Sonic Branding Key Findings:
75% of Gen Z consumers feel more connected to a brand because of its music, according to an IPSOS study discussed on Forbes.
That stat underscores a growing truth: sound is no longer a secondary brand element.
Sonic branding is becoming a branding essential.
As the world’s visual attention span continues to shrink, brands that develop a clear, emotionally resonant audio identity are standing out.
But how do you create something that actually feels right for your brand and not just trendy?
I spoke with Jessica Aptman, chief communications officer at Zocdoc, and John Taite, executive vice president at Made Music Studio, who helped shape “The Little Victory,” Zocdoc’s first-ever sonic logo.
They shared how sound, when grounded in strategy and built to scale, can deepen emotional connection, drive recognition, and become a lasting brand asset.
Who are Jessica Aptman and John Taite?
Jessica Aptman is the Chief Communications Officer at Zocdoc, the digital health marketplace helping millions of patients find and book in-network doctors. With deep experience in brand storytelling and strategic communications, she leads the company’s efforts to build public trust and brand differentiation through thoughtful, multi-channel storytelling — including the launch of Zocdoc’s first-ever sonic identity.
John Taite is the Executive Vice President at Made Music Studio, a global sonic branding and music agency whose clients include HBO, AT&T, and Lexus. With more than 20 years of experience at the intersection of brand, media, and music, John helps organizations build scalable sonic systems that connect emotionally and perform commercially across platforms.
Why Zocdoc Turned to Sound
Zocdoc has long been known for simplifying the healthcare journey for patients.
But as consumer preferences have shifted toward sound-on experiences, the brand saw an opportunity to deepen its emotional resonance.
"For over 17 years, Zocdoc has been focused on our mission to give power to the patient," Jessica explains.
"As we looked to differentiate and create stickiness for our brand in a fast-evolving media landscape, we saw an opportunity in sound."
That opportunity became a strategic investment, as Zocdoc partnered with Made Music Studio to create a sonic identity that would work across channels and formats.
The result of this collaboration was “Little Victory,” named for the feeling of triumph that app users get after booking an appointment with a doctor.
“We wanted to capture that very specific moment on the customer journey. If you listen to the conclusion of the sonic logo, there’s this little audio wink, a checkmark, that boost of ‘you’ve got this,’” John explains.
"Our sonic logo serves as a 'musical signature' that signals the Zocdoc experience: bright, human, just a little triumphant. It was about creating an evocative sonic expression of our brand’s mission to give power to the patient" Jessica adds.
Why Sonic Strategy Requires More Than a Jingle
Sonic branding isn’t just about sounding catchy. It’s about sounding right.
A well-designed audio identity can drive recall, emotion, and cohesion, but if it lacks strategic alignment, it risks becoming disjointed or even damaging.
That’s why effective sonic branding must start with a deep understanding of a brand’s personality, purpose, and audience.
It’s about translating brand essence into sound in a way that’s intentional and consistent.
"Don’t create a sonic brand just to have a sonic brand," John says."That’d be like buying a car and having no intention of using it."
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Instead of treating audio as an add-on, sonic branding should be rooted in strategy from the very beginning.
"We start by digging deep into the DNA of a brand’s identity," John explains.
"Our creative process is very strategic, and after 25 years we have thousands of data points on how particular sounds make people feel a certain way."
When done right, a sonic identity amplifies every other brand element. But when done without purpose, it can undermine the overall brand experience.
Building a Flexible Sonic System
Brands need a flexible sonic system that can scale across platforms, formats, and audiences — from TikTok to television to the moment a user books an appointment on an app.
That’s because consistency in sound reinforces brand identity wherever people engage.
And when that sound reflects the brand’s emotional core, it creates recognition, ownership, and mental availability, all crucial for long-term brand equity.
"If your sonic assets are amazing but they’re not used consistently across touchpoints, they’ll struggle," John says.
"Consistency drives recognition. Recognition drives ownership. Ownership drives mental availability at purchase."
That’s why Zocdoc and Made Music Studio didn’t stop at a sonic logo. They developed an entire system designed to grow with the brand.
"In addition to ‘The Little Victory,’ we also created a full sonic strategy and a library of custom-curated music for Zocdoc to use across marketing channels," John shares.
"Whenever audiences hear the sound of Zocdoc, it’s a shortcut to the emotional core of the brand."
This scalable approach ensures the brand can stay recognizable and emotionally resonant, even as platforms and audiences shift.
"Consumer behavior is always shifting, and modern brands need to be prepared to meet hard-to-reach audiences like Gen Z wherever they’re consuming content," John adds.
From short-form videos and streaming to in-app sounds and live activations, sonic branding is no longer a luxury, but a system that helps brands stay relevant and emotionally connected, even in the noisiest environments.
Tools That Make Scale Possible
Even the most well-crafted sonic identity can fall flat without the right systems to support it.
As more brands embrace sound as a core part of their identity, they also need the tools to manage, distribute, and govern that audio consistently.
That’s where purpose-built platforms come in. Scalable infrastructure turns sonic branding from a creative asset into a brand-wide operational advantage.
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"Platforms like Made Music Studio’s Continuum are emerging to make sonic branding at scale a lot faster and easier," John says.
"A one-stop-shop for the sound of your brand is the key to future-proofing your sonic identity."
These tools give brand and marketing teams clarity and control, allowing them to deploy audio across campaigns, products, and touchpoints with the same precision they apply to logos or messaging.
This level of structure ensures a brand’s audio identity stays cohesive, consistent, and emotionally effective, no matter how or where it’s heard.
When sound is managed with the same strategic discipline as visual design and voice, it becomes a lasting, scalable brand asset.
Why This Partnership Worked
Great sonic branding is about shared vision and process.
For Zocdoc, the collaboration with Made Music Studio succeeded because both teams aligned on a deeper goal: turning brand values into emotional resonance.
Instead of chasing a catchy tune, the focus was on building an identity that truly reflected Zocdoc’s mission to give power to the patient.
"They understood that this wasn’t just about crafting a catchy sound; it was about creating an evocative sonic expression of our brand’s mission," Jessica says.
"They led us through a structured process to help us translate abstract brand values and tone into a simple, compelling audio identity."
The result was a system grounded in strategy and built for longevity.
What Other Brands Should Know
Sonic branding is no longer a nice-to-have. It’s a strategic tool for building emotional connection, consistency, and recall in an increasingly sound-on world.
But timing matters.
For brand leaders wondering if now is the right time to invest, Jessica offers a clear answer:
"Don’t take our word for it! Talk to our clients, the folks who were once in your shoes. I guarantee you won’t meet anyone who says they wish they’d waited longer."
Zocdoc’s journey shows that when sound is grounded in purpose, crafted with care, and deployed with consistency, it becomes more than just a layer of branding.
It becomes the message.
Sonic Branding & Audio Identity FAQs
What is a sonic logo and how does it help brand recognition?
A sonic logo is a short audio cue that helps a brand stand out emotionally and consistently. When used across platforms, it becomes a recognizable brand signature.
How long is Zocdoc’s sonic logo and what makes it effective?
The logo is just two seconds long and ends with a subtle "wink" that signals emotional relief. It captures the feeling of booking care in a quick, memorable sound.
What is Continuum and how does it support sonic branding at scale?
Continuum is a platform from Made Music Studio that helps brands license and manage sonic assets. It ensures brand sound stays consistent and legally safe across global use.
Can smaller brands benefit from sonic branding?
Yes. Sound identity is scalable and works when grounded in brand strategy. As Jessica says, “You won’t meet anyone who says they wish they’d waited longer.”
