Companies often focus on their visual identity when creating a marketing strategy. The other senses, like hearing and smell, are usually overlooked. “Strange, isn’t it?” says Cedric Engels, who founded sound agency Roundhouse to change that. “We look at a brand as a person and help companies find out what they sound like.” Cedric Engels, 29, first hums the melody that Nokia uses and then the famous McDonald’s tune. “Everyone knows these kind of melodies, right?” he says. “Music is so powerful.” Roundhouse started creating music for radio and TV commercials, but soon Engels and his team decided to develop complete auditory branding for brands.