The use of sound and music to express a company’s or product’s essential attributes, evoke the ideals and aspirations behind the brand, and improve brand experience. While some Sonic Branding tactics are merely incidental, without any apparent relation to other audio touch points or a shared basis in a company’s brand identity, the most effective Sonic Branding initiatives are strategic in their orientation toward common goals and their shared expression/evocation of essential brand attributes. (see also Audio Branding)