The Science of Sound: How Phonetics Influence Brand Name Appeal

Because sound isn’t just communication — it’s perception.

Ever noticed how some brand names feel bold and powerful, while others seem soft, elegant, or playful? That’s not by accident. It’s the result of sound symbolism — the subtle science of how phonetics shape perception.

A great name doesn’t just look good on paper.

At Brandable, we use sound to craft names that don’t just stand out — they resonate.

Sound triggers emotion faster than visuals or meaning. That’s why you might trust a name you’ve never heard before — simply because it sounds right.

Think of the difference between:

• Snapchat (sharp, fast)

• Lush (soft, indulgent)

• Crunch (tactile, energetic)

Phonetics creates the first layer of impression — even before your customer knows what you offer.

Plosives are consonants like B, P, T, D, K — they involve a burst of air when spoken.

They’re attention-grabbing and high-impact.

Examples:

• Kodak

• PayPal

• TikTok

Effect: Strength, energy, memorability

Sibilant sounds (like S, SH, Z) feel soft, sleek, and sensual.

Examples:

• Shopify

• Hershey’s

• Sizzle

Effect: Elegance, ease, pleasure_

Names with open vowel sounds (like A, O, U) feel expansive and expressive.

Examples:

• Coca-Cola

• Hulu

• Lululemon

  _

Effect: Flow, friendliness, emotional warmth

Hard consonants at the end (like K, T, X) leave a strong final impression — they signal confidence and control.

Examples:

• Slack

• Lyft

• Rolex

Effect: Clarity, boldness, finality

When naming a brand or product, we don’t just read names — we say them out loud.

We test for:

• Verbal rhythm

• Phonetic texture

• Emotional resonance

• How the name sounds in a sentence or pitch

We ask:

"Does this name feel like the product it's naming?"

If the sound and substance are misaligned, the name won’t stick — no matter how clever it looks on a slide.

We combine sound science with strategic clarity to create names that:

• Feel on-brand

• Stick in the mind

• Roll off the tongue

• Spark the right emotional tone

Because a name that sounds off will always feel off.