The 5 most common mistakes in advertising campaigns without a sound strategy
introduction
Most brands invest significant resources in their visual identity: colors, logos, typography, photography and video. However, the sound component is often relegated or improvised.
The result: campaigns with high production costs that do not generate the emotional impact or the desired memory.
At Rombos Sound Studio we have accompanied leading brands such as Banco Nacional, Dos Pinos, Toyota and Red Bull, and we have seen how the absence of a coherent sound strategy can limit the reach of a campaign.
Mistake 1: Using generic or stock music without customization
Stock music can be practical in the short term, but it often lacks an identity. The public can associate that same track with other brands or even with amateur videos on the internet.
Consequence: the brand loses its authenticity and is diluted in a sea of repeated sounds.
Mistake 2: Not considering consistency between channels
A television commercial may sound different from a radio advertisement, and at the same time different from the audio on social networks. When there is no centralized strategy, the brand experience is fragmented.
Consequence: the consumer is unable to recognize the brand immediately and consistently.
Mistake 3: Ignoring the Psychology of Sound
Each frequency, timbre or rhythm causes a different emotional reaction. Music that is too fast-paced in a context of trust, or a cold sound in a message of closeness, can generate rejection rather than connection.
Consequence: the opportunity to reinforce the message with the right emotion is lost.
Mistake 4: Underestimating production quality
A jingle recorded without a professional mix, or a poorly equalized voice, detract from credibility and authority. In the era of digital audio, the audience immediately perceives when the sound doesn't measure up to the message.
Consequence: the consumer associates the lack of quality with the brand itself.
Mistake 5: Not measuring or evolving sound identity
Some brands create a sound logo but never update it or evaluate its performance. Sound branding, like any brand asset, must evolve and adapt to new audiences and platforms.
Consequence: the brand becomes obsolete or loses relevance over time.
Real case: evolution in FIFCO campaigns
At Rombos Sound Studio we work with different FIFCO brands, adapting the sound of beers such as Imperial and Pilsen to different contexts and campaigns. Thanks to a clear sound strategy, each product maintains its essence but evolves with new generations, reinforcing the emotional connection without losing identity.
Conclusion
Sound is not an accessory: it is a strategic component that can elevate or weaken any advertising campaign.
Avoiding these mistakes is key to building a strong, memorable and consistent identity across all touchpoints.
👉 Contact Rombos Sound Studio at hello@studiorombos.com or WhatsApp +506 8737-4290 to design a sound strategy to power your next campaigns.
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