Thirty to 40 years ago, the suggestion that we would be able to recognize and understand a brand from a color scheme or font style was as questionable as implying that we should be able to recognize a brand from its sound.

Today, an entire industry has been built around these tactile and visual processes involved in understanding and building brands, from graphics to the semiotics of names, from packaging to color. We have no shortage of agencies and visual design firms specializing in these design practices, all of which have become critical components to a brand's DNA. And brands invest a great deal of energy and money on comprehensive research to fortify their relationship with consumers.

So why are so many brands still reactive in their choice and usage of music? Are they asking themselves "do we really understand our consumer in relation to music, not just their lifestyle, but what makes a heart beat to the music?"

On closer analysis of many brands' music usages, it would seem that their strategies are almost as varied as the genres of music selected, with the focus on the mechanics and a back rationalization for the final choice of track.

The reality is that music is often held hostage to budgets and other parties' agendas, not to a set of music criteria attributable to the brand. If we can affirm that music is an integral part of a brand's DNA then we can affirm to construct a strategy to support it.

The "sound of a brand" is more than 8 octaves or some catchy melodic identity. It is also not just about genre, words or artist profiles. It is about who you are, your values, how you behave and how you communicate. If music is to become part of the brand collateral, the choice of music and how it is used must underscore and harmonize with every other method of communication that is used both internally and externally.

If by definition, communities are made up of people who share values, and if music embodies values, then music communities are made up of people who share values. When a brand uses a style of music because it wants to appear cool to a specific target market, but does nothing else to put itself in the value set of that music, the result could be a community that will question not only the intention, but also a brand's integrity. An effective alternative would be to use music that enhances the fit between the values of music, the brand and the consumer's values.

So, if we are to take music and sound branding seriously, we must fully acknowledge and understand the power of music and how its role is significant in our marketing. It is tempting when time is short to rely on the creative choices of a colleague simply because they love music and have a great CD or iPod collection. But is this really good enough? Would we take this approach in developing and protecting other areas of the brand collateral?

Whatever the delivery platform, unless these concerns are addressed in advance, great creative ideas will stay on the drawing board, brands will settle for mediocrity and the state-of-the-art technology could be yesterday's model. If music reaches the parts that other tools can't reach, that special emotional realm, then we really have to look deeper, understand better and respect the product and the process more.

If brands are really to get to grips with music branding, the content - the music itself - and the carrier - which is everything from sponsored download to TV commercials, embedded CDs, audio logos, games, ringtones and so on - must be separated. The essence of the music itself, its integrity, what it says and what it means must become a priority.

Those brands that really invest the time to understand all aspects of the "sound of their brand" and the whole language of music will communicate in an unmistakable voice with their audience. Using music will become more than a series of disparate tactical music executions. Brands will be able to develop music policies that give defined shapes for all who want to use music to add a dimension to the branding. By identifying their needs, brands will find themselves with music communications that congruently and consistently reflect the brand core values - endorsing their brand differentiation.

Using music to really connect is an area that will take more than friends who work for a record label, a fat CD collection or a few marketing soundbites to convince the real audience. They just may turn around and bite you right back.

Ruth Simmons is managing director of songseekers, a dedicated music consultancy that is now celebrating its 25th year.

This article is an excerpt. Visit www.songseekers.co.uk for more information.