and celebrity endorsement).

And yet, MassiveMusic estimates that only 20% of brands today are leveraging a sonic identity. As these loudness wars begin to quiet down, developing and consistently applying a strategic sound for your brand will matter more than ever.

When a sonic brand is designed through a strategic lens, it can build emotional appeal, improve brand recall and allow a brand to resonate in culture. Think of Intel’s five-note chime or Netflix’s “ta-dum”—both instantly trigger recognition. This isn’t because they’re loud or intrusive but because they’re simple, distinctive, and tied to a clear brand moment.

Sonic branding must be thoughtfully crafted; sounds that are conceptually and aesthetically distinct, and are crafted with brand touchpoints in mind, maximise the power of sound. Mastercard’s sonic identity for example, which plays subtly across everything from ads to point-of-sale machines, shows how consistency and craft can strengthen a brand’s presence without overwhelming audiences.

For brands investing in sonic: go further than ‘checking the box’ on a sound effect to pair with your visual logo. A watered-down mnemonic that weakly nods to your brand isn’t doing you any favors. In the sea of sameness, there remains a significant amount of whitespace for sonic identities.

Put yourself in your audience’s shoes: If you were grabbing a snack in the kitchen during the commercial break, would you recognise your brand with your back turned to the screen? The most thoughtfully crafted sonic brands such as TikTok, McDonald's and Apple, don’t just fill the space with a sound effect; they leverage sound and music consistently and meaningfully to reach audiences without saying a single word.

Our brains are wired for sound. It reaches the brain faster than visual information and bypasses logic entirely, triggering emotions like excitement, nostalgia or suspense before we even have time to think. The best storytellers in streaming already know this. From the hum of the violins in Succession’s theme to the opening swell of Stranger Things, sound sets the tone before a single frame appears.

So why should your favourite brands be any different?

California’s new law might turn down the volume, but it turns up the stakes. Because the opportunity isn’t to shout louder, it’s to resonate deeper. The sound of your brand needs to pull people in, not drive them away. Attention should be earned, not forced.

And now, more than ever, the brands that will be remembered are the ones that sound like themselves.