Major brands including Visa, Mastercard and Pandora are trying to use sound to reinforce their brand identities and positioning, just as they would use certain colors, designs or words.
Major brands including Visa, Mastercard and Pandora are increasingly using sound to reinforce their brand identities and positioning, just as they would use certain colors, designs or words.
The resulting tune — which Mastercard plans to use everywhere from its commercials to when a customer completes a transaction — is one of the most recent and prominent examples of brands diving into sonic branding. But with the rise of smartphones, voice technology and other digital devices and voice assistants like Siri, Alexa and Google Home, marketers realize that they not only need to have distinct visual identities to be seen, but sonic presences across non-visual touchpoints to be heard.
"In places where we have visual real estate, we have optimized for our logo. But if there's no visual real estate, like on smart speakers, then it's all based on sound," Raja Rajamannar, Mastercard's chief marketing officer, told Business Insider."That's why we came up with Mastercard's sound identity, our sonic brand."shows that sonic logos not only help marketers tap into people's emotions but help drive brand recall and strengthen affinity.
Pandora, for example, took six months to develop its sonic logo, first identifying its core brand principles and then turning those principles into a pnemonic that communicated its brand, said Nagel. The company narrowed down 200 iterations of its logo to four through user-testing. It is now planning to turn this expertise into another revenue stream, helping other brands craft sonic identities.
"We have regular workshops with a suite of exercises and mechanisms aimed at helping our clients break down their visual identities and generating ideas in voice and audio," she said.
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