Audio Branding is an important aspect nowadays. But, what is Audio Branding? It is a distinct musical identity that expresses a product or service's promise, personality.  It defines your brand essence and value. The best practice is to have a clear process for developing your audio brand. Colleen Fahey (US managing director of Sixième Son) and Laurence Minsky (an associate professor in the marketing communication department at Columbia College, Chicago), writes about the processes which audio branding agencies have developed some methods to keep the team from going off track. Read more at:  http://www.marketingprofs.com/articles/2014/26202/how-to-get-the-most-of-out-of-best-practices-in-audio-branding