What does an audio strategy actually look like? (And why don’t you have one?)

Ask a marketing director if they have brand guidelines and they’ll point you to a 40-page PDF. Fonts, colours, tone of voice, logo usage, the lot. Everything anyone needs to keep the brand consistent across every touchpoint. Now ask them what their brand sounds like. Most of the time, you’ll get a pause. Maybe a mention of the jingle from three campaigns ago. Perhaps a reference to whatever music the last agency picked. But an actual, documented audio strategy? Almost never.