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.

In recent years, the advertising world has witnessed a shift in focus from visual-centric branding strategies to a more balanced approach that incorporates the power of sound. Not long ago, the emphasis was heavily skewed. According to a study in 2018 from WARC, a staggering 86% of advertisers had formal visual-branding guidelines, and only 17% of brands had audio-specific branding guidelines¹. This disparity highlighted an underutilized avenue that brands could use to connect with audiences on a deeper, more immersive level.