In nature, through headphones, in cities, at home—across all the environments we navigate—sound predominates and influences how we perceive everything: objects, people, and places. Thanks to its ability to play such a pivotal role in our perception, sound is also a powerful tool for Sound Branding, Music Branding, and Sound UX, capable of forging connections between a brand or business and its audience while even promoting mental health through mindfulness.

This stems from how the brain processes information. While visual stimuli are absorbed by the occipital lobe, sounds reach the temporal lobe—a region responsible for various cognitive functions, such as hearing, language, memory, and, most notably, emotion.

As we’ve demonstrated several times on this site, sound has an immediate and direct impact on our emotional state, evoking memories and triggering profound and instantaneous reactions. Unsurprisingly, brands have been exploring this tool to connect with people. Businesses, companies, and artists are leveraging music to positively influence their audiences, promoting mental focus, creating a sanctuary amid the overwhelming noise and distractions of daily life, and advancing mindfulness practices.

Recent studies have demonstrated that incorporating music as a complementary tool in traditional therapies can have restorative effects on individuals with depression and anxiety. These benefits manifest differently for each individual, whether they are playing an instrument, humming a tune, or simply listening to music they enjoy.

Additionally, there is substantial evidence that music stimulates the production of dopamine—the hormone responsible for pleasure. A recent study also found that listening to music during a work break can reduce cortisol levels in the blood, lower heart rate, and, consequently, decrease stress.

Brands, Music, and Mindfulness: How Can They Complement Each Other?

The ability of sound to evoke specific sensations in diverse audiences lies at the core of Sound Branding. Brands with a well-defined sonic identity can create the associations they desire in people’s emotional memories. The nostalgia evoked by a familiar jingle can inspire brand loyalty, while a Music Branding strategy with upbeat tracks and faster rhythms can convey the energy required for a sports brand.

However, applying the tranquility and focus associated with mindfulness to a brand or business can be challenging—though achievable. Spaces such as clinics, airport terminals, stores, offices, banks, and shopping malls can explore musical and sonic palettes to harness the benefits of sound, helping audiences feel more conscious and relaxed.

A study published in the Journal of Consumer Research concluded that people associate high-frequency sounds with larger, brighter objects, while low-frequency sounds evoke the perception of smaller, darker ones. This auditory-visual correlation can be strategically applied to traditional advertising, product design, or even physical and virtual sales spaces.

Our mental health and capacity for focus and attention have faced greater challenges than ever before, particularly in the post-pandemic global context. Although the connection between mindfulness and Sound Branding is still relatively new territory, it is a fertile field that is expanding rapidly.

Artists such as Diplo, Arcade Fire, and Erykah Badu have already invested in projects focused exclusively on soundscapes designed to encourage meditation and relaxation. Similarly, in recent years, the BBC has created an entire station dedicated to this type of music.

This promising trend is only just beginning to gain momentum. It’s only a matter of time before it becomes widely adopted and integrated on a larger scale into Sound Branding strategies for brands. Want to learn how? Get in touch with us here, and we’ll tell you more.