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In this paper we focus through a series of interviews on the relation between sound and brand identity in the context of musical and sound design for the industry. The interviews showed that the sound design process involves stakeholders who have different domains of expertise, which leads to difficulties in the interaction between them. As a solution, we propose a methodological framework for designing sound identity supported by two communication tools: a deck of cards allowing the different stakeholders to share a common vocabulary concerning both brand and sound concepts, and a sound charter which is a way to communicate guidelines for sound design through the use of sound identity semantic descriptors, illustrated by sound examples.