Every radio station and show wants to sound out. They understand the value of audio imaging, yet most radio stations sound like other radio stations. A more difficult, but more valuable objective is to create sonic branding with audio.
One of the main benefits of sonic audio identification is that it can help to increase brand awareness. By using a unique audio cue, a brand can differentiate itself from competitors and make a lasting impression. This can be particularly useful for new brands trying to establish themselves in a crowded market. Using the same audio cue across different media can create a sense of familiarity and recognition, which can help to increase brand recall.