While brands must show up sonically in the most accessible touchpoints for consumers, that does not mean that brands should sound like prototypical versions of those given touchpoints. For example, if every time someone walked into a bank a “cha-ching” sound played, no individual brands would become connected to that sound. Instead, the sound would serve as an indication that someone has entered a bank. This is why finding a sonic identity that matches your specific brand identity, and not an entire industry, is crucial.