If you're in the mood for a sudden, cozy movie night, there’s one application that probably comes to mind first.
Just like 89.6 million other Americans craving an at-home theater experience, you fire up Netflix and then you hear it: the unmistakable “TU-DUM”.
Without thinking, you settle in as an automatic response(along with a tinge of excitement). Netflix’s startup chime has already done its job—it’s got you into a movie-watching mood and position.
The best brands in the world know that great branding isn’t just about what you see—it’s about what you hear. Sound has a way of embedding itself in our memory, shaping emotions, and even influencing decisions without us realizing it.
That’s the power of sonic branding.
And when it comes to modern sonic branding, few sounds are as instantly recognizable as Netflix’s “TU-DUM.”
But why does it work so well? And how did a simple two-note sound become a global cultural cue?
What is Sonic Branding, and Why Does It Matter?
Sonic branding is a side of marketing that’s been around since the days of radio. While strategizing about logos and color palettes has its place, sound has played a silent yet impactful part in branding.
Even science backs this up—sound is processed faster than visuals and has proven to have a more direct impact on our emotions. It taps into the part of our brain that controls feelings, giving sound a backstage pass on the most intimate part of ourselves.
Sonic branding has developed into a strategic tool that includes everything from short sound logos to entire brand soundscapes. When done right, it strengthens brand recognition and creates a deeper emotional connection with audiences.
That’s why major brands invest big bucks in creating signature sounds that people associate with their experiences.
Here are three stand-out examples from influential brands that are great examples of sonic branding:
Hulu introduced a short, futuristic chime that created a distinct and memorable audio that signals that it's time to enjoy quality entertainment. Unlike traditional jingles, which aim to be catchy, Hulu’s Sonic ID is more about reinforcing a mood: excitement, anticipation, and high-quality storytelling.
One of the most successful sonic branding examples, McDonald’s “ba da ba ba ba” jingle has been around since 2003 and has become a universal brand cue. Its simple yet upbeat five-note sequence is designed to evoke feelings of happiness and satisfaction–perfectly aligning it with McDonald’s promise of a joyful dining experience.
The HBO “Static Angel” sound plays before every original program, featuring a distorted, static-like build-up followed by a deep, resonant hum. Rather than futuristic, this sound was designed to feel cinematic and the contrast between the static and the rich hum creates a sense of anticipation.
The Process Behind Netflix’s “TU-DUM”
The Netflix “TU-DUM” is one of the most iconic and effective examples of sonic branding today. But it wasn’t easy, developing the right sound took more than just choosing the right notes.
During development, Netflix experimented with different concepts, including water sounds and even a goat bleat. These were meant to highlight uniqueness and creativity, something Netflix wanted to be known for. But after further testing, none of them captured the right tone they were looking for.
Netflix is a tech-backed company, so another initial thought was featuring an electronic sound showcasing its modern and tech-savvy characteristics. Eventually, they settled on a final version, a sound composed by Academy Award-winning sound designer Lon Bender.
Today, Netflix’s brand sound consists of a deep, resonant “TUUU” followed by a sharp, percussive “DUM.” The combination is simple, bold, and cinematic—perfectly aligning with Netflix’s brand.
The “TU-DUM” succeeds because it creates an emotional cue that instantly builds anticipation, just like the fanfare at the start of a movie. It’s simple yet distinct, using just two strong notes that stick in people’s minds.
When we hear it, we don’t just recognize that it's Netflix—we associate it with a great movie, setting the stage for what’s to come.
What Makes Brand Sound So Effective?
Many brands have dabbled in sonic branding, but only a handful have created sounds that truly stick. Here are the four key traits that determine the success of any sonic branding campaign.
🔊Immediate Recognition
A great Sonic logo needs to be instantly recognizable. It’s not enough to create a catchy sound—it needs to be unique to the brand. Copying an existing sound won’t work because effective branding relies on distinctiveness. When people hear Netflix’s "TU-DUM" or Intel’s chime, they immediately know what brand they’re engaging with.
🔊It Should Make Them Feel Something
Sound taps into emotions faster and more deeply than any other sense. Every brand has a unique emotional truth that sets it apart—McDonald’s, for example, uses its jingle to reinforce happiness and familiarity. It should move people to feel a deep emotion that aligns with the brand’s identity, whether it’s excitement, nostalgia, anticipation, or even trust.
🔊Short But Crisp
The best sonic branding is concise yet impactful. It needs to be memorable without being overwhelming. Netflix’s "TU-DUM" is only three seconds long, but it leaves a lasting impression that packs a punch.
🔊Brand Recall
Recognition is important, but the real test of effective sonic branding is how well it sticks in people’s minds (brand recall, baby!). When sound becomes second nature, it strengthens brand loyalty and recalls at key moments, whether a consumer is choosing what to watch, what to buy, or which service to trust.
Make Sonic Branding Work For You
More companies are recognizing the value of sound in branding. As voice assistants, podcasts, and video content become more dominant, sonic branding will play an even bigger role in shaping how brands connect with audiences
Netflix’s “TU-DUM” proves that a well-designed sound can be as powerful as a logo (sometimes even more). But remember, branding isn’t just about sound. Your brand’s identity, messaging, and presence across social media should all work together seamlessly to create a consistent and memorable experience.
Jumper Media’s Social Media Marketing Services can help tie it all together to craft a cohesive identity that resonates through compelling content, strategic messaging, and captivating storytelling—all according to your needs.
Let’s make your brand the next big thing people recognize instantly. TU-DUM.
