How to make music that sells a brand
In this guest post, Abe Udy from Abe's Audio explores the elements of a great advertising jingle.
In 2025, jingles are back.
While marketing trends constantly change, the power of a musical hook can never be ignored. Perhaps that’s why, in an increasingly noisy world, jingles and sonic triggers have become popular again. Before we go further, let’s clearly define the difference.
A sonic trigger (also called an audio logo or audio signature) is a very brief sound motif. It runs only 1-3 (but sometimes up to 5) seconds, and is generally designed to sit at the tail of a commercial and get stuck in your head. It is usually only an instrumental hook, but can include sung lyrics.
Netflix’s “Tadum’ is a great example of an instrumental audio logo.
Myer’s ‘Myer my store’ uses acapella lyrics to create a catchy sonic trigger.
A jingle (also referred to as brand music) differs from a sonic trigger in important ways: it’s longer, and a more fully formed piece of music. It features a melodic hook and lyrics designed to convey a message and get stuck in consumers’ minds. The power of a jingle lies in the fact that we are hardwired to remember music. And when music is combined with a message, the message sticks!
A great jingle can make a brand instantly recognisable and unforgettable. Big brands have leveraged jingles to embed themselves in people’s minds, and thousands of smaller businesses have done the same.
What makes an effective jingle?
Creating a memorable, effective jingle is equal parts art and science. It takes both musical skill in the studio and experience with how the human brain responds.
Here are four keys to creating a jingle that works.
1. Define Your Message
The first step is to clarify your message. What makes your business unique, and who is your target audience? What do you want consumers to remember?
The lyrics for some jingles specifically list the products they sell and have a retail focus, while others are more subtle and focus on building a brand over the long term. There’s no right or wrong approach, but it’s essential to have a clearly defined message and end goal.
This jingle for luxury home builder Zaletta Homes does just that. The music is subtle & understated, and the messaging is clear. It highlights the brand name and its positioning statement (Home, Sweet Home.)
2. Keep It Simple (Stupid!)
Simplicity is key. A catchy melodic hook with clear lyrics is more likely to stick in listeners’ minds.
It’s also important not to overthink the lyrics. Some of the most effective jingles simply include the business name and its tag line. They might not be a piece of lyrical brilliance, but they are clear. And with jingles, clarity always beats complexity.
Betta Electrical’s jingle is a great example of simplicity. (You can’t get much simpler than ‘That’s Betta!’)
3. Repetition Is Key
Repetition reinforces memory. Repeating key phrases and a melody will make your business name more memorable, ensuring that your message is retained by the audience and increasing the likelihood of recall when they’re making purchasing decisions.
It’s all about creating an earworm; a melodic hook that gets stuck in consumers’ heads. And when that hook is combined with lyrics – when music is combined with a message – the message sticks.
This decades-old jingle for Tint-A-Car demonstrates just that. Once you’ve heard this a few times, you won’t forget it!
4. Think About What Your Brand ‘Sounds Like’
Business marketers shouldn’t just brief a composer to create a piece of music that they personally like. Instead, they should aim for a track that best reflects the brand.
Personal musical taste should not come into the jingle briefing process. Because musical tastes are so individual and personal, it can be challenging to leave preferences at the door. But it’s important that they are.
Consider your target market and what the brand ‘sounds like’ to them. A jingle should reflect your brand’s personality while clearly communicating its message.
This short jingle (often referred to as an Audio Logo) for Options Optometrists sounds like the brand. It’s bright, hopeful, catchy, and is both an earworm and a track that perfectly reflects the business.
The power of a musical hook can never be ignored. That’s why a jingle is a powerful tool that can enhance brand recognition and connect with your audience.
By clearly defining your brand’s message, keeping it simple & repetitive, and considering what the brand ‘sounds like’, you’ll create a jingle that stands out and gets results.
Abe Udy is the founder of audio and jingle production company Abe’s Audio, which handles all audio production for Mumbrella.
Have your say