Let’s start with a little experiment - think about NBC.
Did you visualize the rainbow peacock logo?
More importantly: did you did you hear the NBC chimes?
The chimes associated with the NBC Network are an example of sonic branding. Just as brands rely on a certain color palette, typography, or a particular image, brands may also establish a connection to a particular song, jingle, or series of notes (as NBC does with the G3, E4, and C5, for you music theory folks out there).