This aural identity, an approachable extension of the TD brand, is currently audible and felt at more than 2,800 TD ATMs in North America as well as in television, radio, and online advertisements.

DISCOVER: 
· The sonic identity of TD Bank
· The brand film
· The endframe of the TD Bank sonic logo 
· An example of an adapted song is an acoustic song 
· A gentle classic song

Chief Marketing Officer at TD, Tyrrell Schmidt, stated, "We view our sonic identity as an extension of everything we stand for as an organization, and another way for us to create recognizable moments for our brand." "The potential for this to increase the accessibility of our branding is what excites me the most. Two very identifiable and iconic items are the TD Shield and the Green Chair. But our consumers who are blind or visually handicapped cannot enjoy them through the increasingly common audio-only forms. We anticipate that establishing our musical identity will play a significant role in assisting those clients in feeling a part of and linked to our community."

Throughout the work, the theme, which is played in a major key on a Rhodes electric piano, exudes confidence and happiness. Humanity, warmth, and welcome are infused with background laughter, stomping rhythms, and claps.
In three crucial key performance factors linked to sound performance, the TD sonic identity outperformed the benchmark for Financial: Banks & Investment brands. These KPIs are as follows:

· Recollection +21%
· Likeability +21%
· and Known Subject Matter +19%
(Veritonic Analysis of the US TD Bank Sonic Logo, May 2022).

"Enter and say hello!" I recall seeing those words written on the glass the first time I entered the freshly opened TD Branch in my Toronto neighbourhood. Nothing more, nothing less, and I reasoned that when TD approached us, our main goal should be to support them in making that sound consistent with their brand. Valentin Fleur, Managing Director, Canada of Sixième Son, stated, "I'm really proud of the sonic ecosystem we developed for TD, and the Veritonic Study's results in terms of recall, likability, and familiarity show great brand equity potential for the long term."