The biggest brands pour creativity into being instantly recognizable. A logo you can spot at 20 paces. A color palette that becomes cultural shorthand (think Oreo blue or Coca-Cola red).

That visual obsession runs through every corner of marketing. TV, social, out-of-home, retail, and packaging. Millions go into crafting imagery, with every frame revised until it perfectly reinforces the brand.

So, of course visuals matter—they always will matter.

But the best performing brands aren’t blinded by them. They understand that a cohesive sonic identity that spans campaigns and touchpoints ensures your brand is remembered long after someone closes their phone or walks away from the TV.

Too often, sound is an afterthought. Tracks are chosen on personal taste, or even whatever can still be licensed at the end of a strained budget.

But audio isn’t decoration. It’s not the garnish. It deserves the........

© Fast Company