Every element that is applied to a brand reveals another
facet of its personality and contributes to the brand experience. That's why
companies invest many hours creating brand books and style guides that
establish the language and graphic elements that define how we view them. One
element that usually gets overlooked is sound.
Sound is the emotional component that connects the viewer to
the image and completes the story. Sound communicates values and ideas as well
as communicating identity and emotion. A solid sound strategy should be
integrated throughout the brand to attain a consistent, recognizable identity
that connects to the consumer's psyche whether or not a visual is present. This
sonic strategy should be included in the style guide and influence every
touchpoint in the brand that uses audio.