Audio branding has to be part of strategy to make a difference

Kudos for bringing the role of sound to a broader audience (Comment, DW 15 November). It’s obviously one of the most powerful, but overlooked tools a communicator has in his or her toolbox.

I’d suggest taking it a step further, and connect the significance of strategic sound to a brand’s bottom line: most large companies spend millions each year on music, sound and voice, but very little of that is influenced by strategy.

In this case, those touchpoints are disconnected dots, and for customers, that’s a disconnected brand and a poor investment.

An intentional approach to audio – call it audio branding, audio identity or sonic branding – can make for a much wiser investment.

Noel Franus, by e-mail