BIG W Is Using Sound to Build Memory Structures — But Many Brands Are Still Missing Out

In a world saturated with visual stimuli, experts say sound is the secret weapon brands are only beginning to harness.

From the familiar chime of Netflix to the iconic jingle of McDonald’s, sonic branding has the power to evoke emotions, build trust, and embed itself in our memories. But as Nielsen IQ cognitive neuroscientist Dr Bradley Vines explains, many brands are missing a critical opportunity by treating sound as an afterthought.

“Music gives you access to emotion in a way that’s quite unique,” he says. “It’s a competitive advantage waiting to be taken advantage of.”

With decades of research showing how music and sound directly influence decision-making and emotional recall, the future of branding isn’t just visual — it’s auditory.

Dr Vines emphasises that music and sound tap into the brain’s emotional and memory systems, making them powerful tools for influencing behaviour.

“Musical memories are some of the longest-lasting and most enduring of all memories for the human being,” he says. “This is because music is rich with structure, and the brain thrives on predicting patterns – music is like catnip for the predicting brain.”

But many brands still treat sound as an afterthought.

Squeak E. Clean managing director Hamish Macdonald notes that the “inertia” of visual-focused branding often overshadows the potential of sound.

“We’re so visually focused in discussions and creative teams, but sound has the potential to directly connect with emotions in a way that visuals alone cannot,” he says.

One major mistake brands make is treating sound as a one-off campaign rather than a long-term investment.

“If a client just wants to test the waters for a couple of months, that’s not giving the sonic brand a chance to build equity through repetition,” Hamish says.

To Hamish, brands that invest in sonic branding from the beginning — thinking about sound as a core element of their identity — are already ahead of the pack.

Sabrina Douglas, head of marketing CX and brand at BIG W, also notes that brands today need more than just a visual identity to stand out.

“Sonic identity is so important to developing brand salience, distinctiveness, and emotional connection,” she says.

For BIG W, this meant creating a sonic identity that works across their entire ecosystem, instantly connecting with their audience.

“We wanted to give customers an uplifting feeling, celebrating the little wins BIG W brings,” Sabrina says.

This ensures every touchpoint — from ads to in-store experiences — is distinctly BIG W.

“Our brand isn’t just seen — it’s heard and felt.”

Sionen Adijans, creative director at Re, emphasises the importance of a holistic approach.

“While many brands have stings or sonic logos, creating a holistic sonic identity — including a brand anthem, UI sounds, and brand voice — helps brands create a distinctive experience,” she says.

At Re, Sionen and her team have partnered with Resonance to develop sonic brand identities for BIG W, Optus, and Youi.

For BIG W, Resonance created a “positive and bouncy” sonic experience that evokes the feeling of creating little wins for families.

“Sonic branding is an asset that builds equity over time. The brands that invest in it will have a stronger, more lasting presence in an increasingly competitive landscape," Sionen said.

Dr Vines and Hamish outline a clear process for brands to follow – identify the emotions and values that define your brand, leverage research-backed sound qualities, and ensure consistency across touchpoints.

As attention spans shrink and visual clutter increases, sound offers a way for brands to cut through the noise. But the future of sonic branding isn’t just about technology — it’s about tapping into the innate human connection to sound.

“From the womb, we’re attuned to sound,” Dr Vines says.

“Music and sound are deeply rooted in our physiology and psychology. Brands that leverage this connection will have a powerful advantage.

“Sound is a unique tool for altering mood, building memory, and influencing behaviour. The brands that take it seriously will thrive.”