A brand that develops its Sound Branding goes through essential stages: research, diagnosis, definition of attributes, creation of the musical theme, the sonic logo, the brand voice, and the verbal tone. From there, it is essential to create a usage manual that guides teams and strategic partners in the correct application of these assets.

However, in many cases, this process weakens over time. Team changes and the lack of training lead to inconsistent applications. Sound Branding only becomes strong when its sound assets are applied continuously across all touchpoints. This is sonic consistency.

On social media, advertising films, and audiovisual content, the musical theme or variations of it, the brand voice, and the sonic logo should always be present. The same applies to IVR and telephone service, sponsorship idents, messages in transportation systems, ambient sound, playlists, and in-store ambient music.

A strong example of sonic consistency is the Metrô do Rio, which has maintained a recognizable and well-liked sound identityover the years. The consistent application of the musical theme, the voice of Zanna, friendly and trustworthy, and a carioca, relaxed verbal tone in operational and institutional announcements allows passengers to recognize the brand through sound, creating familiarity, trust, and emotional connection. The public even refers to it as “the voice and the theme of the city.”

Just like visual assets, sound requires consistency to generate recognition, emotional bonds, and a solid sound identity over time.

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